Puthia Thalaimurai is all set to foray into the GEC space in TN!
Puthia Thalaimurai the two-year-old Tamil news channel will soon have a sibling GEC channel which has tentatively been christened Pudhu Yugam. Meanwhile New Generation Media Corp, the owning company of the two channels has signed up Mindshare Chennai as media agency for the new channel. The new GEC will be an advertisement driven, free free-to-air HD channel.
Adgully spoke to Shyam Kumar, CEO, New Gen Media, to know more about the campaigns and promotional activities in connection with their new offering.
Speaking about the campaign, Kumar said that it is being launched with a 360 degree approach. He also stated that new media and outdoor will be given priority in the complete media plan and will also be spread across print, digital, radio and events. In this regard he says, "All the mediums possible will be covered. Digital will also be used extensively going further down the line."
Also on the anvil are plans to launch an Android and iOS-based application, which will be free for the initial period of first three months and then subsequently will be subscription-based. Viewing live TV on the mobile will be an added attraction for audiences.
Though the association with Mindshare Chennai is not new, Kumar said, "Well, the agency has been on board for the company earlier too. The Puthia Thalaimurai group of magazines was launched by Mindshare Chennai. It is just that we have resumed the agency for our new channel."
While Mindshare Chennai launched the Puthia Thalaimurai group of magazines, to Optimum Media Direction (OMD) another media agency, goes the credit of launching the news channel with the same name.
Although the media duties of the company’s non-media brands are already being handled by Mindshare Chennai they are yet to work on the news channel.
The company had spent nearly Rs.5 crore for the launch campaign of the news channel but according to Shyam Kumar, the spends on the launch of the GEC channel is likely to exceed the amount spent on the former. Though the exact size of the business has not been disclosed sources inform that the company has spent close to 6-7 crores for the launch campaign of the new GEC .
The company is yet to decide on the outdoor agency for the channel.
Shyam Kumar further informed that the launch would happen before the upcoming Diwali festival. Expressing his views about the new GEC he said that he is confident about its success due to the unique content that will be aired on the channel. The channel is expected to air nearly 100 hours of in-house content per week.
Scheduled to be launched on 23rd October, 2013 the new Tamil GEC will air serials, reality shows, features and film-based shows. Along with in-house content, the channel will source content from other production houses too including Nimbus, Studio Green, Nadodigal of Samudrakani, and Suresh Krishna, among others.
Shankar B, CEO of Fourth Dimension, which handles the ad sales for Puthiya Thalamurai, informed that the channel has received an overwhelming response and they have already roped in 10-12 advertisers for Pudhu Yugam. He further shared to say that each hour of programming would have 7-8 minutes of ads.
Elaborating on how they came up with the name for the GEC Shyam Kumar said Pudhu Yugam means ‘New Era’. With more scope for entertainment in today’s scenario he felt the channel could fulfil audience’s need for engagement and entertainment.
In terms of TG the channel will cater to all age groups. The afternoon time band will target women viewers with the show titled ‘Veedu Thaandi Varuvaya’.
In order to publish a group of magazines called Puthia Thalaimurai , the company New Generation Media Corp was formed by the SRM Group in Chennai. On 24th August 2011 they ventured into the television broadcast space and launched the news channel. The channel created history by becoming the top news channel in the state within 5 weeks of its launch. The high quality content packaging and presentation initiatives of the channel was responsible for its popularity.