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Veteran Tamil poet Vaali delivers numbers for Raj TV

12-September-2005
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Veteran Tamil poet Vaali delivers numbers for Raj TV

A poet has delivered an audience for Raj TV. As part of its felicitation series, which is expected to be a quarterly property for the Tamil general entertainment channel, Raj TV had put together an event to honour one of Tamil filmdom’s seniormost personalities, lyricist Vaali.

“The best thing about the success is that this is the third time in a row that our event has received an excellent response from the audience. It clearly proves that in the events genre, Raj TV is next to the market leader,” said B Shankar, Vice-President, Marketing & Sales, Raj TV.

The event has delivered the viewership numbers between 12:30 and 16:29 on its telecast date of August 28 for the channel. When the event went on air, the TVRs were at 7.31 for Raj TV (C&S 4+, Chennai, week 36, TAM), second only to market leader, but by a good distance, with Sun TV registering 19.27 on the TAM scales.

In the Chennai and Tamil Nadu markets put together also the show seems to have helped, with the channel registering TVRs of 6.36 with the 4+ TG.

The mega event run started with the felicitation of director K Balachander a few months ago. This was followed up with the finals of its talent show, Rajageetham Awards. The next event, promised Shankar, would be big, and would be scheduled within the next two months.

Are events a solid revenue-generating proposition too? Replied Shankar, “It is not that we make huge monies from these events. There is a certain amount of revenues, yes, but we have also consistently over-delivered. This is probably a reason why advertisers have reposed their faith in us time and again.”

The properties of felicitation, with the film fraternity in attendance, and high frequency promotions on the channels supported by other promotions, have propped up Raj TV in an increasingly competitive event-space.

Shankar attributed the success of the events to the concepts and the “way each event is uniquely positioned and promoted… The events have raised the expectations from viewers as well.”

While it is known that the next of Raj TV’s ‘mega events’ will not be felicitations, the channel has not shared further details.

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