The current season of Bigg Boss has 15 sponsors on board – Preethi Appliances and Nippon Paint as title sponsors ‘powered by’ partner – Vasanth & Co Chakra Gold Mondelez and Adityaram special partner – Ace2three co-presenting partner – Udhaiyam associate partners – Centuary Mattresses, JK Tyres, Haier, Lotus Herbal, Thangamayil Jewellery, Lenskart and MINI Studio.Ĭommenting on the brand partnership Vaz observes, “The advertiser response has been incredible for this season as well.
The season launch episode had a reach of 11.5 mn with an average watch time of 1 hour 44 minutes.” Every season has only gotten bigger and grander and Season 5 is no exception. Each season of Bigg Boss has been a game changer for Star Vijay. Vaz notes, “ Bigg Boss has been the biggest non-fiction television phenomenon in Tamil Nadu. In October 2021, Bigg Boss 5 was back on the small screen. Given the success of some of our homegrown non-fiction formats on Star Vijay, we have taken the formats to other markets which have witnessed great success too.” He says, “Our innovative formats and high production quality ensure we continue to appeal to a broad set of audiences. In addition to Star Vijay’s high octane flagship, non-fiction shows such as Bigg Boss and Super Singer, Vaz says that other homegrown non-fiction formats such as Cooku with Comali and Start Music have started to perform nearly on par with Bigg Boss. Vaz adds, “We at Star Vijay endeavour to offer many more such powerful stories and characters that are built on universal truths about our consumers.” Another insight on the nostalgia of the joys and challenges of living in a joint family led to the birth of Star Vijay’s flagship show Pandian Stores whileīaagyalakshmi showcases the unrecognised efforts of a housewife who is the true hero of every family. The distinct yet powerful characters portrayed by Kannamma of Bharathi Kannamma, Dhanam of Pandian Stores, Baagya of Baagyalakshmi have shown great resonance among Tamil Nadu audiences cutting across demographics.” He adds, “Our journey is built over powerful consumer insights the team is invested in constantly understanding the lives of the Tamil viewers, their culture, their relationships, and their dreams.”Īn insight that the team used in its programming was that in Tamil Nadu, most marriages are arranged and for women romance with their husbands is extremely critical in their marriages. The fact that Star Vijay now has four of the top five fiction shows is a testament to the strength of our storytelling. We are glad to have created characters that resonate with the Tamil audience. He elaborates, “ We are constantly listening to our viewers to understand their content preferences and basis this, we have brought about a decisive transformation in our storytelling and have therefore been able to strengthen our fiction offering. Talking about what has worked in terms of content, Vaz highlights the fact that the channel’s ear to the ground approach has paid dividends. In terms of market share, the network has grown to around 33% within the regional general entertainment and movies segment from close to 28% in a single year, and much of this growth has come from Tamil Nadu and Maharashtra.
Star Vijay’s performance has also contributed to the growth of Star’s regional offering.
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The growth driver on Star Vijay over the past year has been that multiple home-grown fiction and non-fiction shows that have started to perform on par with Bigg Boss Tamil. In August-September 2020, Star Vijay witnessed a big inflection point with regard to its Weekday Primetime.
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While Bigg Boss helped Star Vijay increase reach and build brand salience, the channel was determined to crack the formula for weekday programming. The channel’s focus was on the offering the viewers varied, innovative content and narrowing the gap with the market leader. A big game changer for the channel was the launch of Bigg Boss Tamil in 2017 with actor Kamal Hassan as the host. “The consumer is always at the heart of what we do and we are focussed on improving and innovating our content offerings that continue to engage our viewers and resonate with them.” This statement by Kevin Vaz, President & Head – Network Entertainment Channels, Star and Disney India gives a glimpse of how the network’s Tamil GEC – Star Vijay has not just won the hearts of the Tamil makkal (people) but is also closing the gap with the long-standing behemoth leader in this uber-competitive market.
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