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Raj TV gets a much-needed makeover. To launch Telugu channel.

Raj TV gets a much-needed makeover. To launch Telugu channel.

Author | Roopa Sarah Thomas | Tuesday, Aug 13,2002 9:09 AM

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Raj TV gets a much-needed makeover. To launch Telugu channel.

Raj TV, more popular for the possession of 2500 odd films and for 'unbiased' news, is all set for a change. The substantial changes would include programming and packaging. Sun buying the rights to newer films and Star Vijay coming to the forefront with their new reality show “Kathai alla Nijam”, Raj TV has been working towards positioning themselves differently for quite some time. Also on the anvil is launch of Telugu channel.

According to R. Radhakrishnan, GM – Marketing, Raj TV, “Our new programs will be on air from September, and we will have programs for everyone”. The day will begin with a breakfast show that Raj TV didn’t believe in having earlier. It will cover a gamut of programs on health, news and entertainment. The afternoon slot will focus more on women. 'Inspired' by characters from a Tamil weekly Ananda Vikatan, the afternoon slot will be hosted by a mother, her daughter and an intelligent neighbour. Exudes Radhakrishnan, “During the course of their spontaneous conversations, we will cover all facets of a woman’s life.”

Two hours in the evening will be devoted to children in the form of quiz shows. Prime time will see the entry of 3 news soaps and a comedy. According to Radhakrishnan, “Raj TV will now see the entry of big names. Apart from actor and director Bhagyaraj, we have lined up programs by Revathy, Suhasini and K.Balachander.”

At night, Raj TV will present a thriller created along the lines of “Charlie’s Angels”. Reveals Radhakrishnan, “This doesn’t mean we will stop focussing on our films. On the 15th of August, we will be airing Shivaji Ganesan’s famous “Veer Pandi Katta Bomman”. He also added that no other channel has ever been able to air this classic. Finally he also revealed that Raj TV had plans of venturing beyond Tamil Nadu. According to him, “If all goes well, by October we will have a Telugu channel as well.”

For now, apart from changes in programming, the channel also promises to undergo changes in packaging. Meanwhile the media community is watching, wondering if Raj TV will hit jackpot now. Even though none thinks the channel will overthrow Sun TV’s reign, the channel surely hopes to increase their market share and reduce their distance from Sun TV and KTV.

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