With theatre halls in Chennai now giving way to shopping malls or marriage halls, the Tamil film industry has begun a number of initiatives in a bid to promote Tamil films. 

The Tamil Film Producers Guild and the South Indian Artistes Association in collaboration with cable television operators will float a new Tamil satellite television channel. Beginning September 15, this channel will beam new Tamil films and songs.

Industry sources say this will help control video piracy and the income from this channel will be ploughed into the film industry.

The decreasing filmgoing public has led to the closure of over 800 cinema houses over the last five years, says the Tamil Nadu Exhibitors Association. Famous cinema houses like Sun, Paragon, Uma and Wellingdon, which date back to over 100 years, have now given way to commercial complexes in the city. Soaring real estate value is another reason that seems to have influenced exhibitors to opt for marriage halls and shopping complexes over cinemas.

The Tamil film industry, known to produce over 50 films annually, produced 43 films last year. The reason cited for this decrease is high production costs and video piracy -- CDs of newly released films are freely available on the day of their release.

Now, in a bid to help producers, filmstars have been conducting Star Nites in Dubai and London, proceeds from which will go to producers, says Vijaykanth, President, South Indian Artistes Association.