Events as a route to viewers and revenues have been explored well by Raj TV in the year gone by. Part of the agenda for 2006 is to take the event route forward, with more events and activities on the ground.
The channel has kicked off its event calendar for 2006 with two events on January 8, of which the bigger is a musical night with SP Balasubramanian and Usha Uthup. Another event, a Miss Angel pageant, is also scheduled for the opening Sunday of the channel’s event calendar.
Speaking to exchange4media, Shankar B, Vice-President, Sales and Marketing, Raj TV, said, “We will attempt to take forward the events concepts both in terms of stature and number of events we put together. There are different concepts we are working on, and some of those will be stuff that the Tamil Nadu audience has not seen till date. Last year it was the felicitation series, and this year there will be another theme that we’ll follow.”
Among the channel’s high profile events last year were felicitations for veteran director and producer K Balachander, lyricist Vaali, a star night for its anniversary, the Rajageetham awards, and its social initiative for school toppers, the Muthalvan Awards. While some of these will remain annual properties the channel builds on, there will be additions in place of the felicitations.
The SPB-Usha Uthup night has been branded ‘Music Journey’, and visibility in the form of press ads in the leading Tamil papers ‘Daily Thanthi’ and ‘Dinamalar’, besides ‘The New Indian Express’ and ‘Deccan Chronicle’ have been on for a few days before the show. Hoardings, too, have not been spared, and the channel has roped in Medimix as the title sponsor for the show with Lakshman Shruti’s orchestra. For Miss Angel, it’s Tata Indicom that is presenting the title.
Last year, the channel had also ventured out with a couple of events in Delhi, one of them featuring veteran singer S Janaki, and the other being the Delhi Tamil Sangam’s felicitation of the film association.
“This year, too, we will look at other cities with a Tamil audience. We are definitely looking at Mumbai, and Bangalore, too, is on the cards,” added Shankar.
With every channel featuring some film star or the other, Raj TV is admittedly focusing on creating a special feel with its event concepts. But events as an avenue for programming and marketing are here to stay for the channel, at least in 2006.