MUMBAI: Movies - that magical formula to help viewers stay glued to the TV set - are swinging the pendulum in favour of Raj TV in the the southern state of Tamil Nadu. TN has Sun TV as the undisputed leader. But there is a scramble for the number two slot between the rest. And it is Raj TV which is edging ahead, claims the channel, citing TAM audience share and viewership data for its Friday night blockbuster movies.
Raj Television Network head - national sales B Shankar says: "Raj TV is adding credence to its claim of being the most cost-effective medium in Tamil Nadu. The film Kalatpaadai aired on its "Friday Blockbuster" slot (named as Velli Minnalgal) on the night of 4 April 2003 (8:01 pm) has placed it as the No. 2 channel in Chennai and Tamil Nadu in the cable and satellite (C&S) homes. It got a TVR of 6.88 in the C&S 4 years plus in Chennai."
Raj TV officials also point out that in the C&S 15 + all - Chennai market; Raj and KTV share the same honours with the same TVR of 5.13 for that particular day and timeslot. They add that in Tamil Nadu, Raj TV (with a TVR of 3.20) is running close to KTV (with a TVR of 4).
"In short, Raj TV is a better buy than any other channel if you consider the parameter of cost effectiveness," adds Shankar.
However, it is important to note that TAM India data reveals that Sun TV still towers over Raj TV and the others.
Shankar also points out that the film Minnale (aired on 28 March between 8:01pm and 23.59 pm), made Raj TV a clear No.2 channel in Chennai in the females 15 years+ SEC ABC category in C&S homes. Both Raj TV and KTV had a reach of 92,000 (TVR of 4.03) female viewers in the above category and a share of 13.17 per cent.
TAM India data reveals that Sun TV leads the pack with a total viewership of 287,000 viewers and a TVR of 40.84.
In the males 25 years + SEC AB category, Raj TV emerged as the clear No. 2 with a TVR of 2.57 and a share of 11.47 per cent as compared to Sun TV's share of 34.4 per cent. In the all adults 25 years + SEC ABC category, however, Raj TV lagged behind Sun TV (42.55 per cent) and KTV (11.78 per cent) with a share of 10.75 per cent.
Meanwhile, Raj TV's Telugu channel called Vissa TV will launch on 23 May, 2003.
"Raj TV is also planning a mega-event with south Indian superstar Vijay in seven towns. This is scheduled to start around the second week of May and will continue till third week of June. The event will be sponsored by Coca Cola and the co-sponsors include VIP Frenchie amongst others," elaborates Shankar.