Star Vijay soap tops prime-time slot

Harsha Subramaniam

CHENNAI, Dec. 19

STAR Vijay TVs daily soap, Marumagal has occupied the number one slot among the top 50 shows during prime time, in the SEC A & B homes in Tamil Nadu, according to the latest INTAM (Indian National Television Audience Measurement) report (Nov.26-Dec.1).

Now Star Vijay 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.

However, it has not made any serious dent to Sun TVs supremacy across time bands. According to the report, 45 of the top 50 programmes (in the all day time band) belong to Sun TV, with Swayamwaram occupying the top spot.

Sun TV controls the distribution network in key markets across the State through its associate company, Sumangali Cable Vision (SCV).

Since October, Star Vijay has been pulled off the prime band and, as a result, it is not received in households that own black & white television sets (essentially SEC C & D homes) claims Mr Ajay Vidyasagar, General Manager Regional Channels, Star TV.

Not being in the prime band hampers the capability of black & white television homes receiving our channel, he explains. He points out that 40 to 45 per cent of households in Tamil Nadu fall under this segment.

Mr Vidyasagar also believes that the channels programming strategy has paid off. We focussed on the housewife and it has worked, he says. On KTVs entry, Mr Vidyasagar believes that it has influenced viewership only in the lower end of the market. Ultimately, viewers for daily soaps and films are different, he adds.

Despite a hike in ad rates, Star Vijay has managed to attract a host of advertisers into its fold. Our revenues have grown, adds Mr Vidyasagar though he does not divulge any numbers.