The pioneering TV channel Vijay TV is revolutionizing the home entertainment of the Tamils. For every season or occasion, Vijay TV comes up with something unique. Now, it is busy capitalizing on the forthcoming IPL season. Soon Vijay TV will launch two shows – Chennai Super Kings Junior and Chennai Super Kings Cheerleaders. This is the first time that Vijay TV will have a tie-up with a sporting event! Expressing his happiness of working with IPL, CEO of Star India Uday Shankar said “We are extremely happy totie-up with a sporting event like the IPL; a great strategy to capitalize on the brand and generate viewership”

Recently M.S. Dhoni participated in the promos of the Chennai Super Kings Cheerleaders/ Juniors. The Chennai Super Kings (CSK) captain was seen in the team uniform and was being cheered on by a bunch of vivacious cheerleaders who rattled the entire arena with the chant “Dhoni.. MS Dhoni… Chennai Super kings Jr yaar? Namma Vijay TV paar !” as the cameramen cranked his camera.

This is only a sample of what you are going to get! In the upcoming episodes, you will see several CSK team members including Dhoni, V.B.Chandrasekar, Badrinath, L.Balaji, Krishnamachari Srikanth and the leader of the bandwagon Drums Sivamani too.

Speaking about this unique show, K.Sriram, General Manager, Vijay TV commented: “We are sure that we will put our best foot forward in making this content interesting to both the cricket lovers and the general audience. This show will portray the aspirations of kids and their passion for the game, striking a chord with parents as well. It will also serve as an inspiration to other kids. And the show will surely generate interest of advertisers both in the national and retail markets.”

Let us look at these two shows in detail:

Chennai Super Kings Cheerleaders – this show will be aired every Friday at 10:00 p.m. since February 20th.  This 10-episode series will cover the auditions for probable cheerleaders of CSK. It will show how the contestants were tested on their dancing skills and cheerleading routines during the audition. The teams contesting in the grand finale will get to perform to the beats of the drummer Sivamani. The winner of the grand finale will be given the honor of cheering the Chennai Super Kings in every IPL match!

Chennai Super Kings Juniors – this one-hour show will be aired on weekends at 7 p.m. beginning from February 21st.  The show spanning over 20 episodes will cover auditions held at Chennai, Coimbatore and Trichy.  Kids between 8-12 yrs of age with basic skills of the game are eligible for the audition. The winning 11 will be recognized as the Chennai Super Kings Juniors! They will get to watch all matches that CSK plays in, up close –  from the pavilion! The top 3 contenders (i.e. the best bowler, best batsman and best all rounder) will get an exclusive opportunity to be present with the CSK team at their nets practice and will also get the once-in-a-lifetime chance to travel with them to any one of their IPL matches!

The idea for this was born in the creative minds of Vijay TV when India Cements (official sponsor of CSK) approached them to take IPL – which received immense recognition in several Indian cities and towns – to every corner of Tamil Nadu.

Rakesh Singh, Marketing Head, India Cements, says “The first season of IPL was a roaring success and the Chennai Super Kings reached the finals. We wanted a television partner with whom we could associate and take this great brand to the roots of Tamil Nadu. And we could not think of anyone other than Vijay TV. When we discussed the plans with them, they got back to us with these two brilliant concepts to popularize the brand.”