Is STAR VIJAY capitalising on BIGG BOSS?

In 2000, STAR Plus launched KBC, the most successful game show with the most popular star Amitabh Bacchan. This one programme revived the fortunes of this otherwise dying channel. STAR Plus pushed Zee and Sony behind to become the No:1 Hindi Channel.

What all they did?

The instant appeal of the programme garnered some incredible numbers for the channel. The channel had a solid game plan in hand as they cleverly started promoting their programmes during this 9 – 10pm time band. They brought some top brands as their sponsors, some newly released movies, repackaged their existing soaps and so on. KBC ran from Mon – Fri, and STAR created a new movie time band on Friday post KBC.

The STAR VIJAY Story

STAR Vijay known for its rebranding since the Golden Eagle Television days, has this time used BIGG BOSS to revamp the channel. The initial support from viewers are looking encouraging and am sure will grow over the next 70 days (100 days of BIGG BOSS). But the promotion of other programmes doesn’t seem to be impressive. Their over dependency on comedy shows and talent shows might prove costly as they are being adapted by other channels successfully with better and bigger celebrities.

Vijay TV in the past had a lot of new format programmes such as Nayandi Darbar by Yugi Sethu, Kalaka povathu yaaru, Kushbu’s Marumagal, Super Singer, Saravanan Meenatchi, Coffee with Anu, Neeya Naana, Kadavul paathi, Live shows, Awards etc., Not only they had interesting programmes they did some innovations in marketing when STAR pitched in- eg:Kushbu did a tele calling initiative with a recorded message during their relaunch sometime around 2001. It is the only channel that has some good anchors like DD, Gopinath, Mahesh, Makapa etc., All of us are aware of  that  Sivakarthikeyan, Santhanam, were Vijay TV products.

The general perception however, around the channel is that it lacks “Stickiness” amidst viewers, it is more like a flirty channel,” if nothing else is there let me watch Vijay”. It tries to be young but it comes across strongly as an urbane youth channel. Even though the “Maamis” were glued in with Super Singer but they were ready to go for Nandhini or Vaani Raani.  The core of Vijay lies in its youthful fresh thinking, so it is time that they start putting their thinking caps to derive some unique programmes. In addition, also should avoid this Comedy based reality show trying to identify talent.

Summing up, STAR Vijay now has around 68 days to conceptualise programmes:

1.      To fit into this 9-10pm slot to follow BIGG BOSS

2.      To Create atleast 2-3 programmes for other time bands that are weaker including SAT / SUN

3.      To explore a possibility to position themselves like a MTV, V Channel or SS Music 

We need to wait and watch if STAR Vijay capitalises on this BIGG BOSS success.

To read more visit my blog : http://subbusabjaantahai.blogspot.com/