PODHIGAI STANDS 2ND IN TRP RATES
Tamil Nadu state owned Podhigai channel continues to be the second most watched channel across the state next only to Sun TV, according to Doordarshan Audience Television Rating (DART) survey. TAM Media's research findings also lend credence to the DART claim.
According to TAM survey, Podhigai, which used to have 0.9 to 1 TRP for its news bulletin in Tamil two years ago enjoys 3.46 TRP in small cities with a population up to 10 lakh. The popularity of the news bulletin maybe due to its 'no strings attached' tag when all other Tamil channels sport a 'political' colour.
While commercials go to Sun TV, which has the maximum reach in the urban sector (82.1 per cent TV homes), advertisers don't prefer Podhigai, which reaches out to 57.6 per cent TV homes in rural areas. Despite this the channel has generated revenue of Rs.6 crore in 2007-08.
Speaking to Televisionpoint.com, Dr Vethamany Senapathi, deputy director general, Doordarshan Kendra, Chennai, says, "Our revenue target for the fiscal year 2008-09 is Rs.10 crore. We hope to achieve it by innovative and exclusive programmes. Podhigai viewers will see a live telecast from Thiruvahindipuram temple in Cuddalore district on Vijayadasami day."
Podhigai became the first Tamil channel to telecast the Tamil version of Richard Attenborough's Gandhi on August 15 this year. The regional channel of DD also telecasts live temple festivals including Karthigai Deepam of Tiruvannamali, Brammohtsavam in Tirupati and Magarajyoti festival in Sabarimala Ayyappan temple.
Another interesting finding of DART survey is that Kalaignar TV has become the third most watched channel in the state within a year of its launch (it was launched in September 2007). While Jaya TV is the sixth most popular channel, Vijay TV ranks fifth, Sun News twelfth and Makkal TV thirteenth.
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