In a bid to consolidate its position as a family entertainment channel and to get to ahead in the race of number game, Zee Tamizh is getting ready with an all-new programme line-up.
As part of this revamp strategy, five new shows were introduced recently including Dhool, Dance Tamizha Dance, Y this Kolaveri, Namma Veetu Mahalakshmi and Isai Unplugged.
Dhool is a stand up comedy show where as Dance Tamizha Dance as the name suggests is a dance show produced by actress Simran’s company Arigem and judged by one of the renowned Choreographer Chinni Prakash along with Simran herself. Y this Kolaveri is a singing programme, where a non singer can be a participant. There will be hurdles when a person is singing and the challenge is to sing one complete song without getting distracted. Internationally this programme is known as Sing if You can and Killer Karaoke.
Namma Veetu Mahalakshmi, a women based game show is hosted by actress Khushboo while Isai Unplugged, is a new programme where all old Tamil unplugged songs are shown.
Commenting on the new line-up, NS Easwaran, Business Head, Zee Tamizh said, “When it comes to television viewing, Tamil viewers like to be as much grounded in reality as they would like to take fantasy flights. Though soaps have taken a major pie in the Tamil market, Zee Tamizh has always got success with its non-fiction content. The most defining show is Solvathellam Unmai. It is the non-fiction content that we are strong in and we will now look up for making more fiction shows and make a mark in that as well.”
He added, “We have taken the traditional route. On weekdays we will have fiction shows in the evening prime time apart from one non-fiction show Solvathellam Unmai. On weekends we will have all the non-fiction shows and packing it up with films.”
Some of the new shows that the group has plans to launch in 2014 include two non-fiction and two fiction shows. A chat show, Nil Gavani Sollu meaning Wait, Listen & Talk, and kids game show is also in the pipeline. Two new fiction shows will be aired from January 20, 2014 including Oru Kai Oosai and Gayathri depicting women empowerment.
Dhananjayan who looks after the non-fiction programming at Zee Tamizh adds, “The shows that we are launching will be the first-of-its kind and I am sure the content will be liked the viewers. With great detail we have take our decisions and come out with content that will find a friendly market too.”
Easwaran believes that the biggest challenge for Zee Tamizh is to compete with established players like Sun and Star Vijay. He also said that the group in the Tamil market has grown by 60 -70 per cent in 2013 taking the third position.