Television

"We are on the way to weaning viewers from Sun" : Suresh Iyer Vijay TV

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2016/01/28/Suresh%20Iyer.jpg?itok=m20uB3ey
It was after an eight year stint in UTV Mumbai that Suresh Iyer shifted down south to start the company‘s operations in Chennai. It was during this phase that the production house teamed up with Star India to revamp the sickly Vijay TV and Iyer took charge as the programming head.
Vijay‘s launch in its new avatar in October 2001 helped shake reigning Sun out of its complacence, obliging it to launch an exclusively film channel KTV to combat Star power from emerging in the south. A year down the line, Vijay claims to have made a dent into Sun‘s stronghold, inched past KTV and left rivals Raj and Jaya at least a mile behind in the channel share stakes.
Iyer likens a typical television channel in the south as a department store, where every section has to be well-stocked in order to appeal to the customer. In a chat with indiantelevision.com, Iyer outlined his plans for making Vijay the best stocked channel of the south?

Where does Vijay stand in the numbers game today?



In Tamil Nadu, Vijay is the only channel that is showing steady growth. During Kavyanjali, there is a over 25 per cent jump in channel shares, while it is nearly the same when Kadhai Alla Nijam is being aired. Our effort is now to make Vijay well stocked on all fronts. In the past, it suffered from a lack of consistent identity. There was a time when it targeted youth, then a time when it tried to become a family oriented channel. Right now, I would describe any successful channel in the south as a well stocked department store, with each section well supplied to cater to different kinds of customers.

Currently, we have all time slots - morning, afternoon and night - stockpiled with a choice of good shows. The effort is also on to appeal to each target audience, although we are focused on targeting the SEC A, B,C 15 + female audience.

"Right now, I would describe any successful channel in the south as a well stocked department store, with each section well supplied to cater to different kinds of customers"

Which are the new shows on Vijay TV and who do they target?



Apart from Kadhai Alla Nijam (KAN, the reality show hosted by Lakshmi that focuses on re-uniting missing persons with their families), we have launched Shriraman Shridevi, a fresh interpretation of the Ramayan in a modern context. Slotted in the 9 - 10 pm band, the serial, which started on 19 August, has been shot to scale and moves from a rural to urban set up. We have also launched another serial directed by Revathy from 15 July and a women oriented serial written by well known Tamil author Indumathi in the 8.30 pm band. KAN is telecast between 12.30 pm and 1.30 pm, with a repeat at 10 pm. The idea is to take on major shows on Sun TV in the 7.30 pm to 11 pm slot and the 12 to 2 pm slot.

"Although Sun remains the clear leader, we have beaten KTV in the afternoon band as well as during the belly of prime time"

How was KAN conceptualized and how does it work?



We wanted to create a reality show that would have an element of drama as well as human emotion in it, without becoming a dragging bore. To that end, we decided to split the one hour show into five segments. The first of it recreates the story of the protagonist with the help of clippings, the second opens the story for discussion as it were while the third portrays a mirror story. The fourth and fifth segments are live phone in sections, in which we feature experts as well as affected parties. The drama is built up with surprise elements at the end of each section.

The sets at our studio at Kodambakam have been designed by Sabu Cyril and the lighting comprises completely of tubelights to give an even feel to the sets. We have tied with Bharati as well as VSNL for the phone ins. We usually get a barrage of phone calls from the second segment itself, and several people have even volunteered to help the people featured in the show.

"We have drastically changed the way channels are packaged in the south. The concept of classy on air promos has also taken off in a big way due to Vijay‘s promos"

So, have you beaten rivals Jaya and Raj in the fight for the third spot in Tamil Nadu?



It‘s no longer a fight for the third spot. TAM figures for August 2002 have given us a clear edge over Raj and Jaya in the 12 to 2 pm band. Although Sun remains the clear leader, we have beaten KTV in the afternoon band as well as during the belly of prime time - 9.30 pm to 11 pm. We are now trying to eat into Sun‘s share so that even if it retains say 50 per cent channel share, we can try to reach 15 to 20 per cent on our own.

How has audience perception of Vijay TV changed since its relaunch in late 2001?



