Chennai: As part of its strategy to strengthen the viewership in Prime Time, Market leader in Tamil GEC space, Sun TV has initiated major revamp process to bolster its fiction line-up that includes a slew of shuffling in its FPC and new additions.
The first phase of the revamp process, which comes into effect from 18th March 2019, will witness Fiction Show ‘Roja’ which is currently being aired at 3:00 PM in the afternoon time band being shifted to Prime Time band at 9 PM. Roja has been running successfully for the past year in the afternoon slot.
On the other hand, Khusboo starrer “Lakshmi Store” being aired at 9 PM will be moved to 9:30 PM and Radaan’s Mythological Fantasy fiction ‘Chandrakumari’ being shifted from 9:30 PM to 6:30 PM.
In the afternoon time band, the Channel will move ‘KalyanaParisu” from 2:30 PM to 3:00 PM and a new fiction show “Nila” produced by Srikanth Entertainment will be launched at 2:30 PM.
The second phase of the revamp will involve replacement of Priyamanavale with a new horror show at 10 PM that will be produced by Mumbai based production house Bodhi Tree. Another show ‘Agni Nakshatram’ produced by Ravi Prasad Productions will be added to the evening time band. In addition, existing fiction show Naayagi at 8 PM will be replaced with new show ‘Run’. The date of implementation of the second phase of revamping will be decided shortly while the projects are already in the pipeline.
The revamp process will see many programs converting from sponsorship mode to commissioned mode for the sake of digital exploitation on its OTT platform Sun NXT.
Sun TV has lost a considerable share of its viewership in core prime time between 8:30 to 10 PM to its competitor Zee Tamil and the latter’s fiction show ‘Sembaruthi” has been topping the charts as top-rated show among Tamil GECs. The revamp move is seen as a part of its efforts to regain its stronghold in the core prime time bands.