Watch out for Airtel Super Singer; Ravi Menon promises a more vibrant Vijay TV

Watch out for Airtel Super Singer; Ravi Menon promises a more vibrant Vijay TV

Author | Gokul Krishnamurthy | Thursday, Mar 16,2006 7:29 AM

Watch out for Airtel Super Singer; Ravi Menon promises a more vibrant Vijay TV

Vijay TV is all set to launch a Tamil version of the successful Hindi show ‘Super Singer’. Airtel ‘Super Singer’ follows the channel’s successful simulcast of the dubbed ‘KBC 2’ on Vijay TV, and the successful run of ‘The Great Indian Laughter Challenge’s Tamil variant, ‘Kalakkapovadhu Yaaru’.

The search for the best voice in Tamil Nadu will start airing sometime in April 2006. The channel is looking to create a mega property in ‘Super Singer’, and its new GM, Ravi Menon, promises more activity in the days to come.

“We find from the market that Vijay TV as a brand has a lot of equity. It has over a period of time built a certain image. We need to build on that further. There is more strategy being ploughed into the market, we will see sharing of resources with Mumbai, and people who helped some of the other STAR channels do wonders will contribute to Vijay’s growth too,” said Menon, speaking to exchange4media.

Besides creating programming properties, the channel will work on its on-air presentation. “When we did it with STAR Plus, it did wonders for us. On air should not just be functional, but vibrant. Soon, whenever you switch on Vijay, it will be vibrant,” he explained.

The attempt is also at deliberately making Vijay TV a more visibly STAR Group channel, and making the platform more desirable to national clients. The attempt has begun with ‘Super Singer’, which is being conceived with the flavours of ‘Indian Idol’ and ‘Ka Boom’ – high decibel, pure entertainment.

Menon, the former Content Head of STAR One, explained that the channel would try and integrate thought and activity around the property, and thereby create the option of returning to it year after year.

On the move to Chennai and the team here, he said, “There is a lot of expertise and talent here, in our Chennai office. Even our Mumbai guys should look at this. It’s a lot different here – you get hands on experience, and most shows get produced in-house.” On the Chennai experience so far, he added, “One thing that’s common in everyone’s life in Mumbai is the hype, and that’s missing here. And lack of hype helps you in detailing.”

A lot of detailing is going behind ‘Super Singer’. The winner will get to sing to the tune of composer Harris Jayaraj, and the auditions will be held at Coimbatore, Madurai and Chennai from the first week of April.

Tags: e4m

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