Raj TV is fine-tuning its programming strategy to primarily cater to a diversified audience. The channel is coming up with six shows to strengthen its weekday primetime viewing, while it also hopes to attract more eyeballs with game shows for the weekend viewing. The channel is also mulling over to bring about many changes in the in-house programme, in terms of the format and presentation, all of which are expected to take place by mid-May.
Starting May 7, the 5.30 pm to 6.30 pm slot from Monday to Friday would be cartoon hour. The film-based programme, which is currently on air from 6.30 pm to 7 pm, will get a makeover in terms of presentation, in order to make it lively and viewer-friendly. This will be followed by a situational comedy ‘Kanna Moochi’ that will be aired from 7 pm to 7.30 pm. The show revolves around the lives of two bachelors who face the typical problems of any bachelor.
For the 8 pm to 8.30 pm slot, the channel will introduce another serial called ‘Mahanathi’, which is produced by Indra Dhanush Media and directed by film director Sabapathy. Another serial, ‘Meenakshi’, will be aired at 8.30 pm It has been written by Indra Soundarajan, who is known for adding a mystery element to his shows.
The 9 pm to 9.30 pm slot is for ‘Aru Maname Aru’, which is a family saga. This will be followed by ‘Gowravam’, which is a story of the ongoing tug-of-war between two powerful women having political aspirations.
The channel’s popular game show ‘Kasu Mazhai’ has been rescheduled and will be on aired from 10 pm to 11 pm. ‘Great Indian Ad Show’, ‘Kadhal Sadukudu’ and ‘Andapulukan’ are some of the game shows planned to strengthen the weekend viewing. All these game shows would be on air from mid-June. Raj TV is also launching a talent hunt show called ‘Ashirwad Abinaya’, based on Bharatnatyam.
Elaborating on the revamped programming strategy of the channel, Raju Easwaran, Chief Operating Officer-Creative, Raj TV, said, “We would like to make television viewing a compelling television viewing. The first step towards this is to strengthen the prime time band, which is the key area. So we have to study what other channels are offering and thus tailor our content in order to suit the need of our audiences.”
“We would be polishing the in-house programme as well. A lot of changes would take place in the format and presentation of the in-house programming,” he said.
Talking about the programmes on Raj TV being different from that of other channels, Easwaran said, “We have done a study of all the serials on all the channels and found that they follow the same pattern. We want to break away from that pattern. Each of our serials will have a unique story line and will be different from what other channel offer. I want to give an option to the viewers who do not want to watch tearjerkers. I may create a niche there and based on the quality of the programmes, I may get more eyeballs.”