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Films, Soaps and New Ad campaigns; Raj TV works towards changing perceptions.

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Films, Soaps and New Ad campaigns; Raj TV works towards changing perceptions.

A channel well known for the possession of 2500 odd films and an unbiased presentation of News, Raj TV is now consciously working towards enticing viewers with an array of soaps.

Launched so far are AVM's 'Geethanjali' at 8, and 'Ganga Gayatri', which will compete with Sun's 'Alaigal' at 9. From the 30th of September, the channel will launch 'Oravu Solla Oruvan', which will face tough competition from Radan's 'Annamalai' on Sun TV, and the newly started 'Sreeraman Sreedevi' on Star Vijay.

According to R.Radhakrishnan, GM -Marketing, Raj TV, "14th October will be significant for us, because viewers in Tamil Nadu will witness the arrival of an improved Raj TV. Apart from the launch of a new comedy serial, the day will also be marked by the entry of K.Balachander's new soap at 8.30 PM, Monday to Friday". The channel will also undergo cosmetic changes, like having a new logo and improved graphics. Radhakrishnan stated that this move would perform the task of generating some initial interest towards the channel.

Despite the move towards including more soaps, the Channel will continue airing movies. Revealed Radhakrishnan, "For Diwali we will be showing Madhavan starrer 'Minnale'. We also have Kamal Hassan's 'Thennali' with us." He added that of the 50 releases in the past year, Raj has already acquired rights for 20, which will be aired from 2003 onwards.

Otherwise, between October and November, Raj Tv will host a live musical show with stalwarts like S.P Balasubramaniyam. According to Radhakrishnan, "We will use this event as an opportunity to promote our channel in 10 districts in Tamil Nadu.

Now the channel is also working towards advertising itself. Exuded Radhakrishnan, "We advertise only when there is a need to introduce something new. So now, with Raj Tv's new look and the launch of so many soaps, we will have ads in regional dailies and the Hindu". Apart from advertisements in print publications, Chennai will be witness to several hoardings and posters. He also added that a small creative shop had been assigned the task of changing the image of the channel.

The channel will also use promotional tactics to increase viewership. Revealed Radhakrishnan, "From the 24th of September you will see ads in newspapers telling people that if they watch 'Ganga Gayatri' and respond with comments, they will win sarees".

Finally when asked if the channel was threatened by the increasing popularity of Star Vijay, Radhakrishnan replied in the negative saying that TAM figures were proof of Raj TV's standing on an average.

He also added that there was no fear of being ignored by advertisers either, as the channel has all major national brands. However, unlike the leader Sun, Raj TV gave advertisers package deals with value additions

Next year, the channel intends to launch their Telugu channel.


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