The Tamil version of the international television game show format Who Wants to be a Millionaire - Neengalam Vellalam Oru Kodi - is to go on air from 27 February on Vijay TV.
The show, which will run in prime time from Monday to Thursday at 8pm, follows the long running successful Hindi version Kaun Banega Crorepati (KBC), which is shown in India by Sony Entertainment Television (SET).
Making his television debut, Neengalum Vellalam Oru Kodi will be hosted by Tamil actor Suriya.
"The market is witnessing...the biggest marketing push that any programme would have received in South Indian television. Innovative vehicles, coupled with the conventional ones, will draw the audiences to watch the show," K Sriram, General Manager, Vijay TV, told Exchange 4 Media.
A complete train has been used to advertise the show, among other outdoor promotions, he said. A Facebook page has "attracted a tremendous response", and new content is being generated for the programme's website, says Sriram. Further marketing initiatives include YouTube promotions and other digital ads.
The fifth series of the Hindi version KBC become the most widely viewed non-fiction television programme in India ever in November 2011, after a lowly computer operator from Bihar become a millionaire.
When Sushil Kumar won the show's jackpot of INR 5 crore (US$985,804), 27 million viewers tuned in to watch, according to Sony Entertainment Television.