The Hindu Business Line : Star Vijay to beam film-based content in prime-time slot

Chennai, Oct. 22 Tamil television channel Star Vijay is opening up its evening prime-time band (between 9.30 p.m. and 10 p.m.) for film-based content.

“The new strategy is to draw more eyeballs by strengthening our week days. When majority of channels beam serials during the prime-time band, Vijay has decided to focus on film-based programmes from Monday to Thursday every week,” said Mr Pradeep Milroy, Vice-President, Programming, Star Vijay.

Starting from October 29, the channel will beam four different shows under the banner ‘Night Show’ during week days. On Mondays, it will be Arindhadhum Ariyadhadhum, an up-close and personal interview of leading film stars. On Tuesdays, Cinema Kaaram Coffee, a chat show with film industry gossips. Wednesdays will have Reel Pathi, Real Pathi, a talk show with Kollywood news; and on Thursdays, it will be Madan’s Thirai Paarvai, which is packed with film reviews and interviews with film crew.

The channel has already roped in sponsors for all these programmes.

According to Mr Milroy, the channel, at present, enjoys top viewership during weekends with its dance show Jodi No 1 being the flagship programme. “We are also planning to strengthen our weekend programming even further with more talk shows and reality shows,” he added.

When majority of regional channels bank on films and a lot of serials, Vijay TV bets big on reality shows, and “that’s our strength”, he said.

More Stories on : Strategy | Radio/TV | Tamil Nadu

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