Vijay TV's experiment of a love story as the theme for a soap on prime time, with a view to expand the audience base, seems to be working. 'Idhu Oru Kadhal Kathai,' produced by Minbimbangal, has helped garner eyeballs for soaps from the F 15-24 category, claims the channel.
"Our slot shares have increased by more than four times (6 per cent to 26 per cent) with the launch of Idhu Oru Kadhal Kathai. The reason behind this success is the fact that eyeballs are being chased, and the overall positioning resonates with what Vijay stands for - unique, fresh and differentiated content," said Harsh Rohatgi, Deputy General Manager, Vijay TV.
The show was launched on March 28 (week 14, TAM), in the 8.30 pm to 8.59 pm slot. Earlier, the channel aired reality show Azhagi in this slot. In comparison to Azhagi, the channel said that its growth has been more than 100 per cent in terms of TVRs and shares.
Sun TV is a way ahead of the pack among Tamil soaps too. It's 'Kolangal', which is aired in the 7:30 to 8:00 p.m. slot on Monday to Friday, had an average weekly TVR of 33.0 points in week 19 among the F15+ audience. In the F15-24 sub-category, it scored 28.4 and 28.2 in F15-34.
The other channels understandably air their lead soaps in a slot when Sun has non-soap programming, between 8.30 and 9.00 pm on weekdays. Vijay's 'Idhu Oru Kadhal Kadhai', in Week 18 (TAM), has clocked a TVR of 2.1 among F 15+ audience, with a higher score of 5 points in the F15-24 category. Jaya TV's popular soap 'Roja' scored better overall in Week 18, with an F15+ score of 3.9 points. But in the F 15-24 category, which Vijay claims to have cracked, Jaya's score was lesser than Vijay's at 3.5 points.
In Week 19, Vijay's Idhu Oru Kadhal Kadhai scored 3.6 among F15+, and a higher 8 points among F15-24 audiences. Jaya TV's Roja was close at 3.0 points among F15+ and 1.4 in the F15-24 category. On average weekly TVRs, Vijay's Idhu Oru Kadhal Kathai seems to be have garnered higher eyeballs from the 15~24 F audience when compared to eyeballs from the F 15+ universe.
While industry sources said that it is too early to predict the success of the soap, irrespective of the category or sub-category, Vijay TV is convinced that it has a winner in Idhu Oru Kadhal Kadhai, and that it has successfully wooed women audiences from the 15 to 24 age group in Chennai.