Vijay TV looks at sprucing up viewership with talent-reality format

MUMBAI: With the Hindi entertainment space going all out with reality-talent based shows, the trend seems to have caught up in the South as well. Star Vijay's next big endeavour in the Tamil arena is in the talent-reality space. Come December 20, and the channel will unleash its newest offering titled 'Azhgai' which is the search of for the ideal Tamil woman in terms of her character and individuality.

The hunt the channel claims is not a beauty pageant, but focusses on being beauty being more than just skin deep in terms of character and demeanor.

The brief essentially looks at the true 'Azhaghi' being a compassionate yet assertive, respectful yet rational, modern yet steeped in Tamil tradition and culture, attractive yet modest.

Speaking to, Star Vijay deputy GM Harsh Rohatgi explains, "The show is in the fly-on-the wall format, trying to delve into the participants and their feelings and emotions; in effect - real life drama. This is essentially an attempt to provide distinct alternative programming, so as to provide variety to our audience."

The show will entail the 20 final contestants living together during this period, and will be put through several mock situations. They will be analysed on their abilities to deal with situations that would be stretched till the maximum point.

The contestants will be evaluated in terms of personal care, arts, culture and tradition, human relationships, house keeping, beauty, self-defense and Fashion.

Adding to the excitement, is the elimination at every step till the count reaches five. Talking about if there have been any similar reality shows tried out in the South, Rohatgi says, " Well, this is a reality show but this is the first time a concept like this is being tried out in Tamil Nadu."

The central theme around the show is the celebration of the Tamil woman. Vijay has already had experience with the music talent shows namely Aboorva Ragangal and Are You Ready.

Coming to the advertising front, the channel claims that retail clients have welcomed the reality show as they feel associating with these shows would enable their brand to move closer to their target audience.

Vijay TV has also been aggressively running promos inviting applications for the show; highlighting the central theme which is the search for the true Azhaghi. It has been supported by high impact hoardings at key locations. The day of the launch will see an advertisements scheduled in one of the leading dailies in Tamil Nadu . The show is also being promoted across the Star India website and Vijay's exclusive web-site.

Rohatgi's closing words, "The intial response has been very good, and hope to see the show pick up momentum as it goes along."

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