Sun TV ties up with Endemol

Sun TV Network Ltd (Sun TV), owned by Kalanithi Maran, is looking at foreign partners to produce non-fiction contents. The company on Tuesday joined hands with Dutch firm Endemol to launch a television game show.

“This tie-up would be the first step towards more international joint ventures. The international partner will bring his production expertise and will work on licensing model,” said Sun TV chief operating officer Ajay Vidyasagar.

Sun has a market share of 30-32 per cent in the weekend viewership category and is planning to increase it by 12-15 per cent over the next six months by offering new contents.

According to him, 50-55 per cent of the viewers are looking for fiction-based programmes while 25-30 per cent prefer movies and the rest go for programmes like talk shows and current affairs.

Deal aa No Deall aa launched today will be aired in Tamil. It will also be launched in other southern regional languages. Vidyasagar said Sun would introduce more game shows, reality format, song and dance-based formats to boost non-fiction shows.

Endemol India managing director Deepak Dhar said the tie-up would help the company enter South India. Endemol is planning to have similar tie-ups with television network houses in Bengali and Gujarati.