multi-agency pitch, Grey Worldwide, Chennai, has bagged the creative duties for Tamil general entertainment channel Raj TV. The media duties will be handled in-house by the client. The size of the business is estimated to be around Rs 4-5 crore. Till early 2006, the business was handled by David.
Raj TV recently repositioned itself. While earlier, most of its shows catered to the entire family, under the new positioning, the channel will have specific shows for different members within the family. Raju Easwaran was roped in as COO a brief while ago to give the channel a new direction.
Among Tamil entertainment channels, Sun TV rules the roost, with more than 50 per cent channel share. The other channels - Raj TV, Jaya TV and Vijay TV - fight for the rest of the pie. "So, what we advised the client in our presentation was that Raj TV could either fight amongst the smaller players or take on the big giant and become a clear number two," says Saritha Srikanth, branch head, Grey, Chennai. "We told them it would be better to choose the second option because Raj TV is almost as old in the market as Sun TV. This would help score points with the viewers."
Grey consciously thought that Raj TV shouldn't become a me-too channel in a bid to make viewers switch to it from competing channels. As the result of research conducted by Grey, it was discovered that while viewers felt a great sense of integrity for Raj TV, they felt the channel needed to be more contemporary, glamorous, glossy and attractive.
"A complete revamp of the channel's programming and marketing was the only way to go," says Srikanth. Grey will partner Raj TV to identify the need gaps and accordingly supply programming/marketing ideas as well as communication strategies.
Says channel COO Easwaran, "We now have programming that caters to different segments within a family, such as children's programmes and game shows, apart from the regular family dramas."
Why Grey? Easwaran says, "Grey hit the bull's eye in their presentation. They did a comprehensive SWOT analysis for us and we found them the most competent to handle our business."
Raj TV is in the middle of launching a daily game show called 'Kasu Mazhai' (Money Shower), in which the contestants can win up to Rs 1 lakh per day. The game show will be hosted by the popular South Indian actor, Sangeetha. Also on the anvil is a family drama called 'Sharadha'.
The Raj TV logo has not undergone any change as a result of this repositioning.
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