The event route is working for Raj TV. Earlier this year, it was the felicitation of film doyen K Balachander, where celebrities like Rajnikant and Kamal Haasan helped garner eyeballs for the channel. On July 10, the finale of its popular voice hunt show – Raja Geetham Vetri Vizha – brought in even more viewers.
Now other channels, too, are banking on the events route with market leader Sun TV, along with Jaya TV and Vijay TV, lining up mega events for Tamil audiences.
Speaking to exchange4media, B Shankar, Vice-President, Marketing and Sales, Raj TV, said, “The event has helped us establish ourselves as the clear leader in the event-based programming genre. We’re working on more events right now and intend to add further excitement to the viewers’ experience.”
The show went on air on July 10 from noon till 4:30 pm and clocked TRPs of 3.19 (Chennai, CS female 15+ years, week 29, TAM). An earlier event to felicitate K Balachander also clocked more than the normal TRPs enjoyed by the channel. This success is being seen as a definite boost to the channel and the various initiatives that it takes to get interactive with its audiences.
As reported by exchange4media, Raj TV has been conducting a Voice Hunt contest, called the Raja Geetham Awards, for some time now, this being the fifth edition. The contest rewards a male and a female singer and gives them a chance to sing in Tamil movies. This year, the awards were given away to winners in the presence of composers A R Rahman, Harris Jayaraj, Deva, Bharadwaj, among others.
Vijay TV’s Netru Indru Naalai is expected to be another big draw event on Tamil television, while Sun TV has bagged the exclusive rights for the South Filmfare Awards to be held in Hyderabad.
Jaya TV is launching a series of inter college contests, titled College Kondattam, with actor Madhavan, and sponsored by Clinic All Clear. The show kicks off next week in Madurai and will cover 10 cities with the finale at Chennai.
It seems the event genre on regional television down South is here to stay.
In another development, Chandrasekaar, Executive Vice-President, Programmes and Production, Raj TV, who moved in from production house Minbimbangal, has put in his papers. The channel is currently on the lookout for a replacement.