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.