Raj TV has been on an event trip for a few years now. It kicks off its events calendar for this financial year with a mega musical night with maestro Illayaraaja on April 23 in Chennai. The event will be followed up with a series of concerts across ten towns in Tamil Nadu, and one in Malaysia, beginning May 1 in Pondicherry.
The Illayaraaja concert is being organised to felicitate poet Ponmudiyan (in what turns out to be a continuation of Raj TV’s felicitation series), and will feature the maestro lending his voice to 25 songs with the Lakshman-Shruti orchestra.
“It was conceived about three months ago, along with TVK Cultural Academy and Lakshman Shruti. Channel promos are on currently, hoardings are up across the city and extensive print advertising and radio advertising are part of the promotions. The response has been phenomenal. We will package the mega event for audiences in a three-and-a-half-hour show on May 1, in the afternoon,” said B Shankar, VP – Sales & Marketing, Raj TV.
The channel has wanted to create an event with Illayaraaja for some time now, and the event idea has finally come to fruition. The musical concerts route will then adapt itself to other TN towns, with singers like SPB, Mano, Chitra, SN Surender, Srinivas, S Janaki, Malgudi Shubha and ‘Gana’ Ulaganthan joining the star cast with UK Murali’s team of musicians. The series beginning May 1 will run till the first week of July.
Like all Raj TV events, these too will eventually woo viewers as part of its programming mix. But the agenda goes beyond creating programming and touch points.
“While it forms an ideal on-ground option of reaching out to audiences for sponsors, we are also launching a lot of shows in the first week of July. These events will form a good launch pad for new shows, a game show included. In certain markets, some actresses from serials will also be part of the events,” explained Shankar.
An event in Malaysia will follow soon, and as of now, the Illayaraja-starrer promises to be the biggest draw. The capacity of the Wesley School grounds in Chennai, the venue for the concert, is 15,000, said Ramesh of TVK Cultural Academy, the event organisers.
Raj TV is not letting up on the election fever either. While Nirmala Periasamy is busy grilling politicians on the daily election special ‘Therdhal Kalam’ at 8 pm, the channel has also commenced a ‘deferred-live’ news bulletins titled ‘News Time’. While the ratings have been healthy so far for the three half-hour bulletins, the name of the show would change from April 23 to ‘Raj News’, said sources.