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Our Bureau

Chennai, Sept. 12 Raj Television Network on Friday announced its plans to rejig contents and to introduce new programme formats.

Beginning September 22, the channel is set to launch more reality shows, mythological serials, dubbed version of Hollywood films, interactive game shows, celebrity chat shows and ‘talent hunt’ shows to increase viewership.

According to Mr Suresh Iyer, Chief Executive Officer of the company, the channel’s proposed programmes will be contemporary and based on fresh themes, “keeping in mind the varied preferences of our viewers”.

The channel has acquired 200-episode Mahabharatam, produced by Balaji Telefilms, from INX Media, promoters of 9X channel, to dub in Tamil and telecast on weekdays from September 22. Though it has not announced the time band for that, Mr Iyer said it will be in the prime-time band.

The new serial, shot on high definition format, boasts of a star cast including Ronit Roy, Sakshi Tanwar, Aryan Vaid and Rakshanda Khan among others. It is one of the most expensive TV serials.

It also has procured rights for blockbuster Hollywood movies (which have crossed $100 million in collection). The dubbed version of these movies is scheduled for weekends.

Realising the potential for interactive programmes and game shows, the channel has lined up programmes such as Parisu Pathaayiram and talk show – The Women of Today – for week days.

Says Mr Iyer, the advertising market size for the electronic media is estimated at Rs 12,000 crore, and 26 per cent of this is garnered by regional channels and Tamil Nadu is the largest of all.

According to him, collectively Tamil channels account for an ad revenue of close to Rs 1,500 crore. “This will touch Rs 2,000 crore in 2010,” he said.

Raj TV Network currently has four Tamil channels – Raj TV, Raj Digital Plus, Raj News, and Raj Musix; and one Telugu channel – Vissa.

More Stories on : Strategy | Radio/TV

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