Raj lures housewives with baubles

MUMBAI: If diamonds are a girl's best friend, Raj TV is exploiting this friendship to the hilt, with some good results.

A recent contest in association with De Beers not only yielded a substantial rise in viewership among women, it also elicited a thumping response to the contest that required viewers to watch two prime time shows. According to Raj Television Network national sales head B Shankar, the Diamond Nakshatra contest held for the first time on a satellite channel in Tamil Nadu targeted two properties - the daily Geetanjali at 8 pm and the Friday blockbuster slot, Velli Minnalgal.

The campaign ran for 36 days and was supported by advertisements in the Hindu and the Daily Thanthi with creatives created by JWT. De Beers had earlier partnered with the channel for its Dhanteras initiative, which had the broadcaster telecasting vignettes on the importance of the Diwali festival and the significance of buying jewelry on the auspicious day.

In 4 May this year, the channel had also telecast vignettes showcasing celebrities speaking on the significance of Akshayy Tritiya and the importance of buying gold on that day. The event was done in collaboration with the World Gold Council and had major gold merchants from Chennai and other cities participating. The teaser promos were put on the channel from 20 April itself and the channel too sported a gold coloured theme during the period, says Shankar.

The initiatives have paid off in terms of increased viewership among women in a regional television scenario that's dominated by Sun TV and KTV. The idea of luring women viewers with gold and diamonds is reaping good dividends particularly as spending power in the South is going up and women are emerging as major decision makers within the family in the last couple of years, says Shankar.

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