Tamil Nadu’s first independent news channel, Puthiya Thalalimurai, launched on August 24, 2011, claims to have attained the No. 1 position in record 60-days. As per TAM ratings, Puthiya Thalaimurai has scored a GRP of 35.94 on Week 44 across Tamil Nadu, across news genre in CS 4+ years or viewers 4-plus years watching television in cable and satellite homes. Besides topping the universe, the channel has also topped its target audience of all adult viewers with an age of 25-plus across all socio economic categories.
Sporting the tagline: “Unmai udanuk udan” or “truth as it happens”, Puthiya Thalaimurai is the first HD channel from Tamil Nadu, which has also employed the latest broadcast equipment imported from various sources worldwide.
S Srinivasan, Director – News, Puthiya Thalaimurai, attributes the success of the channel to its unique editorial positioning. He said, “though there are about half a dozen private channels in the state that gives news, there was no one giving back-to-back, live, independent news. Channels, due to their own internal policies, were limited in their offerings. There was visible viewer fatigue setting-in and they were clearly thirsting for alternate viewing choices. Puthiya Thalaimurai filled that gap.”