Vijay TV goes outdoors for Tamil version of ‘KBC’

‘Neengalam Vellalam Oru Kodi’ is being promoted heavily across media. Innovative vehicles, coupled with conventional ones, are being used to attract viewers

e4m by Priyanka Nair
Updated: Feb 23, 2012 8:31 AM
Vijay TV goes outdoors for Tamil version of ‘KBC’

Vijay TV and Big Synergy have joined hands to bring the successful international format of ‘Who Wants to be a Millionaire?’ (‘Kaun Banega Crorepati’ in Hindi) to Tamil television with the launch of ‘Neengalam Vellalam Oru Kodi’.

‘Neengalum Vellalam Oru Kodi’ goes on air from February 27 and will be aired Monday-Thursday at 8 pm. The show would only be an addition to the channel’s PT programming; the current reality voice hunt for kids, ‘Super Singer Junior’, would shift to weekend early prime time slot. The current fiction properties have been given a new time slot as well.

The show would be hosted by popular Tamil actor Suriya, who is making his television debut with this game show. Vijay TV is leaving no stone unturned to announce the launch of the show. The one who gets all the questions right stands to win a sum of Rs 1 crore. The call for entry mechanism to participate in the show was announced on Vijay TV on December 25, 2011. There are many contests for the viewers too, who can answer them while watching the show on Vijay TV and win prizes as well.

Commenting on the marketing initiatives, K Sriram, General Manager, Vijay TV, said, “The market is witnessing and would witness the biggest marketing push that any programme would have received in South Indian television. Innovative vehicles, coupled with the conventional ones, will draw the audiences to watch the show. Extensive outdoor options have been explored, from cinema style posters to a complete train. Branding the show promotion finds place in all possible outdoor options. We have an exclusive Facebook page, which has attracted tremendous response. We have content which is being created exclusively for the web and there is a creative team which has been assigned to drive the site. Digital presence for the show is also in the form of ads, promotions on YouTube and other relevant sites where the Tamil audience traffic is high.”

Further to this Dev Shenoy, National Sales Head, Vijay TV, added, “The tremendous buzz for the show on ground has translated into immense retail interest and triggered a competition between national and retail clients for the limited advertising space available within the show, given that the sponsorship slots have been occupied already.”

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