Since such direct entertainment events have become channel drivers, says Krishna Sharma, marketing head of Vijay TV, this has necessitated the channel to pour its expertise and professionalism into the ground show to transform the event memorable and enjoyable to television viewers.

This also fits into the programming strategy of the channel targeting not just the youth but also the young at heart, he adds.

The channel has, till date, organised three such ground events - Hariharan's music show, Ujala Cinema Express awards and a star nite featuring top stars of Tamil film industry.

The fourth in the series, a musical show of leading Tamil music director Deva, has been scheduled for November 27.