While film-based shows and films dominate key airtime during weekends on Tamil entertainment channels, it isn’t surprising that channels are upping the ante on airing films leading into the weekend on Friday evenings.
Sun TV enjoys an unarguable leadership across genres, and Sun Network’s K TV enjoys a clear No 2 slot with films and film-based content. Among the other regular entertainment channels, Tamil blockbusters and dubbed Hollywood movies from Raj TV and Vijay TV, respectively, seem to have created a small niche for the Friday slot.
Why do movies get released on Fridays? It’s the drive to cash in on the weekend, say the logic-minded. Tamil entertainment channel Raj TV moved the blockbuster phenomena to the small screen through its ‘Velli Minnalgal’ film slot from 8:00 pm to 11:30 pm around three years ago.
And Vijay TV, which introduced its dubbed-from-Hollywood ‘Adhiradi Thiruvizha’ in June 2003 on Saturdays, extended the slot to Fridays, starting 8:30 pm from May this year. Now with KBC 2 to be simulcast on Vijay TV starting Friday, the slot has been moved to 6:30 p., but a slot for films remains.
On the first three Fridays of July 2005, Vijay TV aired the movies – Hand of Death (July 8), The Way of the Dragon (July 15), and The Armor of God (July 22). And the TVRs read 2.8, 2.5 and 2.7, respectively (C&S 4+, TAM).
Raj TV’s blockbusters did well, too, with their religious theme in the month of ‘Adi’. For the three Fridays ending July 22, the movies shown were Raja Rajeshwari, Padai Veetu Amman and Aatha Kan Thiranthal. And the combined TVRS for the F15+ category were 3.36 for Chennai and 3.34 for Tamil Nadu. The movies are aired between 8 pm and 11:30 pm.
With KBC 2 to be simulcast from 9 pm to 10 pm on Vijay TV on Fridays, Vijay TV has moved up its Friday evening movie slot to 6.30 pm. Raj TV, meanwhile, will continue with its blockbusters in the same slot.
“With the month of Adi, the audience welcomed the religious genre of films in the blockbuster slot. The TVRs are a vindication of our understanding of the Tamil audiences, and we hope to remain the advertiser’s delight. We will continue with the blockbuster theme,” said Shankar B, VP-Sales and Marketing, Raj TV.
Jaya TV, meanwhile, is on the verge of launching a youth-based game show. One wonders if it will move into the Friday evening space. Presently, it has a sequence of regular serials on Friday evenings, starting with Kalki at 8 pm. On Saturdays, Vijay TV will air the movie after KBC 2, at 10 pm.
But a good choice of films – Tamil and Hollywood blockbusters – are here to stay on Fridays, in Tamil C&S homes, through K TV, Raj TV, and Vijay TV.