Tamil general entertainment channel Raj TV has called for a pitch for its creative account. The account was with Mudra for the last 2-3 years. Initially, Lintas had also handled the account. The agencies in the fray for the account, estimated to be Rs 2 crore, are Maitri, Winds of Change, Creative Garage, Fifth Estate and RMG David.
Speaking to exchange4media, Rajeev Nambiar, CEO, Raj TV said, "Mudra has been handling our account for the last two to three years. Now, we feel it is time to change. We are looking at agencies that have originated or have their base in Chennai. We are looking for new ideas, new programming inputs and a new look and feel of the channel on the whole."
Raj TV is all set to witness a massive makeover. Starting from the look and feel of the channel to the programming and content, Raj TV is looking at newer and broader avenues. "We are also embarking on attitude changes. There will be intra office changes, including production, as we want more people with a knack for creativity with added skills. We are going for a makeover in a big fashion, as we want people to know what Raj TV is all about," added Nambiar.
Furthermore, Raj TV will change the strategy of selling the channel to media planners and buyers with change in pricing. As far as programming goes, there will be new introductions, while maintaining the popular ones. "There has been a drop in the performance in the past as our attention was diverted but now we are totally focusing on leveraging the brand - Raj TV," admitted Nambiar.
Shankar B, National Sales and Marketing Head of Raj TV, said, "We will strongly focus on our marketing strategies in the next couple of months as we are looking to change the perception, look and feel of the channel. That's why we are looking for a new creative agency. We are also looking at a lot of BTL activities with huge events in the pipeline. People of Tamil Nadu will be exposed to a whole new experience of television viewing in a few months time."