Emboldened by the success of ‘Jackpot’ and several other reality shows, Jaya TV is set to launch a new show called ‘Yennai Theriyuma’ next week. The show is a based on a look-alike contest where contestants have to strive to look like some popular personalities. The new show will be aired every Saturday from 9.30 pm to 10 pm. The channel is also launching ‘Mrs Homemaker’ in December, to be aired on Fridays from 9.30 pm to 10 pm. The show aims to be a platform for exhibiting various talents of Indian housewives.
Apart from these two reality shows, Jaya TV will also launch a new serial called ‘Alaipayuthey’ starring actress Kausalya, in the third week of December. According to Muraliraaman, Vice President-Programming and Operation, Jaya TV, ‘Alaipayuthey’ would be completely different and will be a welcome respite from the usual tearjerkers on other channels.
The game show ‘Jackpot’, which is sponsored by Arokya Milk, recently completed 267 episodes, and has been on-air for five years. Anchored by popular Tamil actress Khushboo, ‘Jackpot’ is Jaya TV's highest rated programme.
“Channels are copying each others’ programming, but we have never done that. Jaya TV is the only channel in the Tamil television space that believes in innovation, and our innovative shows like ‘Unga Area Ulla Vaanga’, ‘Ennodu Paattu Paadungal’ and ‘Little Master’ speak volumes about our approach towards programming content,” said Muraliraaman.
Muraliraaman was of the opinion that reality shows were becoming popular because the audience was able to interact with the channel and vice-versa. Another advantage of reality shows that he pointed out was that there was no correlation between one episode and the next. “If you miss one episode or two in a soap, it is difficult to follow the story in the forthcoming episodes. But that is not the case with reality shows. These are the reasons for why reality shows are successful,” he explained.
“Vijay TV copies shows from Star TV and reproduces them. Sun TV clones Vijay TV shows, while the newly launched Kalaignar TV is a carbon copy of Sun TV. But Jaya TV has been unique and doing a lot of innovative shows,” Muraliraaman further said.
So with every other channel striving to be like the other, is Tamil television lacking in creativity? Muraliraaman replied that one could not describe this phenomenon as lack of creativity. “Every other channel is trying to poach viewers from other channels and therefore end up in copying shows. With such a move, people forget to create a new programme. Jaya TV will not do anything like that,” he said.