Amid IPL frenzy `Summerfest` delivers for Vijay TV

Surviving in the time of IPL and how. Vijay TV’s ‘Summerfest’ initiative for kids has delivered for the channel. The programme initiative that was kicked off on April 21 is still going strong for the channel with an exciting line-up of popular English and Hindi kids flicks dubbed in Tamil.

by exchange4media Chennai Bureau
Published - May 24, 2008 8:29 AM Updated: May 24, 2008 8:29 AM
Amid IPL frenzy `Summerfest` delivers for Vijay TV

In a bid to grab eyeballs in the time of IPL frenzy several television channels are dishing out an array of innovative shows. One such channel is Vijay TV, which had launched ‘Summerfest’, an exciting series of popular English and Hindi kids flicks dubbed in Tamil. The programme initiative began on April 21 at the 2 pm slot on weekdays.

The concept is paying off for Vijay TV, with the channel garnering an average share of 11.9 per cent in Chennai and 7.3 per cent across the state, leaving competition behind (Source: TAM, Mon-Thu 1400-1700 hrs; Chennai; CS 4-14; Wk 17-20) against 3.3 per cent shares in Chennai before the launch of Summerfest.

Quoting TAM figures, Vijay TV claimed that its channel share stood at 18.5 per cent, positioning itself behind market leader Sun TV (31.4 per cent) in Chennai (Source: TAM, Mon-Thu 1400-1700 hrs; Chennai; CS 4-14; Wk 20) in the 2 pm slot.

Animated film ‘Bal Ganesh’ scored 9.1 TVRs among kids, while Hrithik Roshan starrer ‘Krrish’ scored 3.8 TVRs, and snake thriller ‘Anaconda 3’ scored 7.0 TVRs (Source: TAM, Chennai; CS 4-14; Wk 17-20).

Other films that were part of the festival included ‘Krishna’, ‘My Friend Ganesha’, ‘Prithivraj Chauhan’, ‘Plane Dead’, ‘They are Among Us’, and ‘Tremors’, among others, which premiered for the first time on Tamil television and delivered for the channel. Popular Hollywood flicks like ‘Home Alone’, ‘League of Extraordinary Gentlemen’, ‘Encino Man’, and ‘Elephant Tales’ were also part of the line-up.

Meanwhile, Vijay TV also organised a ‘Watch N Win’ contest and gave away bicycles and magic show tickets every day.

The ‘Summerfest’ was promoted at the Spencers department store network in Tamil Nadu and flyer distribution among kids at playgrounds and parks.

The ‘Summerfest’ has more in store for kids in June with Hollywood titles like ‘Baby’s Day Out’, ‘Stuart Little 2’, ‘The Mummy Returns’, the ‘Jurassic Park’ series, ‘Air Buddies’ etc.

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