Explaining the channel's decision to adopt the dubbed movie-formula
to its programming strategy Vijay TV head of programming Suresh
Iyer offers, "Films with non-duplicable content, films which
doesn't have any language or regional barrier, do have phenomenal
mass appeal. We used this strategy and it has turned out to be a
huge success."
The channel had conducted an extensive off-air marketing campaign
ahead of the Jurassic Park series in the hardcore Tamil speaking
markets - Coimbatore and Madhurai. The campaign was conducted in
schools where children were briefed about the Jurassic Park
series. Vijay TV also ran a watch and win contest among the school
children.
"The property is targeted at the whole family with a focus
on the kids segment," says Iyer.
In the on-air promotional campaign front, the channel ran SMS-based
contests wherein questions were hurled at viewers during the telecast
of the movies. The channel has been using the SMS contest feature
for all its major properties.
Vijay TV also telecasts dubbed versions of Hollywood martial arts
movies on Saturday nights. In the Hollywood blockbuster series the
channel will air Independence Day on 26 September.
It is to be noted that the newly launched Telugu channel Alpha
Telugu has also devoted a slot for dubbed Hollywood blockbusters.
Tamil channel Jaya TV has also decided to jump into the bandwagon.
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