As the battle for eyeballs heats up in the south, Chennai-based television channel Jaya TV is pampering its viewers like never before.
In an unusual marketing promotion, the TV channel has launched a quiz contest where the prize is a day-long train journey with film star Kamal Hassan.
The real reel-life experience will be offered to Jaya TV audiences next month. Balaswaminathan K, vice president (marketing) at Jaya TV, says the distinct feature of the trip will be the presence of the film star.
The train, scheduled for a flag-off from Kanyakumari on June 18 is called Mumbai Xpress. It is named after the Tamil-Hindi film released a month ago. The Mumbai Xpress will reach Chennai at 9 pm.
Jaya TV has already registered 15,000 entries. "But only 250 lucky families (comprising no more than four members) will get an opportunity to travel with their favourite actor," explains Balaswaminathan.
Free food and games have been lined up to make the train journey worthwhile for the winners. Jaya TV is spending nearly Rs 2 crore (Rs 20 million) on the initiative.
The promotion has attracted eight sponsors including Medimix soap from Cholayail Pharmaceuticals, Jainsons and Sekar Emporium. To enter the contest, audiences have to correctly answer three questions: one relating to the film Mumbai Express, one on a serial on Jaya TV and the last on Medimix soap, the key sponsor.
Balaswaminathan says that the prize winners will get to enjoy Chennai's leading amusement park the next day and return home with gift hampers worth Rs 3,000.
Chartering trains is not new to Tamil Nadu's TV industry. Jaya TV had experimented with a similar publicity gimmick two years ago while Sun TV used it for one of its programmes six years ago.
To be sure, Jaya TV and Sun TV are rivals and are backed by two state political parties, the AIADMK and DMK, respectively.
Media experts say that Jaya TV's current initiative may be driven by the need to gain popularity in view of the elections in the state next year.