Raj Digital Plus, the Tamil film and film-based shows channel from Raj Television Network, is looking to increase viewership through new programming and aggressive promotions. Starting September, the channel is all set to brand its 8:00 pm movie slot, complete with anchor intros and SMS contests to promote the slot through the day. The channel is currently looking for ‘an ideal packaging’ for the slot.
Radhakrishnan R, Executive Vice-President of the channel, said, “Our channel shares are hovering around 8 per cent to 9 per cent for the morning slot. While this is encouraging, we will be happy if we achieve a channel share of around 5 per cent for the night films by the end of the year.” The channel is also planning to increase the number of films from four to five from October onwards.
Raj Digital Plus has begun telecasting four Tamil movies every day from last month, up from its staple of two previously. It also offers 30-minute film-based shows in the evening time band.
The movies on Saturdays in the 8:00 pm slot are packaged as Saturday Night Specials, and a star-led theme is followed for each month. Started in July, 2005, with some of the super hit films of Rajnikant, it is Kamal Haasan who is dominating Raj Digital Plus screens in August. September will see the screenings of MGR’s hits.
Another attraction on the channel is the re-telecast of some of Raj TV’s musical shows. Its collection of about 20 musical events would be packaged as ‘Sunday Kondattam’, and would be telecast on Sundays at 3:30 pm.
Raj Digital Plus enjoys a channel share of 2.5 per cent to 3 per cent in C&S Households across TN Market. It enjoys a higher popularity in Chennai, with its movies enjoying channel shares of 3.6 (Average across weeks 27 to 31, Channel shares by day part for its four movie slots, TAM, CS 4+). “The channel is going through a change in its look and feel,” added Radhakrishnan.
Aggressive marketing plans, including hoardings across major towns in Tamil Nadu from September – covering Chennai, Madurai, Coimbatore, Salem and Trichy – and a print campaign through ‘Daily Thanthi’ and ‘Dina Malar’ are in the offing. Cross promotions on parent channel – Raj TV – have started for the ‘Sunday Kondattam’ and ‘Saturday Star Special’ shows.
Raj Digital Plus, which claims to be the first Tamil channel to have a live film-based programme (weekdays 12:00-3.00 pm), will engage in SMS-based contests and recorded shows with anchors to root its night movie property among Tamil audiences.