The Hindu Business Line : Star Vijay turns focus on post-prime time segment

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Chennai Feb. 25 Star Vijay, a Tamil television channel, is focusing on creating new content and formats for the extended prime time segment (after 9 p.m.).

Mr Pradeep Milroy, Creative Director, said that the channel is diverting most of its resources towards developing show-based programmes.

It is a challenge to retain viewership in the post-9 p.m. segment, he told Business Line on the sidelines of a news conference.

Vijay TV, owned by Star India Private Ltd, is currently developing two reality shows; a few game shows are in the pipeline.

For starters, Star-Vijay will air `Super Singer Junior' from February 24.

The show has been positioned at 8 p.m. and will to compete with staple television soaps for viewership.

Asked if this would lead to a loss of viewership, Mr Milroy said: "Our previous shows like Jodi No. 1 and Super Singer were also aired at 8 p.m. and were hugely popular. In fact, we expect greater viewership for this new show because it involves children."

Later this year, the channel will bring out the second edition of Super Singer.

The first edition of the show spotted singing talent and gave candidates an opportunity to work with music directors in the Tamil film industry.

On whether the channel was consciously moving away from developing innovative content for television soaps, Mr Milroy said prime time (7 p.m. to 9 p.m.), dominated by soaps, had a set viewership and one could not benefit too much by innovating soaps. However, the channel will be airing two new soaps in the coming months.

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