Popularly called ‘The TV Day’, Diwali down South is proving big not only for Tamil GEC players, but FM players, too, are cashing in on this upbeat evolved market. This festival season, both TV channels and FM radio players have come up with a slew of initiatives to keep their audiences glued to the medium.
Vijay TV has planned a slew of special programmes spread over four days, from October 24-27, offering a programme mix of celebrity interviews, debates, chat shows, movies and curtain raisers. Tamil stars Suriya, Silambarasan and Prakash Raj have been roped in for the Diwali Special programmes.
R Balachandran, VP, Strategic Planning & Marketing, Vijay TV, said, “Instead of celebrating just a single day, we will celebrate it for four days. This is a critical time to invest and to be present in the market. There has been immense support from advertisers, both national and retail, and the global economic slowdown has not dampened the festivities. On the revenue front, we are expecting quite a substantial amount.”
Celebrities will remain the busiest, what with TV channels and radio stations wooing them for myriad chat shows and interviews. Kalaignar TV has roped in popular Tamil stars Madhavan, Khushboo and Nayanthara for their celeb shows.
With most movie releases slated for the Diwali weekend, radio stations have lined up several interactive shows and are also offering free movie tickets. LV Navaneeth, Station Head, Radio One, affirmed, “Our ‘First day first show’ programme, where we give out premier show movie tickets, is going to be the most popular vehicle for the Diwali bonanza.”
Hello FM is organising a shopping festival in Trichy and Kovai from October 15-26 and has brought in a number of retail brands to set up shop under one roof. Speaking on this new format to woo listeners, Rajeev Nambiar, CEO, Hello FM, said, “With this big ticket scheme, we have helped retailers participate and channelise their spends in their favour. We had felt the need of driving some marketing initiatives in these two markets and it has proved fruitful for us.”
Commenting on the festive fervour, Sangeeta Nair, Programming Head, Radio Mirchi Chennai, said, “We have come out of our usual format for Diwali and have made it a ‘no jock’ day. We have named it ‘Nakshatra Diwali’, that is, a star-studded Diwali, with celebrity guests hosting shows for the entire day. Starting from the morning, we will have two-hour slots given to celebrities, wherein they will share their thoughts and memories connected with Diwali and so on. Thus, we will have our special Diwali programmes, and at the same time give a break to our RJs.”