 The
channel has now dedicated its Sunday primetime movie slot for fresh
movies. According to Balaswaminathan, new movies - not necessarily
blockbusters - will be premiered in the channel. The 7 pm - 7:30 pm
slot (Monday - Friday) has been given a fresh look by introducing
new programmes including talk shows, youth programmes and film-based
shows. Another addition to the programming line up is the primetime
sitcom Krishna Cottage (Monday - Friday) launched on 20 September.
In October Jaya TV is launching a reality show hosted by popular
South Indian actress Lakshmi. The show will have the actress interacting
with people, listening to their problems and offering solutions.
Another show in the offing is a game show for the Saturday primetime
band. The show will be of one-hour duration.
Jaya TV is presently airing a gameshow Jackpot, hosted by
popular South Indian actress Khushboo. The show which has completed
100 eipsode recently is one of the highest-rated programmes in Jaya
TV's line up.
The channel is also planning to expand its early morning band.
The morning suprabhata will air at 5:00 am instead of the present
schedule 5:30 am. At 5:30 the channel will air religious chants.
During Navaratri, Jaya TV will telecast Karnatic music at 6 am.
"Apart from the new programmes, ongoing shows
have also been given a fresh look as part of the makeover,"
says Balaswaminathan.
Jaya TV has run an extensive campaign both on-air
and off-air to publicise its new look. The outdoor campaign was
powered by hoardings and posters deployed in major cities including
Chennai, Coimbatore and Madhurai. The channel ran a teaser campaign
in newspapers. The first in the teaser series said: !!199, the second:
19.9 and finally the third solved the mystery by giving the makeover
date 19.9.2004. The on-air-campaign was launched on 14 September.
Jaya TV holds a distant second position behind Sun TV in the Tamil
television market. Balaswaminathan says the channel has been doing
extremely well in the recent times.
"The channel has completed five years overcoming many a roadblock.
We have got more aggressive in the last two and half years and that
is showing results now."
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