Sun TV’s game show ‘Thanga Vettai’, which went on air on November 26, has registered impressive opening numbers in its launch episode. Sun now plans to take a similar format show to network channels Surya TV and Gemini TV to engage the Malayalam and Telugu audiences shortly, also produced by Radaan Mediaworks.
The show is pitted against ‘KBC2’ in the 9:00 pm slot and is hosted by actress Ramya Krishnan. According to TAM data, the opening episode had TRPs of 24.2 (CS 4+), 28.6 (CS ABC F 15+) and 18.2 (CS ABC M 15+). The communication for the launch has largely been in the form of OAPs on the channel running for three weeks, barring a single-day print ad burst across Tamil dailies and group weekly ‘Kungumam’ inviting participants.
“The feedback has been tremendous. On the first day, we received 80,000 responses on the SMS channel and this was even before we had announced the contest details. And these were from all over the state,” said Roy Joseph, COO, Radaan Mediaworks, the production house in charge of the show.
Radaan has now been entrusted with the job of taking the show to Malayalam and Telugu audiences. The Malayalam version, titled ‘Swarna Mazha’, will start airing from December 24. The anchor for this version of the gold-based game show will be popular actress Urvashi, a household name in the Kerala market.
“One commonality across the South in terms of viewership is the slant towards female audiences. And the common thread across the show in different languages is the metal ‘gold’. But in each language it will have the nuances needed to match different audience cultures, and we have spent a considerable amount of time fine-tuning the format,” added Joseph.
The Telugu version, ‘Bangarum Me Kosum’, will start airing sometime in January and will be hosted by the ever-popular Radikaa Sarathkumar, Executive Chairperson and Wholetime Director, Radaan Mediaworks.
“Each of the anchors we have decided to go with is someone who can gel with every generation in the family as it is a family-based contest. Even the viewer is a participant and there is no reason why this should not succeed in other languages too,” remarked Joseph.
On the expectations on ratings for the Tamil version, he added, “I am actually of the view that this will go up further. In the first six weeks, we expect it to breach several TRP barriers, and this we say based on the response so far.”
In the other two languages, one can expect to see a more aggressive launch strategy than was witnessed for ‘Thanga Vettai’. The network was also considering a Kannada version of the game show for Udaya TV, and Radaan was working on it, added the spokesperson.