Chennai : The telecast of Vijay Awards on 20th July between 2.00PM to 6.00PM had delivered extraordinary numbers that exited the Channel Vijay TV for many reasons.
Primarily, the delivery of such a record breaking historic TVR of 16.15 (Fe 15+ABC), had set a new high for Vijay TV and redefined the potential of the channel as a platform to deliver such jubilant numbers and the capability of their property “Vijay Awards” as a program, which is breaking its own records year over year, due to the growing audience loyalty towards this property of the Channel.
Vijay Awards also managed to overpower the Surya Starrer Blockbuster Movie Singam II which was aired parallely on Sun TV as a counter offensive strategy, with a delivery that is almost double that of the ratings of Singam II.
When we analysed the reason behind the extraordinary viewership loyalty and hype enjoyed by Vijay Awards when compared with other Awards with similar features like Film Fare and SIIMA Awards that are enjoying a better Star presence and International Exposure than that of Vijay TV, the Industry experts pointed out a peculiar reason behind the growing popularity of Vijay Awards.
This award is associated with Tamil Film Fraternity only (Kollywood) whereas all other major awards are being handled at South Indian Film Industry level that includes other Industries like Telugu, Malayalam and Kannada also.
They observed that Vijay Awards manages to connect with the present day audience in all aspects than that of any other awards like Film fare or SIIMA, Right from the process of nomination and selection where-in Vijay TV goes with the decision of Audience rather than selection through a panel of Jury.
Moreover, during the progress of the show, the liveliness of the anchors and their way of hosting the show and their friendly interaction with the celebrities and stars makes it a perfect presentation for Tamil audience alone. Whereas in other prominent award functions this unique way of connecting with audience gets nullifies due to a “Behind the scenes cut and paste anchor links” that are being shot and inserted separately for the purpose of exploiting single award function in to a Multi Lingual Content.
The above factor becomes a major setback for the entire content and fails to connect with the audience in many ways because of the lacking in liveliness of the anchors. In one case on Vijay Awards the King Khan went on to shake his legs with the Female Anchor for few steps which impressed the audience very much but such kind of things are unimaginable in a Film fare or SIIMA awards.
Industry Expert concluded that the growing expectation among the audience need to be addressed with new age thinking and Vijay TV managed to deliver it in Vijay Awards and hence the success story.
While, the first half of the Vijay Awards managed to exceed the market expectations, it will be interesting to see how the 2nd half had performed against the Ultimate Star thala Ajith’s ” Veeram” on 27th July.
