MUMBAI: Marketing concessionaire Omega Mass Media has launched a daily Tamil soap called Maithili on Doordarshan Chennai. The family drama tackling socially relevant issues will be aired in the 3:55 pm to 4:10 pm slot.
The company officials are confident of getting a good response as their earlier programme Anju Manju in the same time slot had managed to get extra FCTs and revenue for Doordarshan. They are tapping advertisers such as Heinz India, P&G for taking up sponsorships for Maithili.
While speaking to indiantelevision.com, marketing executive Ganesh Iyer says: "From 14 July 2003, we shall be launching a Kannada programme on Udaya TV in the 9 pm slot. Most probably, the daily soap will be called Chitranjali. We also have some Telugu programmes that will most probably be aired on Gemini TV."
Omega Mass Media markets programmes on DD Trivandrum, DD Chennai (Anju Manju, Oliyum Oliyum), DD Mumbai (Kunku Tikli, Suruchi and Kayam Thappasavar) and DD Hyderabad (Cine Vennela).
The company's managing director A Hari Haran is "gung ho" about the post CAS scenario. He says, "I have been in business for nearly 12 years and I can predict that DD channels will grow at a fast pace in the next few months. CAS will facilitate the process. However, both DD and C&S (cable and satellite) channels are distinct markets.
"As far as Omega is concerned, we have established a good rapport with advertisers and media planners. But the programme's eventual performance will determine the inflow of advertising. We have got ad support from clients like HLL, Medimix, Dabur, Horlicks and Wipro," adds Hari Haran.