ITV

Category: Vijay TV

  • 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.

  • Vijay TV promos bags top honours at Sparks 2004

    MUMBAI: Star networks’ Tamil channel Vijay TV came out on top winning both the Gold and the Sliver awards for its promos at the 27th Annual Ad Club Madras awards Spark 2004 which was held on 19 March in Chennai.
     

    This year there were a total of 712 entries as against 654 last year. 65 agencies, largely from South India, fought for a place in the hall of fame across 36 categories. In the Television Commercials – Promo Spots Category, there were 19 entries and four nominations. Of the four nominations, two were Vijay promos and both of them made the grade to pick up the honours.
    Vijay TV’s Gold award winning Jet Li promo

    The Gold was won by the promo for the Jet Li Action Movie “Once upon a time in China” (which ran as part of the Weekend Action Film Festival) and the Silver by the Sagalai Vs Ragalai promo (a comedy running on weeknights). Both the promos had cleverly woven elements from popular Tamil films in an interesting, creative and humorous way to promote the respective properties.
    Vijay TV’s Silver award winning Sagalai Vs Ragalai promo

    The Gold winning effort used a famous scene from Thiruvilayadal, a classic movie of the 60s, to introduce Jet Li as the hero of the movie. The promo that won the Silver, cleverly used leading star Rajinikanth’s scene from the movie Baba. A tactical post-production job ensured that visually it was seamless. The audio was tweaked using a mimicry artist to warn the two anchors of the show to give the viewers a good laugh in typical Rajni style.
    The dynamic team

    Vijay, with its strategic and structured approach to on-air promos, comprises a team of creative talent who has a great understanding of the Tamil idiom. Ramesh Mydur, a veteran in the ad-film making industry at Chennai, leads the team. Vijay is continuing to pioneer the on-air promo effort in this market and has raised the bar on the quality of promos aimed at consumers.