ITV

Tag: Marumugal

  • Star Vijay’s ‘Marumugal’ claims top prime time Tamil serial spot

    Star Vijay’s ‘Marumugal’ claims top prime time Tamil serial spot

    Grab your opportunities with both hands. That’s exactly what the recently launched Star Vijay TV appears to have succeeded in doing in its bid to give a run for its money to lead (by a long way) Tamil language regional language Sun TV.

    When Vijay TV launched on 1 October, programming pivoted around one blockbuster serial – Marumugal, with filmstar Kushboo making her small screen debut. According to Star Vijay, that effort has paid off.

    Marumugal now occupies the number one slot among the top 50 shows during prime time, in the SEC A & B homes in Tamil Nadu, an official release says, quoting the latest market research agency ORG MARG’s INTAM report (26 November -1 December).

    It obviously helped that Sun TV’s top serial Chiththi ended its record shattering run recently. But then that’s what taking your chances requires. Kaveri, the show that replaced Chiththi, has not managed to bring in the numbers inspite of also having a film actress – Madhu – playing the central role.

    Star Vijay also claims to be the fastest-growing channel in terms of viewership in the SEC A and B segments, which account for 26 per cent of cable and satellite homes in the state. The prime time share for Vijay in the SEC A&B segment has grown to 8.2 per cent (Nov. 2001) compared with 6.8 per cent in the previous month.

    According to the report, 41 of the top 50 programmes belong to Sun TV in the prime time band. Across time bands, however, Sun has an even bigger hold on the top 50. Forty-five of its shows, including the top slot (Swayam Waram), is taken by Sun shows.

  • Vijay TV launches with innovative campaign

    Vijay TV launches with innovative campaign

    The new regional language addition to the Star bouquet – Vijay TV – which launched its new improved programme line-up from 1 October, has had an extensive advertising and promotions campaign built around it to push its programmes.

     

    To draw a parallel, the Amitabh Bachchan hosted Kaun Banega Crorepati was the pivot around which Star Plus pushed itself as a channel after going 24-hour Hindi. For Vijay TV that role seems to have been taken by the blockbuster serial Marumugal, with filmstar Kushbhu in the lead.

     

    Floats with cutouts of Kushboo were taken out in Chennai, Coimbatore and Salem on 1 October.

     

    As an initiative to proactively involve the viewers, girls distributed leaflets with bindis attached outside select temples in Chennai, Coimbatore, Madurai, Salem Trichy, Erode and other cities across Tamil Nadu. This activity continued until 2 October.

     

    At Foodworld (a popular eatery franchise in the south) goodies were distributed to patrons. Some people fanned out to the local kirana (provisions) stores while others went knocking on individual homes in different localities.

     

    And an innovative kind of promotion is being done through 250,000 phone lines across Chennai, Coimbatore and Madurai. Vijay TV is calling up telephone subscribers and playing recorded voice messages of Khusbhoo using an interactive voice recorder. In the recorded message she informs them about her role in Marumagal where she emotes the role of a daughter-in-law, and also urges viewers to tune in to the channel during her serial’s broadcast time.