Among the most successful shows introduced on Vijay TV in 2005, one was a dubbed version of a show on sibling STAR Plus, and the other was based on a successful national format adopted from the channel. These were ‘KBC2’ in a dubbed version, and ‘Kalakkapovadhu Yaaru’, based on the format of ‘The Great Indian Laughter Challenge’.
And these were not the first such introductions. In 2004, the channel had brought in kid’s show ‘Shakalaka Boom Boom’ from STAR Plus in a dubbed format, and this too has met with reasonable success on Vijay TV.
“The success of ‘KBC2’ without any doubt has been Amitabh Bachchan, a truly national phenomenon whose charisma works across markets. ‘Shakalaka Boom Boom’ is bound to do well, wherein the visual appeal is compelling enough to arrest the kids’ viewership,” said Harsh Rohatgi, GM – Content, STAR India.
Dubbed Hollywood movies are another feature that indicate that shared content is here to stay, and are today a staple on a few channels, including Vijay TV. ‘Shakalaka Boom Boom’ was introduced in Tamil on the channel as early as July 2004. ‘KBC2’ was launched simultaneously with the Hindi version in August 2005, while ‘Kalakkapovadhu Yaaru’ came on air in November 2005.
“On dubbed shows and formats that we have adopted, the key to success has been the effort to regionalise the content to cater to the Tamil audience, be it Nizhalgal Ravi’s voice in ‘KBC2’ or the immense Tamil comic talent on show in ‘Kalakkapovadhu Yaaru’,” added Rohatgi.
For the first seven episodes from November 11 to December 23, ‘Kalakkapovadhu Yaaru’ (which airs from 10 pm to 11 pm on Fridays), the average of TVRs among the ABC 4+ audience was 4.97. Among the female (15+) audiences, this figure stood at 5.37 and for the male audience (15+), this was 5.71. (C&S Chennai, Source: TAM).
The response from aspiring participants has been healthy from across the state, claimed the channel, with an average of 250-300 aspiring contestants vying to be among the five who fought it out on the channel on every episode. The possibility of the show being extended was not being ruled out, and the channel said that it would “evaluate its progress”.
On plans to bring in more shows on Vijay TV based on successful formats on STAR Plus, all Rohatgi said was, “We would be evaluating options available on a periodic basis.”