MUMBAI: Star's Tamil entertainment channel Vijay TV has targeted the 'fun-loving' segment for its primetime. The channel has announced the launch of a string of comedy weeklies for its 9:00 pm slot.

The comedy weeklies are scheduled to launch from 19 July. The shows that will air from Monday - Thursday will have 45 minutes duration. Vijay has roped in some of the biggest names in the Tamil entertainment industry to anchor the shows.

Tollywood's versatile comedian Kovai Sarala will make her TV debut as a hostess for the show Sakkalakala Sarala. This is a mono-act comedy to get a bag of laughs, interlaced with some the most popular comedy scenes. The show will air from 22 July 22 every Thursday at 9:00 pm.

Idhu Eppadi Irukku which is a standup comedy that ridicules the histrionics & the so-called filmi "ishtylesis hosted by Bosskey, a popular television comedian amd stand up artist. The show will air every Monday at 9:00 pm from 19 July.

Kadavul Pathee Mirugam Pathee is an innovative film review hosted by Nandoo, a popular television host & theatre personality and will air every Tuesday at 9:00 pm. Lollu Sabha is the re-enactment of some of the popular scenes from films and will air on Wednesdays at 9:00 pm.

Reasoning the decision to go for the comedy genre Vijay TV head of programming Suresh Iyer said, "Comedies appeal to a wide section of the audience. Further, our approach has been very refreshing, instead of treading the beaten track, we have created formats that have a signature in terms of faces, characters and treatment."

"This is an on-going process and as always we are aiming to raise the bar in terms of innovative programming," he added.