Tamil film directors launch channel

The newly-launched Tamil language channel Tamilthirai or Ttv, as it is popularly known, is based on a unique business model.

The 24-hour entertainment channel is jointly promoted by Tamil film directors, film producers and cable TV operators.

Film director R K Selvamani (who has directed 12 Tamil films and is best-known for his film Captain Parabhakaran based on sandalwood smuggler Veerappan) is the managing director of Tamil Entertainment Art Media (TEAM), the company set up in June 2004 to launch the channel.

Selvamani says that the idea of the channel was born in the year 2000 to curtail rampant video piracy of new Tamil film releases.

"It took nearly three years for the idea to take shape," says Selvamani, adding that the channel was initially scheduled for a launch in 2004.

The company was started with an authorised capital of Rs 5 crore. The 11-member governing board of the company comprises five film directors and producers, two cable TV operators and four investors who Selvamani refuses to name.

Ttv, which will be predominantly a film-based channel, promises to be different from the usual entertainment channels.

"We have about 5,000 hours of software of Tamil movies," says Selvamani. However, Ttv will compete with four players in the Tamil satellite industry, including the market leader Sun TV from the Sun Network which has about 13 channels in southern regional languages.

Ttv's other immediate rivals are Jaya TV, Star Vijay, the wholly-owned subsidiary of the STAR group and Raj Network with its two channels, Raj TV and Raj Digital Plus.

Several well-known film directors have been roped in to create the content for Ttv. Among them are said to be Shankar of the Indian (Hindustani) Cheran who made Autograph, and the veteran Bharatiraja who has won national awards for his village-oriented themes for films.

But Selvamani is tightlipped and refuses to comment on content. "I will not be in position to discuss it as Ttv is still in its infancy and has to compete with the big daddies in broadcasting," remarks, Selvamani.

Regarding distribution, Selvamani says he's confident that the company's tie-up with Sumangali Cable Vision, the cable distribution arm of Sun Network, will ensure proper reach.

About 125 cable operators are shareholders in the company. But with video piracy of new films now under control, it remains to be seen if Ttv manages to wow its viewers.