Part of the Sun TV Network, Surya TV has been creating records by sweeping the charts. Having competed with Asianet for a while, this channel well known for its strategic programming, movie bank and state of art technology, has been most successful at understanding the pulse of the Malayalam speaking audience.
According to C.J Clement, General Manager - Programmes, Surya TV, "This was a giant task, in a market that was being monopolised by Asianet". He also added, "There has been no looking back since Surya carved a niche for itself. The goals were set in all the departments and the audience served as judges. Now the results are showing".
Week 13th Nov to 19th Nov saw the entry of 47 of Surya TV's programmes in the top 60 list, in the C&S overall ratings for Cochin. Reveals Surya TV authorities, "The latest report also indicates a clean sweep of the top 30 programmes by Surya TV in the programmes rating list."
They also add that on the C&S overall audience share front, Surya has been maintaining an average share of 38%, while competition enjoys a mere 19% only.
The growing popularity of Surya is of no surprise to media planners in Cochin. Despite the presence of five satellite channels and the impending birth of several others, media planners claim that so far only Asianet and Surya have succeeded in getting the attention of viewers in Kerala. They explain that the key to their success lay in their programming strategy.
According to a media planner, "Despite the initial hype Kairali is doing badly today. Even Jeevan TV would need to rework their programming strategy before clients agreed to advertise on the channel." He added however that in Kerala apart from Surya and Asianet, the other channel doing well in terms of enticing advertisers and viewers was the malayalam Doordharshan channel.