This entry may be a delayed one but its meaningful even if its hitting the creation of Tim Berners Lee late.The week of diwali ( the festival of lights celebrated in India) will be remembered by me for various good reasons.
I was fascinated by the way Star Vijay satellite channel rewriting the concept of festival programs. The tradition had been having special programs lined up on the day of festival with business organisations being the title sponsors of those programs. But the drawback in this model had been the effective audience will be spread across different channels and hence there is not much value addition the reason being only a certain fraction of viewers watching the program at any given point of time. As different people have different taste and given the choice of choosing the channel and program they want to watch they would easily migrate to other channels and hence at the end of the day only a fraction of viewers watch any program. But this year Vijay tv came up with a host of programs lined up for the entire week of diwali thus capturing the plum of viewers attention during the prime time. What they did?
They had done good homework long time back and it was evident in the line up of programs and the timing of those programs. Their promotion strategy for their programs was thru’ two mediums mainly. Through their own channel and thru’ posters (which is unconventional wherein one media is publicising its programs throu’ other media (thats the world of Out Of Home )) in the city of chennai.
The program Kamal @ 50 was running for more than a month and the final climax took place on 28th of September. But Star Vijay screened this program on the week of diwali. Thus opening the week of diwali with huge blockbuster.They had promoted the program heavily and this was evident when the rival Sun TV network doing a last move to dampen it by advancing its daily primetime movie in K Tv from 8 p.m to 7 p.m with a super star movie. This move might not have yieded much gain as Super Star Rajinikanth himself was present in the program Kamal @ 50 and he was the center of attraction. With two giants in the Tamil filmdom rubbing shoulders in the dais its a rare opprotunity to miss.
The title sponsor for this event happening to be HUL’s Rin detergent. HUL suffering from poor sales and having increased its advertising spend had chosen a good program to associate with. Star Vijay telecasted this program for more than 8 hrs on Oct 12th and 13th. Thus this program would have tilted the audience attention in favor of Star Vijay. The other programs on the week of diwali also were special like Super singer contestants and judges coming with their families and on 15th it was the Oscar winning Slumdog Millionaire in Tamil would have made the viewers keep coming again and again.
It was a clean sweep by Star Vijay and no other channel would have been prepared to face this blitzkrieg…..
Star vijay is emerging to be a contender in the fort of Sun Network. With innovative program content, Good thought out strategy, programs to woo different audiences, understanding the viewer’s pulse and appropriate timeslots for the programs its going to be Star Vijay atleast as of now till the competition wakes up. At the end of it its going to be a treat for Viewers and advertisers….
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