A month before Jaya TV turns four, talks are on for an array of new shows. For a state that is addicted to daily soaps and film-based shows, Jaya TV claims that it patronizes neither.
Explains K.Balaswaminathan, G M, Jaya TV, “The trend of showing serials with similar plots and characters, has got to change. Audience will accept something new, if projected properly.”
Not that Jaya TV doesn’t have its share of soaps - ‘Anni’ and ‘Vettiku Veedu’ are popular choices. But now it is moving forward in other directions – Gameshow and a ‘socially relevant’ talk show. Both genres will have popular faces. Actress Khusboo will host the gameshow while Revathy will host the talk show, to be aired from August 11.
Highlighting the new initiative, says Balaswaminathan, “In the Talk Show, socially relevant issues will be discussed by Revathy, with a four member panel. It will also be interactive, in the sense that Revathy will go out and speak to the common man, on the issues being discussed”.
Meanwhile a serial with Vishu is also being planned, apart from several events like musical events and fashion shows.
Other shows being telecast on Jaya TV for the moment include a ‘Who dun it’, where a murder is enacted for half an hour. The next half an hour is for viewers, who can call in and give their opinions on who the murderer is. Apart from this, the channel has a show on Bharatnatyam hosted by actress Shobana, a game show ‘Kasa Mela’ and ‘Emergency’, where the camera follows accident victims through the Apollo Trauma care unit, until they are cured.
But are advertisers responding? Balaswaminathan would like us to believe so. “Leading advertisers HLL, Coke, Pepsi, Godrej and Sunrise and many others are advertising on Jaya and that speaks highly for us. And many advertisers are on their way, ” says a confident Balaswaminathan.
Over all, the management at Jaya is pleased with the progress. By the end of this year, they expect the ad revenues to double. But, with Vijay TV set to launch new serials and a reality show - “Kathai ala Nijam”, and the reigning No 1 Sun TV sitting on a huge competitive advantage, they realize that the fight for ad revenues will not be an easy one.