Raj TV focuses on ground events to build brand salience

Like most general entertainment channels, Tamil broadcaster Raj TV needs compelling content to attract eyeballs.

The channel, as reported earlier by agencyfaqs!, is looking at a complete makeover of its look, feel and shows by the first/second week of May.

However, what it is also paying attention to, at the same time, is a consistent effort on-ground in terms of organising events, film festivals etc.

This, says B Shankar, vice-president - sales and marketing, Raj TV, is tied in with the need to build momentum as well as aid in top-of-mind recall. “On one hand, not only do you get content for the channel, but there is also a tremendous rub-off on the brand. We are looking at a quarterly event calendar,” he says.

In its quest for eyeballs, the channel is precisely seeking this rub-off. An event organised recently (on April 9) to celebrate 41 years of noted filmmaker and TV producer K Balachandran in the Tamil entertainment industry, for instance, saw superstars Rajnikant and Kamal Hassan on one platform along with other cinestars.

“It was an incredible gathering. And we have slotted the show for telecast on April 14, which is the Tamil New Year.”

On March 22, which was World Water Day, the channel, along with Eureka Forbes, organised a water conservation drive, with channel representatives visiting various homes in Chennai talking about the subject in detail. “The initiative was branded as ‘Aquaguard World Water Day’, and we ran the footage on the same day,” says Shankar.

Raj has also tied up with Procter & Gamble to promote its ‘Shiksha’ scholarship programme on the network. The initiative will begin around April 20-21, with the characters of one its new primetime shows ‘Mundanai Mutichu’ (slated to be launched on April 25 in the 9.00 pm slot) promoting it. “Jaya TV was associated with ‘Shiksha’ earlier, now we will promote it. Basically, if you purchase a P&G product, a part of the money goes towards the scholarship,” says Shankar.

Another one to follow will be a grand event around musical gameshow ‘Raj Geetham’, which is telecast every Sunday morning on the channel. “This one will be organised in June where finalists from certain episodes will congregate for a grand finale,” says Shankar.

Meanwhile, even as its events calendar gets going, Raj TV is beefing up its movie library. It recently acquired the telecast rights of all movies produced by K Balachandran, which is about 75-odd titles, says Shankar. On the Tamil New Year Day (that is, April 14), it has plans to telecast blockbuster ‘Aarasachi’ (featuring Hindi film actress Lara Dutta) apart from music, film and talk shows. © 2005 agencyfaqs!