Vijay TV builds around KBC2 time band; to air three new shows from September
STAR group’s Tamil general entertainment channel, Vijay TV, is on a programming revamp spree this September. Besides gameshow ‘Vasool Rani’, which premieres on September 19, the channel is also launching two programmes – countdown show ‘Chiku Buku’ on Saturdays, and ‘Sigaram Thotta Manithargal’ on Sundays.
Meanwhile, the second phase of marketing has begun for KBC 2, and Vijay TV’s focus will be on the Chennai, Coimbatore, Madurai, Sivakasi, Tirupur, and Erode markets in this phase.
“Going by the ratings of the past few weeks, we feel that KBC 2 Tamil has stabilised in Chennai. We are starting a fresh round of communication activities in the rest of Tamil Nadu and are hopeful that the numbers will improve further still,” said Harsh Rohatgi, DGM, Vijay TV.
Close on the heels of the successful launch of KBC 2 in a dubbed Tamil version, Vijay TV has announced the launch of ‘Vasool Rani’ to engage the ladies. While KBC 2 will target audiences during weekends, ‘Vasool Rani’ will air from Monday to Thursday, in the 9.30 pm to 10 pm slot. Rohatgi was confident that the new game show would well.
The format of the new show is simple, and opens with five pre-chosen players with 1,000 points each. The organisers have woven in options like choice of racks, with questions of a certain difficulty level being part of each rack, to make proceedings more interesting. A contestant winning on three successive days will get a bumper prize, as per the format.
The Sunday show, ‘Sigaram Thotta Manithargal’, will feature success stories of people from various fields (including cinema), as they “relive their experiences on their road to success”.
Some of the guests to be featured in the programme include RADAAN Chief Radhikaa Sarathkumar, film director K Balachandar, actor Sivakumar, playback singer K J Yesudas, Dr Thanikachalam, lyricist Vairamuthu, Infosys’ Narayana Murthy, and TVS’ Venu Srinivasan. The show will air in the 7.30 pm to 8 pm slot, starting September 25.
The third show, ‘Chiku Buku’, will be a countdown show featuring the top 10 film songs of the week (besides a couple of pop and remix numbers) and hosted by a different film or TV personality each week.
The channel hopes to make the countdown interesting through SMSs, letters and e-mails (as also recorded telephone calls) from viewers addressed to the host/hostess. This will also air in the 7.30 pm to 8 pm slot from September 24 and will cater to the ‘young at heart’. The date of launch for this show has not been finalised yet.
Both these shows have been slotted before KBC 2 to increase viewership leading up to the immensely popular game show, which airs at 9 pm. “The strategy on the weekends is to build around the KBC 2 time band,” said Rohatgi.
This is not all, more shows have been planned for launch in the next two months. Confirming this, Rohatgi said, “Yes, there are plans to bring in new shows and the time bands have been decided. We will announce the same closer to their launch.”
For now, with both the new weekend shows (both in-house productions of Vijay TV) involving celebrities, the channel must be hoping to add to its healthy weekend shares post the KBC 2 launch. Just as the channel is banking on the weekend game show magic of KBC 2 stretching to weeknights with ‘Vasool Rani’.
Our typical marketing budget is usually 10 per cent of the topline spend