Generally the local advertisers seize the opportunity first and get onto a show and the national advertisers follow," he adds.Īmong the first few changes in Vijay TV's fiction kitty is Maharani, a soap which captures the life of two orphans who were best of friends who turn to be the worst of enemies. "We have had good support from both the local and the national advertisers. "Fiction is the bread and butter of any GEC," explains Sriram. It is very encouraging to note that the band is gaining momentum and we hope to keep building on the same." Says Vijay TV General Manager K Sriram, "We have done a lot of ground work in understanding the psychographic profiles of women across Tamil Nadu, conducted focus group studies and have discussed numerable storylines before launching the fiction shows. The weekday primetime now consists of 5 fiction shows that occupy the 6.30-9 pm block on prime time, thus creating a healthy mix of fiction and nonfiction shows. The channel is targeting women and family audiences in the Tamil space. Star's Tamil GEC offering Vijay TV has fine tuned its programming mix and begun refocusing on the fiction space by bringing in a medley of drama, thrillers and mythological series in a bid to build primetime viewership during the 6.30 to 9 pm time band.
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