Viewers now perceive us as a neutral channel they can trust. While Sun and Jaya often give the biased version of news, we have reaped the benefit of being a neutral player in the stakes. We have daily news bulletins, courtesy NDTV, at 7 and 11 pm which draw a reasonable audience. We now reach nearly 70 per cent of Tamil Nadu. We have drastically changed the way channels are packaged in the south. The concept of classy on air promos has also taken off in a big way due to Vijay‘s promos.

So, is Vijay focusing on fiction to bring in the viewers or you planning to introduce new genres?



Fiction will remain the cornerstone of our programming. Novel concepts like KAN also work, but the game show genre is still shaky territory. A Koteeshwari is fine, but it has to generate Koteeshwaris (crorepatis) regularly to sustain viewer interest, something that is not possible with regional channels. Vijay‘s focus will now be to introduce fiction based shows to wean away Sun‘s following, and the strategy will be to move the stories faster and better.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/20/BIG-Magic_Akbar_Logo.jpg?itok=WhRLhaGi
Big Magic to air 'Akbar' from 20 Feb

MUMBAI: BIG Magic, a variety general entertainment channel, adds yet another unique offering to its bouquet of shows with the launch of a first-of-its-kind historic drama, ‘Akbar’.

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/20/IPL-2017%20%281%29_0.jpg?itok=6bGpZAhN
IPL 2017 auction: Ben Stokes, Tymal Mills top overseas buys, Karn Sharma biggest Indian buy

England’s all rounder Ben Stokes at Rs. 145 million (RPS) followed by compatriot Tymal Mills at Rs. 120 million (RCB) were amongst the top foreign buys, while Indians player Karn Sharma was picked by MI for Rs. 35 million at the Indian Premier League (IPL) 2017 auction that began in Bengaluru...

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/20/Big-Little-Lies%20%281%29.jpg?itok=T6WzQH0j
Star World Premiere HD set to air 'Big Little Lies'

Star World Premiere HD is now all set to premiere one of the most awaited series of the year –Big Little Lies on 21 February at 10 pm.

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/20/Vikas-Handu%20%281%29.jpg?itok=bzbhX7if
Vikas Handu joins India TV as VP digital strategy

Vikas Handu has joined India TV as a vice president, Digital Strategy. Prior to this he had been heading product and technology at The Indian Express group. He will report to Ritu Dhawan, MD and CEO, India TV.

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/20/Living-Foodz%20%281%29.jpg?itok=YoEyleUL
Living Foodz partners with 'All Things Nice' for the 5th Edition of 'Celebrating India's Finest'

All Things Nice hosted the 5th edition of ‘Celebrating India’s Finest’ to recognize the winners of the ‘Indian Wine Consumer’s Choice Awards’, 2017, in association with lifestyle partner Living Foodz. The premium lifestyle channel is set to bring this unique experience to it’s viewers for the first...

Television TV Channels Specialised and Niche
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/19/pepsi-ipl%20%281%29.jpg?itok=xgcsPsUr
IPL: BCCI interim admin issues directions on player auction

BCCI's Committee of Administrators (CoA) on Sunday issued the following directions in respect of the upcoming IPL Player Auctions to be held in Bengaluru on 20th February 2017:

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/19/raj-nayak.jpg?itok=D-QNNKzN
BT Media distributing Colors HD to Sky UK subs

BT Media & Broadcast, the global media services business of BT last Friday evening announced its association with Viacom18, one of India’s fastest growing entertainment network, to bring its flagship Hindi general entertainment channel, Colors, to Sky TV subscribers in the UK in High...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/17/india-tv%20%281%29.jpg?itok=HWCANXFr
India TV rules Hindi News, ABP dominates Hindi Rural

India TV toppled Aaj Tak in the Hindi News genre taking the number one position. In this week’s data, India News gave way to News18 to feature in the top five channels list.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/17/vivo%20%281%29.jpg?itok=-DHigbci
Sony Six to telecast IPL player auction live

The sports cluster of Sony Pictures Networks India (SPN) is all geared up to broadcast the Vivo IPL 2017 player auction live and exclusive. The auction will be aired from Bangalore on 20 February 9 am onwards on Sony Six SD and Sony Six HD channels.

Television TV Channels Sports

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories