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‘Hulk’ powers the ratings for Vijay TV; channel draws up kids’ summer special

10-April-2006
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‘Hulk’ powers the ratings for Vijay TV; channel draws up kids’ summer special

Hollywood movies are here to stay in their dubbed Tamil versions. Vijay TV’s Hollywood slot, at 11 am on Sundays, saw ‘The Shadow’ (March 12), ‘Buffy the Vampire Slayer’ (March 19) and ‘The Hulk’ (March 26) do well on the TAM charts.

On March 26, between 10.59 am and 1.58 pm, Vijay TV’s channel shares read 43.6 (All TG), 62.1 (Kids), 43.2 (F15+) and 38.4 (M15+) in Chennai, and an equally impressive 36.2 (4+), 51.1 (Kids), 32.2 (F 15+) and 33.9 (M15+) in the Tamil Nadu market (Source TAM).

The channel attributes the success of ‘The Hulk’, which has claimed whopping shares, to 360-degree promotions including on-ground activities at schools in Chennai and Trichy. The promotions kicked off with interesting teasers followed by slick launch promos.

Said Ravi Menon, GM, Vijay TV, “Vijay TV was the first Tamil channel to bring world class movies to the Tamil audience in their native language .The party started with the record breaking ‘Titanic’ and ‘The Hulk’ has ensured that the legacy continues.”

A specially designed postcard announcing a ‘Watch and Win Contest’ was distributed, with ‘The Hulk’ DVDs and a diamond necklace being the lures. The channel said that the 14,000 responses it received on the 7827 platform was in line with the high TRPs the movie had garnered.

In the previous two weeks, the channel’s shares read 16.6 (All TG), 28.3 (Kids), 19.4 (F15+) and 14.2 (M 15+), (‘The Shadow’, March 12, Chennai market), and 23.1 (All TG), 19.7 (Kids), 23.9 (F15+) and 19.4 (M 15+) (‘Buffy the Vampire Slayer’, March 19) (Source: TAM).

Vijay TV has announced a summer holiday package with the ‘Kids’ segment in mind. Monday through Friday, ‘Kutties Kondattam’ will begin at 12:00 pm with ‘Karma’, run through 1:00 pm with ‘Maveeran Hatim’ and finally a kids film (action, comedy, fantasy genres) at 2:00 pm. Saturdays have been devoted for popular Jackie Chan movies, slotted at 11:00 am.

On Sundays at 11:00 am, the Hollywood fever continues. The line up for this summer includes ‘Casper’, ‘Babe - Pig in the City’, ‘K9’ and ‘Dr Dolittle’.

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