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Vijay TV targets young housewives with ‘You pick your mega’

20-February-2007
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Vijay TV targets young housewives with ‘You pick your mega’

Call it yet another sui generis from Vijay TV. After gaining substantial popularity among the youth by successfully cloning programmes aired on Star Group’s Hindi entertainment channels, Vijay TV is now set to woo young housewives with ‘You pick your mega.’

The experiment, touted as the first of its kind in the domestic television space, would allow viewers to select their favorite soap. The channel has roped in six production houses -- Touring Talkies, Yantra Media, Maus Vision, Magic Karma, Wide Screen, and Sri Shapta -- and has earmarked an equal budget and time for each of them to come back with four pilot episodes of a mega serial. These first four episodes would be aired from Monday to Thursday between 8.30 pm to 9 pm. There will also be a group of studio audience who would be watching these episodes and debate the pros and cons of each.

While actress Suhasini would play the host and moderate the debate, the channel has carefully picked up 30-40 housewives who are serial addicts through a market research. Telephone lines also will also be thrown open during the debate for viewers to express their views and pick up their choice.

Vijay TV General Manager Ravinath Menon said, “We are looking for female-oriented subjects catering to the 17-34 age-group. An equal amount of fund and time has been allocated to each production houses to come back with four episodes.’’

“Once Vijay TV viewers zeroed in on the particular soap that they would like to watch, the channel would sign that particular production house and spend Rs 1.5 crore on it to produce a 124-episode mega serial, which would go on air from April,’’ he added.

“You pick your mega’ is a concept that would act as a genuine path-breaking exercise and leave the choice with the viewers rather than imposing run-of-the-mill soaps. People are tired of regular tear-jerker soaps and are looking for something different. Maybe a unique concept and story,’’ Menon added.

Meanwhile, the channel is all set to launch Junior Super Singer that would replace one of its most successful reality components, Jodi No 1. This big-ticket show that would go on air on February 24, would span across three-four months.

While artists Usha Uthup and Chitra would form the jury panel, the channel is expecting active participation from both parents and kids. The last leg of Junior Super Singer audition would be held in Chennai on February 24. So far the channel has conducted auditions in Coimbatore and Trichy.

The channel is also launching the third edition of the successful Hutch Kalaka Povathu Yaaru III with participants from across the frontiers. “The third edition of the programme would see the participation of NRIs and women talent besides celebrities. The popularity of the show is such that getting celebrity participation and endorsement is not a tough task,’’ says Menon. It will go on air from March 9.

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