Vijay TV changed the rulebook. In the early 2010s, they realized their audience was shifting. Working women, college students, and nuclear families in Chennai, Coimbatore, and abroad didn't relate to the "Naagin" style snakes or the 500-episode long wedding planning.
Vijay TV serials have the most aggressive "shipping" culture in Indian television. Fans edit videos of their favorite on-screen couples (Jai Anand, Vanifta, etc.) with romantic filter songs. The channel actively fuels this by releasing behind-the-scenes content and award show performances where the "couples" dance together.
: Launched in late January 2026 and has already become a top performer. : Airs in the afternoon slot at 1:30 PM.
Vijay TV has introduced several new titles in early 2026 to refresh its afternoon and prime-time slots: Suttum Vizhi Sudare