In keeping with the channel's brand positioning as a `complete family entertainer' it is striving to present a good mix of programmes that will interest every member of the family. As a part of this endeavour, it had earlier tied-up with NDTV for news content, Hyderabad-based Padmalaya for mythological content and more recently with Discovery Channel for infotainment programmes.

Talking to The Financial Express, Vijay TV's chief executive officer Mr Rohit Adya said that children's programmes could be one more area where the channel could collaborate for content. However, it is yet to initiate the process and conduct dialogues with anybody, he said.

The channel will tie-up with anybody for quality content as long as it's a win-win situation and leads to enhanced viewership in both soft prime band and prime time, he added.

The new programmes in the pipeline include a business show, a daily sitcom, a programme focussed on women and a breakfast show. The channel is yet to fine-tune the details of these programmes. The business show will be produced in-house, said Mr Adya.

According to him, the channel is concentrating on alternate genre programmes to increase penetration as well as revenues.