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It's Tamil films all the way
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The newly launched channel, "Tamil Thirai", is a bonanza for film buffs
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Another new entertainment channel in Tamil, which depends purely on film-based programmes, "Tamil Thirai" (TTV) was launched recently at the Chennai Trade Centre with a lot of fanfare. The USP of the channel is that it is controlled by producers, directors and lesser-known actors of the film industry.
According to its chief, veteran director Bharathiraaja: "The idea is to provide racy entertainment packaged innovatively. We feel that there is a huge untapped market, especially among the farmers, workers and students. Our channel will hold a mirror to the Tamil culture." Film-based programmes are the bread and butter of all leading Tamil and Telugu satellite channels. Says a leading Chennai-based television marketing consultant: "Rajnikanth's `Padayappa' or `Baasha', even if shown the umpteenth time on Sun TV, garners high TRPs." It makes no sense to up-market agencies, but the fact is that any content related to films sell on Tamil satellite channels and cable networks in the State. It's obvious — "Tamil Thirai" wants to cash in on this trend. But it is not going to be easy as competition among channels is stiff. Today, the market leaders, Sun TV and Jaya TV, control 95 per cent of the satellite library and they have the best in-house film-based programmes. Their top-ten songs, top-ten films, phone-in programmes and film reviews enjoy a larger viewership than all other channels put together. As they own the satellite rights of films, they are able to slice a film into different segments such as songs, comedy, action and sentiment. There are comedy shows hosted by up and coming comedians in almost all channels. Now in the midst of such well-established channels, will "TamilThirai" survive? Says Bharathiraaja: "We are going to show tele-films made by commercial directors on our channel every week and will try to cultivate a new taste among the audience. All of us who run the channel have a filmi-background and hence I am confident that the channel will click."
"Tamil Thirai" has got a distribution tie-up with SCV all over Tamil Nadu, which means it is sure to enjoy high visibility. The managing director is R. K. Sevlamani and the programme-in-charge, Mano Bala. Already 64 programmes are ready for telecast and some of the interesting ones are "Zig-Zag-Zoom", a game show by actors Karthik and Senthil, "Appuchi", a comedy serial with Manivannan, Rishi and Jayamala, "Thrisooli", a family soap with Sukanya in the lead, and "Thillele Thillele", a musical bonanza led by music director Adityan. In fact, the channel is also getting ready to produce films that will feature one-time top actors and actresses, thereby keeping them engaged. These films will be made on a shoe-string budget and aired on "Tamil Thirai" on prime time.
SREEDHAR PILLAI
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