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New Tamil GEC Pudhu Yugam bets on content to create differentiation

New Tamil GEC Pudhu Yugam bets on content to create differentiation

Author | Deepa Balasubramanian | Tuesday, Oct 22,2013 8:43 AM

New Tamil GEC Pudhu Yugam bets on content to create differentiation

Pudhu Yugam, the Tamil GEC from New Generation Media Corporation, which is set to launch on October 23, 2013, is looking to create a space for itself in a market dominated by Sun TV. The channel is hedging its bets on its content line-up, which includes 100 hours of in-house content per week comprising 9-10 soaps, reality shows, features and film-based shows.

Speaking to exchange4media, RBU Shyam Kumar, CEO, Pudhu Yugam admitted, “There are quite a few players performing well in the Tamil Nadu market. But we felt there is still space for variety in entertainment. If good, value added content is given, then the content will engage the audience. Hence, we have decided to launch Pudhu Yugam.”

Among the shows on the new channel is a game show for women of marriageable age, called ‘Melam Kottu Thali Kattu’. The participants will be asked to answer a few questions and for each correct answer they will get a reward for their wedding. The channel has also lined up a talent hunt show, ‘Thiramai Pongum Thamizhagam’, which will be judged by Blaze, Vijay Yesudas and Chaya Singh. Besides, there will be a quiz show, called ‘Vina Vidai Vettai’, which will focus on Indian sports, culture, politics, history, and current affairs, among others.

Other shows include fiction shows such as ‘Malli’, ‘Agni Paravai’, and ‘Sa Re Ga Ma Gama Gama’, among others.

The channel is eying TG in all age groups with its varied content line-up. Mindshare has been roped in as the media agency, while Disha Communications has been given the creative mandate for the channel.

Commenting on his agency’s association with the channel, Devarajan Duraibabu, COO, Disha Communications said, “We are very happy to be a part of Pudhu Yugam. By creating new, innovative programmes, the channel will stand apart from the other players in the market.”

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