The Tamil GEC space will get a new player from October 23, 2013. New Generation Media Corporation is all set to launch its Tamil GEC Pudhu Yugam. The company also owns the channel Puthiya Thalaimurai TV. Mindshare has been roped in as the media agency. As per industry sources, the account size is pegged at around Rs 6 crore- Rs 7 crore.
Pudhu Yugam will be an advertisement driven, free free-to-air HD channel. Prior to the launch, a get-together for the film and trade media fraternity has been planned on October 18.
Commenting on the new channel, RBU Shyam Kumar, CEO, Puthiya Thalaimurai said, “We are very happy to launch the new channel, which has been pending for quite some time now. As desired, the launch will take place before Diwali. The content is very unique and I am confident of the channel’s success.”
The channel will be airing close to 100 hours of in-house content per week, which includes serials, reality shows, features and film-based shows.
Besides in-house content, content will be sourced from some production houses as well, which include Nimbus, Studio Green, Nadodigal of Samudrakani, and Suresh Krishna, among others.
A 360-degree campaign involving print, television, radio, outdoor and digital media, has been planned as part of the channel’s promotion strategy, with new media and outdoor at the helm of the media plan. There are also plans to launch an Android and iOS-based application, which will be offered free for the first three months and then will be subscription-based. The facility for viewing live TV on mobile will also be available.
In terms of advertisements, each hour of programming will have 7-8 minutes of ads. Speaking further on the advertising front, Shankar B, CEO, Fourth Dimension, which handles the ad sales for Puthiya Thalamurai, said, “I and my team have been travelling extensively across India and have got overwhelming response for the channel. We have almost 10 to 12 advertisers already on board for Pudhu Yugam.”
A teaser is planned to be out next week and the reveal would be on the launch day. On the channel’s name Pudhu Yugam, Shyam explained, “Pudhu Yugam means ‘New Era’. We would like to give our viewers a new beginning and a new experience. We wanted to launch a GEC because we felt there is more scope for entertainment, and we are a channel that will focus on engagement along with entertainment.”
The channel is eyeing TG in all age groups. The afternoon time band will target women viewers with the show titled ‘Veedu Thaandi Varuvaya’.