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Vijay TV spins separate story around ‘KBC 2’
MUMBAI: With the clock ticking down to the launch of KBC 2 on 5 August, Star India’s Tamil channel Vijay TV is putting together its own plans to monetise the biggest property of 2005.
Vijay TV is separately selling KBC 2, which will be dubbed in Tamil, targeting all the advertisers – national and retail. Two of the main sponsors of Star Plus have already tied up with the channel and officials expect that more will follow suit as launch date comes closer.
Explains Vijay TV deputy general manager Harsh Rohatgi, “The retail market is showing a greater response as they are glad to be associated with a show of such scale and grandeur.”
While the consumer proposition is the same in Tamil as it is across the country, the endeavour very clearly is to optimise the million dollar format extending its appeal to the southern market at well.
Says Rohatgi, “KBC had huge viewership and recall in its original Hindi avatar on Star Plus in Tamil Nadu as well and we are building on that heritage. Instead of ‘Ummeed se Dugna’, on Vijay we are promoting the show as ‘Nambikkaikku male Double’, which means twice more than your hopes.”
One critical aspect of the dubbed version of KBC2 will be the Tamil “voice” of show host Amitabh Bachchan. The search is on for a famous artiste from the cine world with whom the Tamil audience would relate to spontaneously. “There will be a near-perfect replication of Amitabh Bachchan’s voice and style of delivery even post the dubbing,” assures Rohatgi.
For Tamil Nadu, Vijay TV has planned a cross media campaign entailing print, outdoor, radio and ground activation. The channel will follow the same brand communication as is being used in the Hindi speaking markets adapting it to the region.
While Rohatgi was very tightlipped about the programming that is being planned around KBC 2 , he pointed out that there will be a new show on Fridays from 8-9 pm. Currently the 9 pm slot on Fridays and Saturdays airs martial arts movies which is being pushed to the 10 pm slot. “On the whole, there will be a slew of weekend programming around KBC,” adds Rohatgi.
Vijay TV has managed a loyal audience base in the 9-10 pm band with their recent special movies/events on Fridays and the successful Chinese dubbed movies on Saturday. Vijay is hoping to create momentum that would also help them in creating an audience base on Sunday evenings.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
