The Hindu Business Line : Raj TV to enter new markets overseas

Growth strategy
Plans to tap new revenue streams in international markets.
Hopes to produce short films meant for multiplexes and own channels
Plans IPO to garner funds

Mumbai , Dec. 1

The Chennai-based Raj Television Network is planning to enter new markets in South Africa, Australia and Latin America. The channel intends to go beyond the Tamil-speaking population in these markets by including subtitles in its programming.

Mr B. Sathya Prakash, Senior Vice-President, Raj Television Network, told Business Line, "We would be creating subtitles in English and Spanish to reach out to the Latin American countries with our programming.'' Considering there is demand for Indian programming in areas such as yoga and ayurveda in such DTH-controlled markets, the channel expects to take its viewership beyond the Tamil-speaking audiences in thenew markets.

Projecting a 15-20 per cent growth in its revenues, Raj Television plans to tap new revenue streams in the international markets. Having sold its satellite rights in markets such as the UK and the US, it now wants to tap new markets such as France and Germany, where there is a substantial Tamil population.

Going beyond selling satellite rights, the channel expects to sell theatrical rights as well in these markets. Considering that Raj Digi Plus, its second Tamil film-based channel already has the rights to Tamil films, it intends leveraging the advantage in the international markets. "We intend exporting our film-based content in the overseas market,'' says Mr Sathya Prakash. At the same time, the channel hopes to produce short films meant for multiplexes and its own channels by roping in well-known directors from the southern markets. The genre of these films would range from comedies to family dramas.

"We would be engaging independent directors to make films for the multiplexes and thereby adding to our theatrical rights by producing films for the multiplexes which would be subsequently aired on television,'' said Mr Sathya Prakash.

Targeting youth

Besides, a new channel targeting the youth is expected to start next year. "We have to finalise the name for our youth-centric channel. Apart from targeting the teenagers, the channel would be targeting anyone who is young at heart,'' says Mr Sathya Prakash.

Staying away from the usual soaps, it would have content such as gaming and music targeting youngsters. It would be also launching a new 9,000-sq ft studio in Chennai with an investment of Rs 7.4 crore.

With revenues amounting to Rs 32 crore, Raj Television Networks plans to float an IPO to garner funds with an issue size estimated between Rs 70 and Rs 100 crore.