![]() ![]() ![]() 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. 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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