The Hindu Business Line : Jaya TV poised for 33 pc rise in '03-'04 revenue

JAYA TV, one of the top four Tamil general entertainment channels, is on course to register a 33-per cent increase in its revenues for 2003-04 over the previous fiscal, according to a top official of the media house.

With this increase, Jaya TV is likely to finish the financial year (ending March 2004) with revenues of Rs 45-50 crore. The media house had earned over Rs 30 crore during 2002-03.

The official, who wished to remain anonymous, said Jaya TV's success in improving its earnings came despite a not-so-good advertising scene, and was enabled by its strategy to focus on event-based shows, in addition to strengthening its soaps.

Last year, the television channel had conducted a film awards function — in association with the South Indian Cinematographers Association — a couple of dance shows, a series of women-oriented events and also its yearly Carnatic music festival.

The strategy, thus, was to create an opportunity for the big advertisers, for which the events came in handy, he added.

Jaya TV, the official said, has also taken a "policy decision" to launch a news channel sometime this year though "nothing has been organised" as of now.

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