Following the popularity if its show, ‘Makkal Munnal’, which is similar to the show ‘The Buck Stops Here’ with Barkha Dutt on NDTV, Thanthi TV now plans to further strengthen its prime time offering with two new shows.
The Tamil channel from the Dina Thanthi Group launched the show ‘Achcham Thavir’ on July 7, 2013. The show deals with different social issues and also highlights the prevailing mindset in the society. ‘Achcham Thavir’ is hosted by actress and political activist Khushboo. The show is aired on Sundays at 11 AM.
The second show from the Thanthi TV stable is ‘Natpudan Apsara’. The celebrity chat show will be hosted by Apsara Reddy and will feature well-known faces from Tamil Nadu. ‘Natpudan Apsara’ will be aired on Saturdays at 8 PM.
Commenting on the new shows, Shankar V Subramaniam, Vice-President, Marketing, Thanthi TV said, “To stand out from the clutter, any brand needs a differentiating element. This will help the brand gain an identity and acceptance in the market. The first step in that direction was ‘Makkal Munnal’. The performance of this show has been very encouraging as it has emerged as a leader in the time band that it is aired in amongst all news channels. ‘Achcham Thavir’ and ‘Natpudan Apsara’ are shows following this. We will be launching more new shows in August.”
The channel has been focussing on news and current affairs shows from Monday to Friday, while the content is more bent towards information and entertainment based shows on weekends. Subramaniam elaborated, “News emanates not only from politics and business, but also from sports, entertainment, and so on. We strive to be in the factual entertainment space. This includes talk shows, talent hunts, talent expositions, etc. The attempt is to get more audiences to sample the channel’s content. More and more socially responsible programmes, with a pinch of entertainment, are the right mix to stand out in the market.”
Meanwhile, the two new shows are being promoted through TV, print, radio and OOH media, including posters and bus panels. AMN, the group’s cable network, is also being utilised to promote ‘Achcham Thavir’. Ads have been carried in the Dina Thanthi newspaper, along with radio ads on Hello FM. The advertising spends are in the vicinity of Rs 80 lakh for each media property.