Top Story

e4m_logo.png

Home >> Media - TV >> Article

Suvarna TV upbeat about its Tulu programming

11-October-2010
Font Size   16
Share
Suvarna TV upbeat about its Tulu programming

Suvarna TV has recently launched a dedicated time slot catering to Tulu speaking viewers. The channel is upbeat about its latest move. In fact, Suvarna is the first satellite channel to launch a dedicated Tulu slot, hence it manages to reach out to Tulu communities much beyond Mangalore and Karnataka. In the past, DD had Tulu programmes. Though there are many cable channels in Mangalore that have Tulu content, their reach is limited.

Explaining the reason behind bringing out a dedicated Tulu slot, Anup Chandrasekharan, Business Head, Suvarna, said, “Karnataka has many regions and languages within the state. When one starts understanding language dominance parameters here, it’s clear that Tulu is a very influential language. Besides Dakshina Kannada and Udipi districts, Tulu speaking people have spread across Karnataka, Mumbai and the Middle East. It is estimated that 5 million people speak Tulu world wide, and the community is very influential and instrumental in many areas. Surprisingly, hardly any content on television is in Tulu. Suvarna is the first satellite channel to have a dedicated slot for Tulu.”

On how this move has fared for the channel, he said, “The core objective of this slot is not purely commercial and gaining TRPs. If one looks at Suvarna’s strategy for growth, it is widening the viewership base by making inroads into every segment that matters. Starting March 2010, one can notice a change in our content. We call it fresh approach, ideas and fresh content. As per the strategy, we believe in introducing fresh programming that Kannada TV has never seen before. The change is in every aspect, which includes script, characters, production qualities, new and young faces, among others. This has propelled Suvarna’s growth both in terms of widening the reach and in TRPs. Launching a Tulu slot is further to getting closer to the viewers of Dakshina Kannada and Tulu speaking communities. Such initiatives work at a broader level than just numbers; like enhancing brand loyalty in the long run,”

“Coming back to evaluating the results, we have got very good response. Normally, afternoon bands getting 1.5-2 TRPs is seen a good ratings. Tulu bands delivered over 2 TVRs in ROK (Rest of Karnataka) market,” Chandrasekharan claimed.

‘Gothanaga Porthand’ is a comedy fiction directed by National Award winner for Tulu cinema, Shivadwaj. The programme is on air twice a week during weekends at 1.30 pm. Talking on the response to the slot, he said, “Tulu speaking community is rich in heritage and culture. Theatre, comedy in particular, is a very popular form of entertainment. The programme is three weeks old. We have advertisers from the very first episode itself. Brands like Center Fresh, Colgate, Dettol, Fairever, Happydent, Harpic, Head & Shoulders, Idea Cellular, Mentos, Tide, Uninor, etc., have advertised. The programme is sponsored by NuZen Gold Herbal Hair Oil.”

“This is a small beginning, and we are looking forward to expanding the band from 30 minutes to more. We also have plans to play Tulu movies in the days come. The ground work is done for the same and few movies have been acquired,” said Chandrasekharan on the way ahead for the Tulu time band.
 

Markus Noder, Managing Partner, Serviceplan International, shared innovative tools, ideas and methodologies to generate tangible business values

The primary reason that led to growth of OTT is the constant improvement of internet speed and service across the country: Sandeep Gupta, ACT Fibernet

Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

The Tata Group is considering review of its Public Relations mandate which is currently handled by PR firm Edelman in association with Rediffusion. The review is likely to happen post January 2018.

KVL Narayan Rao, Group CEO, and Executive Vice Chairman of NDTV passed away at 63 after battling cancer for two years

Week 44 (October 29-November 4, 2017) of RAM Ratings saw Big FM and Fever FM dominating Mumbai. Meanwhile Fever, Radio City and Radio Mirchi dominated Delhi, Bangalore and Kolkata respectively.