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General News Sun TV Network set to launch second Tamil GEC on 7 Oct
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[Image: Sun-TV-Network-whole-new-life.jpeg]MUMBAI: Sun TV Network’s second Tamil GEC Sun Life targeted at millennials will launch on 7 October.

The network is re-branding its hybrid movie and music channel Sun Life as a GEC with fresh content. The channel, which has been in the works for three months, will have 24 hours of original content a week.

Sun Life will be targeted at youth in 18-30 age-groups. The channel will have a mix of fiction and non-fiction content which will have a high dose of glamour quotient. Reality shows will be an important part of the channel’s programming.

Sun TV, the flagship Tamil GEC of the network, focusses on mass audiences and has more of a family viewing while Sun Life will be a niche GEC offering. This, the network feels, will prevent cannibalisation of audience.

The channel will also help Sun Network to wean away millennial audience from its competitors like Star Vijay, Zee Tamil, and the newly launched Colors Tamil.

“There is a new audience in the 18-30 categories which is emerging. This audience is largely urban and we believe that this audience wants something different from the staple that we have on Sun TV. Since Sun TV has a loyal and sticky viewership we simply could not cater to this new opportunity,” Sun Group chief financial officer (CFO) SL Narayanan told TelevisionPost.com.

He further stated that Sun TV’s programmes are watched by family which doesn’t lend itself to the millennials. “There is an opportunity that is emerging which is based on entertainment, glamour, humour, reality, competition-based with lots of celebrities thrown in. That’s the reason why we have brought in a second GEC and we believe that we have got the formula right,” he added.

Narayanan noted that Sun Life programming will be oriented towards youth and more oriented towards glamour, and quirky humour. For example, the channel will have a comedy show called ‘Masala Café’ and reality show ‘Swapna Sundari’.

‘Masala Café’ will be hosted by a well-known comedian from the Tamil film industry. The show will have comedy, spoofs, skits, satire and at the end of the week, the best person will be selected as the winner.

Swapna Sundari, which means Dream Girl, will be a mix of ‘America’s Top Model’ and ‘Bigg Boss’. The reality show will have glamour.

“This channel will allow us to offer differentiated content. This audience was going to the competition so this way we will hold them back. We will offer 24 hours of original programming per week mostly prime-time,” Narayanan noted.

All the shows on Sun Life are entirely commissioned and there will be no slot model. Sun TV is also moving towards an entirely commissioned model.

The content on Sun Life will be live streamed on video on demand (VoD) platform Sun NXT along with a catch-up option.

Narayanan refused to divulge the investments being made into the new channel. He said, “Our company has extraordinary ability to invest because we have got the highest margins in the industry. We don’t expect any major upset to our margin because there are several levers this year.”

He also stated that the advertisers have been roped in for the new channel. He added that Sun Life will be profitable from day one. “We will break-even right from day one because it is going to produce fairly substantial ad revenue. We have thought through this very carefully and we don’t expect any losses,” he stated.

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Airtel Digital HD Recorder / Kerala Vision Digital TV
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