Tag: Arya

Guest column: TV Analytics on Colors Tamil

Viacom’s entry into a new regional market with channel Colors Tamil has made big news since its launch in February this year. With its sampling phase for content still running, the channel’s performance has a dynamic impact on the regional television landscape. We studied the key viewership metrics for Colors Tamil over a month and found interesting content preferences among “core audiences” – a segment determined by individual exposure to TV content.

What kind of impact does Colors Tamil have on the industry? What does “core audience” analysis mean for broadcasters competing for higher share of eyeballs, and how can media planners leverage this data?

Colors Tamil is among Top Ten most watched Tamil channels

Despite airing much lesser amount of content compared to veteran players, Colors Tamil has earned a spot on the top ten most watched Tamil channels in just three months after its launch. Calculated by number of minutes spent by unique individuals, viewership share for the new channel reveals that Colors is a fast-growing contender in the Tamil segment on TV.

Top performing content on Colors Tamil: Matrimonial show woos maximum viewership

An analysis of top performing shows by viewership share (minutes viewed) revealed that 53.30% share went to Enga Veetu Mapillai, a matrimonial show similar to Hindi entertainment’s ‘Swayamvar’, hosted by South Indian actor Arya who also doubles up as the brand ambassador for Colors Tamil. Ranked second is Naagini with 21% viewership share, a Tamil dubbed version of Ekta Kapoor’s hit TV series on Colors TV (Hindi).

The success of both Enga Veetu Mapillai and Naagini suggests that trends in popular culture hold true across different language markets. The challenge lies in identifying the pulse of entertainment running across different ethnic markets. This can be derived by diving deep into content consumed by unique socio-cultural regions (SCRs) via TV audience research.

Overlap studies among ‘Core’ Colors Tamil audiences: What else do they watch on TV?

Overlap studies were conducted to see what else Colors Tamil audiences watch on TV, helping to further profile the channel’s viewer-base according to content preferences. These studies were conducted purely among the channel’s “core audiences”, people who watched the channel for more than 30 minutes during the analysis period.

The author is the VP of Data Insights at Zapr Media Labs.T he views expressed here are his own and Indiantelevision.com may not subscribe to them

June 18, 2018
Fox Star Studios & A.R. Murugadoss score a hattrick in Tamil cinema with Raja Rani

Fox Star Studios and A R Murugadoss’ latest venture, Atlee’s Raja Rani starring Arya and Nayanthara, has clocked a domestic weekend of 12.2 crore according to the production house, making it the fourth biggest opening of the year for a Tamil film and the biggest weekend ever for actor Arya. The film has also set the overseas box office ablaze and has amassed a whopping $800,000 over the weekend. Infact, the film has become India’s third highest weekend grosser in Malaysia.

Raja Rani’s success also marks a hat trick for Fox Star Studios and A R Murugadoss’s partnership that started in 2011 with breakaway hit Engaeyum Eppothum. While the film has found tremendous critical and popular acclaim for its content, what sets it apart from any other previous Tamil films in recent times is the sheer innovation of the marketing campaign.

Talking about Raja Rani’s success, debutant director Atlee says, “I am absolutely thrilled and really thankful to the audiences and the critics for such a warm reception to the film. I am also humbled by the response to the film from the family audiences for whom I had primarily conceived this film; I believe after a long time, even during the early morning shows, family audiences are thronging the theatres.”

A.R. Murugadoss, who partnered with Fox Star Studios to produce this venture, adds, “My production partnership with Fox Star Studios has been excellent. The company has a global presence which has helped to exploit the films very well. Fox and I had decided right at the start that we want to produce good movies with good messages and Atlee’s script had all those qualities. I am happy the audiences are loving it.”

Fox Star Studios CEO Vijay Singh concludes, “It’s been a fantastic record-breaking run for Raja Rani! Along with A.R. Murugadoss, we had decided we would back good scripts and new talents in Tamil rather than rushing into multiple acquisitions and releases. Today, I am happy to say that our strategy has paid off handsomely. In marketing, we were keen to bring our learnings from Hollywood & Bollywood and apply them in the Tamil market. Kudos to the Fox marketing team and Atlee for coming up with innovative ideas like the marriage invitation invite and the first-time ever roadblock of the trailer which created a buzz for the film beyond its starcast. But all the marketing efforts are no use without good content. And director Atlee has crafted a film which is hard to believe is a debut film. We look forward to working with him on his next film too! We have had a dream run so far in Tamil cinema ever since we made our debut in 2011 and as we move ahead, we are looking at an exciting slate of breakthrough cinema with CV Kumar in 2014!”

