There will be ample daily dose of entertainment for the Tamil audience with two reality shows as added bonus along with the existing 10 non-fiction shows through the week
BestMediaInfo Bureau | Mumbai | June 2, 2016
With a special focus on the rural viewers, Star Vijay launches two of its biggest reality shows at an early prime time slot 7 pm. The third season of NeengalumVelalamOruKodi (Tamil adaptation of Who Wants to Be A Millionaire) and AchamThavir (a celebrity-show based on tasks and talent) are being spread out across the week.
NVOK was launched on May 30,which is telecast from Monday to Wednesday.AchamThavirwill hit the television screens on June 2, to be aired between Thursday and Sunday to complete the week of action-packed celebrity shows. The channel is spending close to Rs6 crore on the marketing of the two shows. These shows will add to the existing 10 non-fiction shows already running on the channel.
After the first two seasons of NVOK with Surya and Prakash Raj, the third season will see Arvind Swamy as the host on the show. While Surya had a more southern appeal to him, both Raj and Swamy are quite famous in the other parts of the country too. Swamy has been connected to Bollywood too for a long time and his role in the movie Bombay is a memorable one.
The theme of NVOK in this season will be ‘challenge and taking risk’. Generally it is considered that the reality shows are best suited for male viewers and hence are slotted on the late primetime slots. K Sriram, the General Manager, Star Vijay said, “These are family shows, not male skewed ones and we are trying to establish a new time band with rural as focus who watch TV early.”
NVOK will have 60 episodes while AT will have 80 episodes. NVOK will be as usual, a show in which knowledge can help earn big prize money. In this season there are a few changes -- from the host of the show to new aspiring contestants. Apart from that, among the three lifeline options available for the contestant, a new lifeline option has been added replacing the previous one.
In its first season, AT is going to be full of thrill, anticipation and emotions. The show includes popular glitterati from the entertainment industry. The celebrities who are going to face their fears dauntlessly are Sonia Agarwal, Gayathri, Sanjanasingh, Gayathri Jayaraman, Madumila, Priyanka Deshpande, Mettioli Gayathri, Ganesh Venkatraman, Bharani, Ma Ka Pa Anand, AmithBhargav, Mirch’ Senthil, Siddharth and Amudhavanan. The show will be a blend of fun, action and entertainment.
"Daily soaps dominate Tamil Television's weekday's prime slots and the canvas for most soaps, barring the Vijay TV soaps, have remained the same for years now. We took a leap when we began telecasting non-fiction programmes during weekday prime slots.People want to move away from one dimensional product offerings,” said Sriram.
The channel has sold almost all the inventory on the two shows while the sponsors on the Achamthavir are on the finalisation level. As for NVOK, the channel has sealed Amazon as the title sponsor; Idea 4G and ArunExcello has come up as powered by sponsors. ChennaisAmirtha, VBJ Chennai, Tata Bluescope and Chennai silks are the co-presenting sponsors.
R Balachandran, Senior VP , Star Vijay TV said, "The channel in the new measurement environment understands the need to cut across audience in cities and towns as today the viewers residing in smaller towns dictate the viewership charts. The two properties are potential blockbusters as far as audience traction across pop strata is concerned. An extensive and innovative marketing plan would ensure that Vijay TV surges ahead further in the cluttered and aggressive Tamil general entertainment."
Pradeep Milroy Peter, Programming Head, Star Vijay TV, said, “A star-studded line up led by stylish Arvind Swamywill host the popular KBC Tamil and film celebrities doing daredevilry.The Tamil TV audience is sure to get enough of their daily dose of entertainment. What better way than to start the week and the season with KBC and Swamy who's on a phenomenal comeback in the entertainment industry. This is just the beginning of bigger things to come.”