television
Writer: exchange4media Chennai Bureau - Saturday, Jan 31,2009 7:00 AM

Vijay TV to capitalise on IPL season with a host of new shows

STAR’s Tamil channel Vijay TV is all geared to usher in the IPL Season 2 fever with some new shows. What’s more, the channel is planning to rope in none other than India’s cricket captain MS Dhoni for the shows’ promos. Two of these shows are ‘Chennai Super Kings Juniors’ and ‘Chennai Super Kings Cheerleaders’.

Besides Dhoni, the other CSK team members like VB Chandrasekar, Badrinath, L Balaji, Krishnamachari Srikanth, and well-known percussionist Sivamani are slated to appear on Vijay TV.

Uday Shankar, CEO, STAR India, said, “This is the first time that a GEC has tied up with a sporting event like the Indian Premier League (IPL), a great strategy to capitalise on the brand and generate viewership.”

Rakesh Singh, Head – Marketing, India Cements, said, “The first season of IPL was a roaring success and the Chennai Super Kings reached the finals. We wanted a television partner with whom we could associate and take this great brand to the roots of Tamil Nadu. And what better channel than STAR Vijay, an innovator in the market. They approached us with these two brilliant concepts, which will popularise the brand.”

The Chennai Super kings are on the prowl for their cheerleaders. The 10-episode series will test a number of boys and girls on their dancing skills and cheering routines over a series of competitive rounds. The teams contesting in the grand finale will get to perform to the beats of Sivamani. The selected team will be given the honour of cheering the Chennai Super Kings at every IPL match and also recognised as the official cheerleaders. The show launches on February 20 and will air on Fridays at 10 pm.

The hunt for the junior team of the Chennai Super Kings commences on February 21. The show, spanning over 20 episodes, will have auditions at Chennai, Coimbatore and Trichy, in early February 2009. Kids in the 8-12 age group with basic skills of the game are eligible to audition. The winning 11 would be recognised as the Chennai Super Kings Juniors and will get to watch all the matches of the team in Chennai sitting at the pavilion. The top three contenders (that is, the best bowler, best batsman and best all rounder) would get an exclusive opportunity to be present with the CSK team at their net practice and would also get a once in a lifetime chance to travel with the team to any one of the other IPL matches. The show promises to be a treat for cricket lovers, with the CSK team members walking in to encourage and train the kids. This one hour show is planned to air on Saturdays and Sundays at 7 pm.

K Sriram, General Manager, Vijay TV, said, “We are sure that we will put our best foot forward in making this content interesting to both the cricket lovers and the general audience. This show will portray the aspirations of kids and their passion for the game striking a chord with the families as well. The show will surely generate interest of advertisers both in the national and retail markets.”

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