Chennai: “Daivam Thanda Veedu” (DTV) Daily Soap which is being aired on Star Vijay TV @ 8PM (Mon-Fri) will be reaching its 250th epi shortly and it serves to be the torch bearer of the channel by pulling a massive three fold increase in viewership at 8PM time band.
Industry Insiders acclaim that the team involved in this project are completely new to Vijay TV’s Fiction Programming and they were identified and groomed by Mr. Anoop Chandrasekar (Head of Star India’s Kannada GEC ‘Suvarna’) and they have played an efficient role in localising the original Hindi concept of “Saath Nibhaana Saathiya” and in fact Anoop and his team has taken extraordinary efforts in designing the project at every level and their thorough analysis to understand the market had paid them well with a grand success at their very first entry itself. DTV is fighting against No 1 Daily Soap of TN Market. despite a dismal performance of Thayumanavan @ 7.30PM slot. DTV also paves way for ‘Saravanan Meenatchi’ to stabilize with better numbers.
Sourcing of such new talent also have proved a point that Vijay TV is capable of attracting new set of audience and capable of giving tough run to its competitors, all these are possible provided they line up different kind of storyline with a proper analysis on the audience mindset and market happenings.
According to Industry Sources the success of DTV had surprised many in Vijay TV’s internal fiction team itself, who were sceptical about the concept of DTV stating that the storyline is not suitable for Vijay TV Audience.
After DTV’s success Vijay TV fiction team decided to remake “Pratgya” as “Puthukavithai” @ 6.30PM without evaluating the strength of the storyline, but it has failed to attract audience as similar storylines had flooded the market already which resulted in dilution of the uniqueness of the script.
Because of such reasons, Vijay TV failed to line up successful band of programs and ending up with one or two toppers which will raise occasionally, only to fall for the counter strategy of the opponents. Unlike Vijay TV… The Star India’s Kannada GEC ‘Suvarna’ and Malayalam GEC ‘Asianet’ managed to line-up a band of successful programs, one after the other that helped them to march ahead of others and position themselves as ”numero-uno” in the respective markets.
DTV has set a new trend for Viajy TV Audience, If Vijay TV can take learning from this and gives opportunity to fresh talents they can grow better. On the other hand there is a huge growth shown by Polimer TV and Zee Tamizh with comparatively much lesser spending on contents.