Since Vijay TV became the first southern channel to go pay, it has seen several complications. With cable operators blocking the channel from the first of September for week, the channel has had to fight assumptions that if the ruling Sun was still free to air, viewers would refuse to pay. However with Vijay TV being available again, the focus is now on better programming.
According to G.Srihari, Corporate Communication, Vijay TV, "The reality show is one of our most popular shows. Hence to sustain the interest of our viewers, in a few weeks from now we intend to have 'Kathai alla nijam' specials with celebrities". Apart from this viewers will also get to see at least one blockbuster a month. Reveals Srihari, "We will show films like Dr Rajshekhar's 'Om' and Maniratnam's 'Iruvar' among others".
He also explained that among the new soaps on Vijay, "Sreeraman Sridevi" and "Poo Vilangu" have caught the attention of viewers.
Apart from 'Kathai alla nijam', Vijay's other top shows are Kavyanjali, Agnisakshi and Nee Naan Avval. Otherwise TAM Research indicates over 20 of Vijay's shows that feature in the top 100 during weekdays in the Prime Time band.
According to Ajay Vidyasagar, General Manager, Regional Channels, "Kavyanjali & Agni Saatchi have been running on Vijay since October last year & are currently some of the longest running daily soaps in TamilNadu." He also added that Kavyanjali, on the 8 pm slot, has been consistently getting TRPs in the region of 10 and a channel share of 30% in the ABC 15+ Female TG - which is critical for most brands.
A sure sign of success is the inclusion of bigger brands over the last year, though critics claim that Vijay’s advantage lies in being a part of Star. Reveals Ajay Vidyasagar, "Some of the leading brands advertising with us are HLL, Horlicks, Nestle, Reckitt Benckiser, Oyesterbay, TVS, Asian Paints, Nerolac, Amul, CavinKare, Hero Hondo, Airtel, Britannia, Marico and Himalya among others".
Despite the steady rise in market shares, media planners don't foresee any change in Sun TV’s popularity. Many claim it isn't easy to match the success of an "Annamalai" or a "Nambikay" which are two of Sun's popular shows. But others feel that if not competing in terms of market shares, Vijay TV is certainly providing viewers with alternatives and that the popularity of 'Kathai alla naijam' is proof that they are here to stay.