MUMBAI: Chennai-based Raj Television Network has made an effort to break away from the typical regional look and feel that most Tamil channels possess when it comes to channel design. The new design change it has unveiled on 5 June is an attempt to project a more globally accepted appearance.
The move is part of the network's strategy to strengthen its hold on the Tamil-speaking diaspora spread all over the world. The network has a global expansion plan in mind as well.
"The change in the design strategy is part of the network's plans to tap more global audiences. Currently we are available in the Europe. We have just made an entry in Sri Lanka on the Direct-to-Home (DTH) platform. Raj has plans to enter Latin America and North America in the next phase," says Raj TV executive vice-president, programming and production, V Chandrasekaar.
Raj Network channels Raj TV and Raj Digital Plus were launched in Sri Lanka on the country's only DTH platform CBNSat last week, with an eye on the country's significant Tamil population.
"The attempt is to change that regional feeling. We wanted to give it an internationally accepted look. We wanted the new design to match the channel's quality content, adds G Raja Ganapathy, who heads RMG David Chennai, the agency that handles the network's creative account.
Apart from launching new logos, the network has introduced fresh animation, graphics, promos, break-bumpers and music for its channels Raj TV, Raj Digital Plus, Raj Musix and Vissa TV. The Network has used contemporary colours to project a fresh look. The way programming transitions were conveyed has also undergone a change.
"All the network channels have got new logos now. The interface designs have also been re-worked. We have also got a freshly composed music," says Chandrasekaar.
When queried whether the network's core audience would accept the design change, Ganapathy said the core elements hadn't been disturbed. "Everything cannot change. We have made sure that our loyal viewers are able to relate to this new look."
Ganapathy adds that the process is not over. "This is just the first step. Or we can say, this is the beginning of a new look. At least a year will take for the network to complete the process. What is in store is, a lot of fresh programming initiatives that will change the face of the channel," he says.
Sony shows CID and Aahat in Raj TV
An interesting development on the programming front is that Sony Entertainment Television's popular shows Aahat and CID taking their Tamil avtars on Raj TV from today. While Aahat, renamed in Tamil as Osai, is slotted for 10:05 pm, CID is placed in the 9:30 pm slot. Both the shows will air Monday to Thursday. A Raj TV executive refused to comment when queried whether more such associations were being considered.
Elaborating further on the programming activities, Chandrasekaar says Raj TV has now revamped its afternoon band by packing it with four soaps which are re-runs. "Earlier there were no soaps in this band. Now we are bringing some of the highly successful soaps Raj TV has in its library in this time band. We have plans to launch fresh programming here in the near future," says Chandrasekaar.
