Last few months have seen fervent activity in the second largest language television market, estimated around 200 crores. Vijay has launched a new reality show, Kadhai Alla Nijam to capture noon time viewership and has bought telecast rights of the new film Yenge Entha Kavithai, still running in theatres. Jaya TV has picked up steam in recent weeks especially in non metro markets and has announced hi-profile 'alternative shows' and have signed deal with Film Producers Council of Chennai to air exclusive 'new film' programming. Where does this take the market from here? More importantly, how has the audience reacted to launches by Jaya and
Vijay TV in the last 6 months?
Looking at the six-month trend (refer Chart 1), it’s clear that Sun is pretty much shining. In a key audience group, Female, 25-44 Yrs, SEC ABC in Chennai, Sun TV has actually gained channel share from a low of about 35% early in the year to 52-53% in the middle of July. But interestingly much of the gains made by Sun TV have come from the loss of popularity of its own Film channel - KTV. KTV, which made a whopping start at the beginning of the year and showed some exclusive new movies, has now lost much of its viewership (channel share - 12% in July). But it still is the number 2 channel in the market.