Fox Star Studios’ next venture will be Tigmanshu Dhulia’s Bullett Raja, it will be released on 29 November.

September 30, 2013
Fox Star Studios and A R Murugadoss Raja Rani to release worldwide on 27 Sept

Production and distribution giant Fox Star Studios and film maker and producer A R Murugadoss’ third Tamil venture, Raja Rani will have a worldwide release on 27 September. Produced in association with The Next Big Film Venture and directed by Atlee, the film toplines a stellar ensemble cast led by Arya, Nayanthara and featuring Jai , Nazriya, Santhanam, Sathyan and Sathyaraj making it one of the most awaited films of the year.

The film’s music set by G V Prakash is already a rage and has contributed tremendously in creating a massive buzz about the film – across all age groups. With the censor giving it a U Certificate, the film is set to capture the space of the biggest family entertainer of the year.

A R Murugadoss who along with Fox Star Studios, has given two break away hits, Engaeyum Eppothum and Vathikuchi, in 2011 and 2013, is looking forward to sharing the film with the cinema lovers. He says, “I have full faith Raja Rani will get a thumbs up from the audiences. I was overwhelmed and laughed and cried in parts through the film. I am really proud of Atlee for directing such a heartwarming film and the actors for coming out with such terrific performances.”

Fox Star Studios CEO Vijay Singh adds, “Raja Rani is our third film with A R Murugadoss. While we are taking our relationship with him to Hindi cinema as well, I can vouch that with Raja Rani we have created a film that will entertain everyone. It has one of the best musical scores coming out of the Tamil industry in recent times and I am confident that audiences will endorse Raja Rani’s love story whole heartedly!”

The film is set to have one of the widest releases for a Tamil film in Tamil Nadu and rest of India and world through the distribution might of Fox Star Studios.

September 13, 2013
UAE to play host to second edition of SIIM Awards

NEW DELHI: The second South Indian International Movie Awards (SIIMA) is to be held at the Sharjah Expo Centre on 12 and 13 September this year.

Actress Shriya Saran, along with Rana Daggubati and Arya, announced at a press meet in Dubai that shortlisting of the best films of all South Indian languages – Malayalam, Tamil, Telugu and Kannada – was in progress.

SIIMA has been instituted with the aim of creating a global platform for the South Indian film industry which releases over 500 films in a year and is one of the largest in the world.

SIIMA founder and MD Vishnuvardhan Induri said: “SIIMA is a platform for South Indian Film industries to showcase their cinema to the world, SIIMA will travel to a different country every year and it will be a great platform for south Indian films to market and publicise their movies.”

Arya, Indian Tamil actor and co-host at SIIMA, said: “I am very excited to be a part of a function where South Indian cinema is presented on a global platform.”

The awards ceremony will be spread over two days. Day one will comprise the ‘Generation Next Awards Night’, and will be hosted by former Miss India World and actress Parvathy Omanakuttan, and co-hosted by stand-up comedian Ash Chandler. The ‘Popular Awards’ will be held on day two, and will be co-hosted by Arya, Shriya Saran, Rana Daggubati and Sonu Sood.

Shriya Saran, co-host at SIIMA said, “I am very excited to be a part of SIIMA. I had started my career with South Indian films so this industry is very close to my heart. I am really thrilled that I am co-hosting this prestigious award function and will be sharing the platform with three handsome co-anchors.”

The prestigious panel of experts at SIIMA have chosen the nominees of the awards, and the winners will be chosen by an online voting system.

Rana Daggubati, Indian actor and co-host at SIIMA said: “I am really looking forward to being with a room full of attractive, admired and extremely successful people from the South Indian film industry that are being honored for their artistic contribution. As the host, it will be a pleasure to ensure that amongst all the cheer, the stars have a good time, are thoroughly entertained, and cherish their moment of praise.”

The awards night will be packed with breath-taking acts and performances by some of the biggest stars in South Indian cinema.

August 8, 2013