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According to the latest channel share figures released by TAM (Andhra
Pradesh 1 mn + towns including Hyderabad, 23 May to 19 June) Vissa
TV holds a modest 2 per cent share.
Talking to Indiantelevision.com, Vissa TV vice president R Radhakrishnan
explained the reasons why the channel had been faring poorly: "Basically
we are new entrants in the Andhra Pradesh television arena and we
have been facing fierce competition. Taking into account the Telugu's
craze for films, we have this handicap called 'fresh movies'. The
older channels hold the chunk of popular movies"
Radhakrishnan revealed that Vissa had adopted an aggressive movie
acquisition strategy and would be looking to acquire the maximum
number of new films available this year.
Talking about the extra measures taken by Vissa to tap the maximum
audience share from the film-crazy viewer segment, Radhakrishnan
said the channel had started telecasting Telugu feature films on
weekday afternoons and on Friday nights.
Radhakrishnan said the channel would be launching as many as five
new shows in the next three months, which include two ground event
based shows.
"We are planning a fashion show during the first week of August,
followed by a model hunt in September 2004 across seven to eight
major towns in Andhra Pradesh."
The channel has also bagged exclusive telecast rights of the South
Indian Filmfare awards for an estimated Rs 5 million. The show will
air on 11 July. The live event was held on 12 June.
Vissa TV will launch a daily show for women in August targeting
the afternoon band. Two interactive programmes are also being lined
up for an immediate launch.
Commenting on Vissa TV's progress with the launch of its news channel
Vissa News, Radhakrishnan said they were in the process of setting
up infrastructure and the launch would take place during early 2005.
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