BIGG BOSS and Brand Refresh takes Vijay TV to new heights
Bigg Boss, hosted by the unparalled Kamal Haasan, has helped Vijay achieve its highest ever viewership of 381 million impressions in Tamil Nadu. This is a fitting milestone for Vijay in its journey of connecting deeply with consumers. The show is one of the biggest to ever have launched in the state; 36 million viewers have sampled it in the first week itself, notching up an imposing 32 million impressions between Sunday and Friday.
Star Vijay has seen spectacular growth in viewership over the past six months, owing to multiple shows striking a chord with consumers. In the non-fiction space, Kalakkapovathu Yaaru has become the most successful comedy franchise in Tamil Nadu, with a very large fan base. Super Singer and Kings of Comedy Junior have also proven very popular and In the fiction space, Saravanan Meenatchi and Raja Rani have become consistent with relatable and inspiring characters.
Star Vijay has also refreshed its logo and packaging this week. The new logo and packaging are inspired by the rooted, yet progressive ethos of Tamil families. This interpretation is reflected in the motto "Edhilum Pudhumai Tamizhan Perumai” that reverberates through the channel today.
Expressing his happiness over the success of Bigg Boss and Star Vijay’s rebranding, the Star south CEO Kevin Vaz remarked, “We are very excited about the success of our recent launches. It is gratifying to see our ideas resonate with consumers. And Bigg Boss is not the culmination of Vijay’s journey; it is just the beginning.”
“Star Vijay may have scaled unprecedented heights, but has ambitions to go far beyond. No less than ten new launches are slated for the next three months including Tamil Kadavul Murugan - the biggest mythological show Tamil Nadu has ever seen in terms of quality of storytelling, scale and impact. Star Vijay is truly only just getting started” added Krishnan Kutty, General Manager, Star Vijay.
