Vijay TV spins separate story around 'KBC 2'

MUMBAI: With the clock ticking down to the launch of KBC 2 on 5 August, Star India's Tamil channel Vijay TV is putting together its own plans to monetise the biggest property of 2005.

Vijay TV is separately selling KBC 2, which will be dubbed in Tamil, targeting all the advertisers - national and retail. Two of the main sponsors of Star Plus have already tied up with the channel and officials expect that more will follow suit as launch date comes closer.

Explains Vijay TV deputy general manager Harsh Rohatgi, "The retail market is showing a greater response as they are glad to be associated with a show of such scale and grandeur."

While the consumer proposition is the same in Tamil as it is across the country, the endeavour very clearly is to optimise the million dollar format extending its appeal to the southern market at well.

Says Rohatgi, "KBC had huge viewership and recall in its original Hindi avatar on Star Plus in Tamil Nadu as well and we are building on that heritage. Instead of 'Ummeed se Dugna', on Vijay we are promoting the show as 'Nambikkaikku male Double', which means twice more than your hopes."

One critical aspect of the dubbed version of KBC2 will be the Tamil "voice" of show host Amitabh Bachchan. The search is on for a famous artiste from the cine world with whom the Tamil audience would relate to spontaneously. "There will be a near-perfect replication of Amitabh Bachchan's voice and style of delivery even post the dubbing," assures Rohatgi.

For Tamil Nadu, Vijay TV has planned a cross media campaign entailing print, outdoor, radio and ground activation. The channel will follow the same brand communication as is being used in the Hindi speaking markets adapting it to the region.

While Rohatgi was very tightlipped about the programming that is being planned around KBC 2 , he pointed out that there will be a new show on Fridays from 8-9 pm. Currently the 9 pm slot on Fridays and Saturdays airs martial arts movies which is being pushed to the 10 pm slot. "On the whole, there will be a slew of weekend programming around KBC," adds Rohatgi.

Vijay TV has managed a loyal audience base in the 9-10 pm band with their recent special movies/events on Fridays and the successful Chinese dubbed movies on Saturday. Vijay is hoping to create momentum that would also help them in creating an audience base on Sunday evenings.

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