Expanding its bouquet of Tamil general entertainment channels (GEC), Star India is all set to launch a second Tamil GEC called Vijay Plus, which will complement Star Vijay.
While Star Vijay is already an established channel in the two southern states of Kerala and Karnataka, with Vjay Plus, Star is looking at further expanding its presence in the Tamil market.
While speculation was rife last year that Star India was set to launch its second Tamil GEC, which would be christened Vijay Plus or Vijay TV 2. When contacted, Star Vijay general manager K Sriram confirmed that the new channel has been named Vijay Plus.
However, the network is yet to procure the license from the government for the new channel. “We are still waiting to get our license for Vijay Plus from the government,” informs Sriram.
As per industry sources, the channel was supposed to go live in December last year. However, the launch was delayed due to license issues from the Information and Broadcasting Ministry.
A source close to the development informs that the new channel will focus on a new line-up of fiction content and will also air old programs of Vijay TV. As per media reports, Sriram was quoted saying that Star India is going to invest close to Rs 200 crores on distribution and another Rs 330 croreson in-house content.
Moreover, Star will make available the Vijay Plus on all major DTH platforms and cable operators across South India from the test launch phase itself.
Star India seems to have set its eyes on strengthening its foothold in the regional space. It may be recalled that recently the company acquired the broadcast business of Maa Television Network, which comprises four Telugu language channels. The acquisition gave Star access to the Telugu TV market, which is the second largest regional market in India in terms of revenue potential.
Star India broadcasts more than 40 channels in seven languages, reaching more than 720 million viewers every week, across India and 100 countries. The network's entertainment channel portfolio includes Star Gold, Channel V, Star World, Star Movies, Star Utsav, Life OK, Movies OK and Star Plus.
It has a leading presence in regional language as well, through a bouquet of affiliate channels, which include Star Jalsha, Jalsha Movies, Star Pravah, Asianet, Asianet Plus, Suvarna, Suvarna Plus and Vijay.
Star's sports business has grown rapidly to eight channel properties and its digital presence is defined by starsports.com and hotstar.com, which brings TV shows, movies and sports on one destination.