Come February 2012, Vijay TV is all set to launch the hit game show KaunBanega Crorepati (KBC) in Tamil as Neengalum Vellalam Oru Kodi , with Tamil film star Surya donning the mantle of host.

Without giving out any numbers, Mr K. Sriram, Business Head, Vijay Television Pvt Ltd, said the show calls for a huge investment, laying stress on the word ‘huge'. “This will be the biggest property any South Indian channel would have ever invested.” As the show is being produced by Big Synergy, the producer of KBC in Hindi, it will be of the same high quality in every aspect, he said.

According to him, more than top or bottom line, the primary objective is to garner the maximum number of eyeballs and to take the channel to the next level. With 263 GRP (gross rating points), Vijay TV is the second most sought after GEC (general entertainment channel) after Sun TV in Tamil Nadu.

The 80-episode show will run for 20 weeks (four days a week - from Monday to Thursday) beginning February 2012. The channel today launched a high-decibel campaign inviting people to participate in the show. This will be followed by a 360-degree campaign that will go on till the show debuts.

Elaborating on the brands on board, he said as of now the channel has tied up with ITC's Sunfeast as the presenting sponsor and real estate developer Arun Excello as associate sponsor. “We are in talks with various brands for eight more sponsors,” he said. Besides, for advertisements during the programme, many brands have shown a great level of interest, Mr Sriram added.

> rravikumar@thehindu.co.in

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