Following the recently launched daily soap ‘Madurai’, which has delivered good numbers for Vijay TV, the channel is all set to launch another daily soap titled ‘Kadhalika Neramillai’. The show is expected to go on air from October 2007, in the 7.30 pm-8 pm time slot. ‘Madurai’ is a fiction series with Madurai as the backdrop and the script penned in the native dialect.
Another fiction titled ‘Kanaa Kaanum Kaalangal’ that was launched in October 2006, has grown multifold with a huge fan following across various audiences, making the leading characters of the show household names. According to Vijay TV officials, ‘Kanaa Kaanum Kaalangal’ has garnered the channel a share of 24.3 per cent in Chennai, against competition that stood at 7.5 (K TV), 4.0 (Jaya TV), and 0.4 (Raj TV) in the 8 pm-8.30 pm time slot, from Monday-Thursday (Source: TAM; Week 33-36; ABC 15+F).
According to officials from the channel, ‘Kanaa Kaanum Kaalangal’ was a huge hit, especially among younger females, with TVRs even touching the 20-point mark in Chennai. This youthful, peppy series will complete its 200th episode in October this year, and the channel is planning a special promotional contest in association with BSA Ladybird, which will be giving out 200 cycles to the winners.
With the success of ‘Kanaa Kaanum Kaalangal’ and ‘Madurai’, Vijay TV’s fiction band has strengthened and gained momentum. The time band of 8 pm-9 pm from Monday-Thursday has consistently delivered for the channel, averaging channel shares of 18.9 per cent among females as against K TV’s 7.3, Jaya TV’s 1.9 and Raj TV’s 0.3, in the past four weeks (Source: TAM; Week 33-36; ABC 15+F, Chennai).
Vijay TV, which carved a niche for itself with a slew of delectable format shows like ‘Jodi No. 1’, ‘Hutch Kalaka Povathu Yaar’ and ‘Airtel Super Singer’ in the dominated Tamil television space, has begun to look at fiction in a far more series manner.
According to Sriram, Head, Vijay TV, “After establishing ourselves as pioneers in format shows, we are now exploring the fiction space. With the launch of ‘Kadhalika Neramillai’, we believe that our existing fiction band will be strengthened.”