‘Overall viewership of Colors Tamil has grown by 40% to 50%’

Kodeeswari sees its first crorepati, Kousalya Kharthika who is the first-ever differently-abled woman in the world to win the jackpot prize money

e4m by Simran Sabherwal
Updated: Jan 21, 2020 9:31 AM
Anup Chandrasekharan

When Colors Tamil adapted popular television game show, 'Who Wants to Be a Millionaire? - known in India as 'Kaun Banega Crorepati' (KBC) - the show’s format was re-designed, for the first-ever all-women version, with the host and all the participants in the quiz show being women. The show again made history, when 31-year-old Kousalya Kharthika from Madurai, became the first-ever differently-abled woman in the world to win the jackpot prize money of Rs. 1 crore on Colors Tamil’s Kodeeswari.

Speaking on Kousalya’s win, Anup Chandrasekharan, Business Head – Colors Tamil said, “Kousalya’s victory on Kodeeswari opens up newer avenues for women like her. This is a moment of pride for Colors Tamil. Kousalya’s win will go on to empower, engage, influence and motivate generations of women to come. What makes it even more special is that Kousalya has created history by being the first female differently-abled winner of the format in the world.”

Colors Tamil, which was launched on 19th February 2018, is still a relatively new brand in the highly competitive Tamil market. Chandrasekharan says that to make a dent in the market, the channel had to demonstrate that it is different and Kodeeswari was created specifically to target the channel’s core audience – women where the show talks and applauds the real women who have done good work.

Commenting on the impact of Kodeeswari for the channel, Chandrasekharan says, “In terms of performance, Kodeeswari’s been an overwhelmingly a great success. From a channel standpoint, Kodeeswari has increased the brand equity for Colors Tamil. It's brought a great degree of credibility and respect for the brand. The qualitative feedback about Kodeeswari has been very overwhelming. In quantitative terms, the reach of the channel has gone up significantly and the overall viewership also has grown by 40% to 50%. We achieved what we set out to do.”

He says that the response from sponsors has also been positive, and adds, “P Suresh, MD, Arun Excello Group of Companies has written to us saying that the association with Kodeeswari been a very gratifying experience. Arun Excello has been promoting Kodeeswari on their social media and they have been getting a terrific response.”

On a final note, he says, “We care for our viewers and we will showcase the talent available in the market. We've ventured into this format and are satisfied with the progress. I would like to sign off by saying that we will keep this momentum going. We are not going to let it go and will continue with what has been started.”

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