Star India is all set to launch a second Tamil GEC called Vijay Plus, which will complement Star Vijay.

Vijay TV has been planning to launch a secondary General Entertainment Channel 'Vijay Plus' in the Tamil for a long time. But the license for Vijay Plus, an entertainment channel has been lying in cans as the license is stuck with the Information and Broadcasting ministry, according to a report.

While Star India is already an established channel in the two southern states of Kerala with Asianet in Malayalam and Karnataka with Suvarna in Kannada, with Vjay Plus, Star is looking at further expanding its presence in the Tamil market along side Vijay TV.

However, the network is yet to procure the license from the government for the new channel. “We are still waiting to get our license for Vijay Plus from the government,” informs Star Vijay general manager K Sriram .

A source close to the development informs that the new channel will focus on a new line-up of fiction content and will also air old programs of Vijay TV. As per media reports, Sriram was quoted saying that Star India is going to invest close to Rs 200 crores on distribution and another Rs 330 croreson in-house content.

Sources also confirm that ‘Vijay Plus’ will be an Entertainment channel with new line of Fiction content that will be targeting the young audience exclusively which will also have a re-run of the shows from the main channel ”Vijay TV”.

Moreover, Star India is also eyeing to use the new channel as a vehicle to promote the regional feed of their main sports events happening in Star Sports channels similar to that of ICC World cup where in the matches where aired on Vijay TV in TN market, disturbing its morning & afternoon FPC schedules.

Star India hopes that a secondary channel would come in handy in many such occasions, virtually playing the role similar to that of SET MAX for Sony Group.

Having acquired the broadcast rights of IPL from next season onwards along with bunch of cricketing and non-cricketing sports events already under their kitty, they would definitely require an additional channels in Tamil for the regional feed, which might run for many months in an year.

Moreover, Star will make available the Vijay Plus on all major DTH platforms and cable operators across South India from the test launch phase itself.

Star India seems to have set its eyes on strengthening its foothold in the regional space. It may be recalled that recently the company acquired the broadcast business of Maa Television Network, which comprises four Telugu language channels. The acquisition gave Star access to the Telugu TV market, which is the second largest regional market in India in terms of revenue potential.

Star India broadcasts more than 40 channels in seven languages, reaching more than 720 million viewers every week, across India and 100 countries. The network's entertainment channel portfolio includes Star Gold, Channel V, Star World, Star Movies, Star Utsav, Life OK, Movies OK and Star Plus.

It has a leading presence in regional language as well, through a bouquet of affiliate channels, which include Star Jalsha, Jalsha Movies, Star Pravah, Asianet, Asianet Plus, Suvarna, Suvarna Plus and Vijay.

Star's sports business has grown rapidly to eight channel properties and its digital presence is defined by starsports.com and hotstar.com, which brings TV shows, movies and sports on one destination.