Three and a half-hours cannot determine a channel's standing, said KTV officials in reply to Vijay TV's claims of having taken over the second spot. They also explained that just as Sun TV continued to be the ruler, KTV was rooted firmly to the second spot.
According to P.Saravanan, Marketing Head, KTV, " At 7.30 and 8 PM, we have re-runs of serials that have already been telecast on Sun TV. At 8.30 we show a film. Similarly in the afternoon band which Vijay TV mentions, we telecast film songs are fillers, followed by another film. So how can you compare Vijay TV with us?"
Vijay TV's prominent serial at present is Kavvyanjali, which enjoys an average TVR of 3.31. At the same time KTV began telecasting re-runs of the popular Chitthi from September 16th. And within a week it overtook Kavvyanjali, with an average TVR of 6.35 [CS 4+ years]
Exuded Saravanan, "The prime time of a channel by any standard is between 7.00 and 11.00. Also the total audience segment for a satellite television is CS 4+ years, as per TAM. In this segment, for the month August 2002 [the month considered by Vijay TV], the channel share during the prime band is 13.03% for KTV and 6.72% for Vijay TV."
The latest TAM reports [15th -21st Sept] indicate a channel share of 23.01% for KTV and 8.62% for Vijay TV in Chennai during the 7.30 to 9 PM slot. In the rest of Tamil Nadu the difference was as apparent with KTV enjoying a channel share of 15.4%, while Vijay TV had 7.93%. The total market indicated 19.42% share for KTV, and Vijay had a share of 8.29%.
The cumulative weekly audience share for the same week in Chennai indicates a share of 19% for KTV and 4% for Vijay TV. In the rest of Tamil Nadu, while the share is13% for KTV, for Vijay it is 2%.
Emphasizing these facts Saravanan explained that KTV was content with the numbers that they were generating; and that any misleading reports would need to be rectified.
Hence with the number revealing that KTV is indeed number two, it needs to be seen if the channel wars are indeed taking place for the number three slot. In the cumulative weekly audience share for the week 15th to21st, TAM indicates a channel share of 4% Raj TV, Jaya TV and Vijay TV in Chennai. In the rest of Tamil Nadu, while Jaya TV and Raj TV enjoy a share of 4%, for Vijay TV it is 2% [C&S].