I should thank myself for taking some time before I could write this blog entry, because this had given me some time to get some valuable insights on how the SUN Network media group has strategized its programs to take on the Star Vijay Channel here in Tamil satellite TV channel world. You could say this entry as a sequel to my earlier entry.
Inorder to take on the Star Vijay’s various programs the Sun TV channel had launched a multi-pronged attack. Let me elaborate on the strategy they are handling as of now.
They had bought the rights of Deal or No deal from Endemol Entertainment group of Netherlands. This program was a runaway hit in different geographies wherever it was telecasted. Basically this is a reality show with a chance to earn from as low as Re.1 to as high as 50 lac rupees by the contestant. Its a game of chance and its a game for the people who want to take risk and good at decision making considering the risk factors and the outcomes the situation throws out to the contestant. This program is also a good learning ground for mathematicians on the probability theory. You can also say this as a program for psychologists on getting to know about people’s decision making skills when high risks are present. But if you want to keep it simple this show is a real game show. So because of the new format of this game show and due to the fact its a show where one can earn more money without any investment this show had drawn huge audience across age groups. Also I would say that the marketing strategy adopted by Sun TV and the way this show was hosted had been the WOW factor to draw enough TRP ratings, courtesy more eyeballs during the weekend primetime which Sun TV was lacking due to the main competitor Star Vijay’s programs like “Neeya Naana” and “Anu Alavum bayamillai”. These programs were running for quite some time and had been proven, as hits. So to draw audience from these shows one has to have good program and a WOW factor. These both were present in Deal or No deal show.
The tricky part and SUN’s mastermind strategy starts from here. They ran this game show for some time so as to officially prove to the advertisers and the media pundits that this is the much awaited change driver. Once this was established they started to use this game show as a money minter and as a show which can be used to launch the attack on Star Vijay. Once they convinced the public about the program’s authenticity in earning money, there were lot of requests in wanting to participate. Also Sun TV kept the public in dark on how they are choosing the contestants which was a real ploy. So in lot of public forums related to Tamil satellite channels people started asking on how to participate in this program. This was the situation what Sun TV was waiting for. Here came the launch of multi pronged attack. They started to advertise on the ways in which people can participate.
On January first week they asked the people to watch two newly launched mega serials telecasted at 7.30 pm and 10.00 pm in Sun TV and questions were asked from those two serials one for each serial everyday. Hence whoever has answered all the 10 questions will be having a chance to participate in this Deal or No deal game show. The reason to select these two slots is Star Vijay’s hit serial of Village setup School drama “Kallikattu Pallikoodam” was running at the 7.30 pm slot and the thriller show of “Nadanthathu Enna” was telecasted in 10 pm slot. Both these programs were proven hits. Thus Sun TV went in for a double delight is what I would say. Converting the audience in the initial days for a mega serial is good enough to make them watch for serial’s lifetime also it will dent the number of eyeballs watching Star Vijay’s hit programs.
There should have been a good response is what I would guess, because of the rising demand of people wanting to participate in Deal or No deal game show. To prove it further Sun TV had extended the same strategy by extending it to a different platform. Sun Pictures has released Actor Vijay’s Vettaikaran movie which happens to be a mass entertainer and has got enough elements to make the common film goer happy after the movie. To make this movie a mega hit, again the Deal or No deal show is used as a key. In the Pongal week, questions were asked in Sun TV group about Vettaikaran movie and contestants for the game show will be chosen from those who reply for this question. Hence with a sure shot winner in Deal or No Deal game show, SUN media group is reaping good dividends by denting on the Competitor’s armoury of programs and making its own programs get enough audience in its initial days.
Thus at the moment its SUN Media group all the way….. Anyways as I already mentioned in my earlier blog entry, healthy competition brings in more stuff for audience to choose from also it leads to innovation in a world of mega serials and average reality shows which are making the audience move away from TV to new media. Let us keep our fingers for the next innovation.
Thank you for your patience to read this long article……
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