The response for Kodeeswari is getting stronger with each episode: Ravish Kumar

Ravish Kumar, Head - Regional Entertainment Cluster, Viacom18, says the journey to touch lives with Colors Tamil’s Kodeeswari, the Tamil adaptation of Kaun Banega Crorepati, has just started

e4m by Simran Sabherwal
Updated: Jan 25, 2020 9:21 AM
Ravish Kumar

Colors Tamil’s Kodeeswari, the Tamil adaptation of Kaun Banega Crorepati, has been receiving a great response and it has helped the channel grow its viewership by at least 20 per cent, says Ravish Kumar, Head - Regional Entertainment Cluster, Viacom18.

In a chat with exchange4media, Kumar delves into the thought behind the show, its growing popularity and more.

Excerpts:

How has Kodeeswari as a property performed for Colors Tamil?
The show has done very well for us and more importantly it is what we set out to do when we conceived the show as an all-women edition of Kaun Banega Crorepati for the first time. The thought process was that women always put the dreams of their loved ones ahead of their own. We wanted Kodeeswari to not just be a quiz show with a celebrity host but we wanted it to be a tribute to the unconditional love and selfless sacrifices made by millions of women every day and everywhere.

The show was our way of giving back and acknowledging the women who gave their dreams the backseat. We wanted to give those forgotten and hidden dreams an opportunity to come true. Many women get so absorbed in their family that they forget their own needs. We wanted to acknowledge this and bring this to the fore. One line that encapsulates our thought was ‘A heart that beats for others should not skip a beat for itself.’

What has been the sponsor response to their association with Kodeeswari?
Kodeeswari is all about emotions. Our sponsors and advertisers believed in what we were doing and found Kodeeswari to be a good fit for their brand because they were trying to do the same thing and have supported us from day one. We're all delighted with the way the show has shaped up. It is making a difference and will continue to make a difference long after the show ends.

The stories in Kodeeswari have touched a chord and the show has resonated and inspired millions and given a voice to the change. We can’t thank our advertisers enough for their belief in us and our viewers enough for their support.

How has Kodeeswari helped the channel grow?
We've grown the slot substantially and grown our overall numbers substantially. On an average, our viewership has increased by at least 20 per cent. The show is the talk of the town and it has become a movement. We take great pride in that and it gives us great joy to see how the show has touched lives and influenced the society in a positive way. It is very rewarding and humbling as a channel to be part of content that can actually transform lives.

What has been the response on Voot?
The response on Voot has been very strong and positive. We are halfway in the lifecycle of the show and the show is picking up momentum. We have only seen the response get stronger by the day with each episode.

How has the Tamil diaspora responded to the show?
We have seen a good response and strong interest in the show from the Tamil speaking audience, particularly in the geographies outside India where there is a significant Tamil population like in Malaysia, Singapore and Sri Lanka. The show cuts across and resonates at many different levels with the viewers.

Are you looking at Season Two of Kodeeswari?
Yeah, of course we are. There are so many more lives that we need to touch, we have just about begun.

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