ITV

Tag: Kodeeswari

  • Colors Tamil wins big at Promax India Regional 2021 conference

    New Delhi: Colors Tamil has won six coveted awards at the first edition of the Promax India Regional 2021 Conference- The Art of the Pivot, announced this week. Competing across 25 categories, the regional GEC bagged four Gold in the Best Programme Campaign, Something for Nothing, Best Entertainment Promo and Best Launch Campaign categories and two Silver in the Best Movie Promo and Best Directing categories for its innovative works and promotions.

    Among the six illustrious Awards, Colors Tamil’s Kodeeswari – the Tamil version of Kaun Banega Crorepati (KBC) – bagged three Gold and one Silver for its first-of-its-kind format, direction, and innovative campaign. Showcased as Asia’s first all-women version of the popular game show ‘Who Wants To Be A Millionaire’ and hosted by Radikaa Sarathkumar, Kodeeswari was also listed among the finalists under the Best Themed Campaign category.

    Colors Tamil bagged the Gold for its innovative Independence Day promo and the Silver for its best movie promo (Watchman). The channel was also listed among the finalists in Best Children’s Promo category.

    COLORS Tamil, business head, Anup Chandrasekharan, said, “Colors Tamil has always distinguished itself with its innovative content that aims at inspiring, enhancing and engaging individuals. Kodeeswari is one of the biggest milestones in the history of Colors Tamil, where we had put in a lot of effort to create an exclusive platform for women aimed at giving wings to their small dreams and desires. While the show has won millions of hearts, it gives us immense pleasure to witness the same winning the hearts of the eminent jury of Promax, which further motivates us to offer more such unique and innovative content with top-notch quality.”

    Despite the unprecedented times and various challenges during the pandemic, Colors Tamil was among the first GEC to return with brand new episodes and exciting concepts like Mahasangamams to make its fiction shows more exhilarating. The channel has already curated an interesting line-up of shows like Abhi Tailor, which has already created a buzz with its first promo, witnessing over one million views in just 24 hours. It is also set to unveil a few more fresh shows under the fiction category and a couple of innovative non-fiction shows like Dance vs Dance 2, the channel said

  • COLORS Tamil celebrates two years

    COLORS Tamil celebrates two years

    CHENNAI: COLORS Tamil, Viacom18’s first Tamil GEC, has celebrated two years of entertaining Tamil Nadu. 

    Known for its marquee shows such as Kodeeswari, a first-of its kind all-women version of Kaun Banega Crorepati, reality shows Kalla Petti and Singing Stars, and popular fiction shows like Thirumanamand Uyire, COLORS Tamil continues to entertain and engage with its viewers in exciting and unique ways.

    COLORS Tamil was launched on February 19, 2018 with the brand philosophy, ‘Idhu Namma Oru Coloru’ meaning ‘The COLORS of our land’. After a successful entry into the market, it further expanded to Singapore, Malaysia and the US. 

    On celebrating two years of COLORS Tamil, Ravish Kumar, Head – Regional Entertainment Cluster, Viacom18, said: “COLORS Tamil was launched with an aim of delivering new and never-seen-before content to homes in Tamil Nadu. It has always been our endeavour to present content that is innovative and reflective of our audience. We have witnessed tremendous growth and loyalty towards the channel over the last 2 years and are grateful that our viewers have placed their trust in us. Close to 50% of our viewers are under 40 years of age and watch our content everyday. We are extremely excited about completing yet another milestone in our journey in the Tamil market.We will continue to build on our brand philosophy of IdhuNammaOruColoru while we entertain our viewers with content that is truly disruptive and that is able to create a difference.”

    Anup Chandrasekharan, Business Head, COLORS Tamil,  added: “COLORS Tamil has successfully cemented its relationship with viewers owing to the channel’s thought provoking and socially conscious content. Over the last 2 years, we have launched shows that have had a lasting impact on our audience. Moreover, our viewers resonate with the brand values and philosophy we launched with. Kodeeswari alone was sampled by 4.5 crore Tamil Nadu viewers within six weeks. We will continue to innovate and introduce content that is innovative, differentiated and true to our ethos.”

    The channel thoroughly studies consumer patterns on an ongoing basis and curates its differentiated content. Its strength lies in consistently providing thought provoking, socially relevant and relatable content to its viewers. Over the past 2 years, the channel has entertained its audiences with various titles in genres like Family, Drama, Comedy and Fantasy. It has created a mark for itself, standing out with its varied offerings such as EngaVeetuMapillai, Thari, Malar and many more. It has launched some big-ticket, non-fiction properties like Dance Vs Dance, Singing Stars and Kodeeswari. The shows have attained popularity among the audience due to the distinct content and their outstanding quality that is on par with the standards of National Television. To further strengthen its footprint, the channel is all set to expand its original hours of content with new shows. This February, the channelintroduced two captivating fiction shows, IdaiyathaiThirudadhey which is a love story  with a twist and Naagini 4, the Tamil dubbed version of the popular Hindi supernatural fantasy show.

    With an interesting mix of fiction and non-fiction shows, COLORS Tamil will continue to strengthen its content offering thus catering to a wide variety of audiences. 

  • ‘Kodeeswari’ doubled primetime slot viewership: Viacom18’s Ravish Kumar

    ‘Kodeeswari’ doubled primetime slot viewership: Viacom18’s Ravish Kumar

    MUMBAI: The Tamil adaptation of Kaun Banega Crorepati saw an interesting tweak – all the participants and the host are women. Launched on 23 December 2019, Kodeeswari brought out and continues to bring heart-wrenching stories of women contestant and aims to encourage and motivate them to fulfil their dreams.

    The channel says that its focus was on education and enlightenment rather than making money in this instance. Apart from grabbing eyeballs, the show also succeeded in strengthening the channel's relation with brands not on the facts of ratings but on the concept of spreading the message and inspiring viewers.

    Viacom 18 regional entertainment cluster head Ravish Kumar, in an interaction with Indiantelevision.com, explained the thought behind the tweaked concept of Kodeeswari, association with brands, viewership growth, marketing strategy, show’s performance on digital platform, and Colors Tamil’s roadmap in 2020.

    Edited excepts:

    What was the thought behind coming up with the all-women season of Koodeswari?

    Women give up their dreams for their loved ones, family or children and they live their dreams through them. We wanted to do a show as a tribute to women’s unconditional love and selfless sacrifices that they make every day. We didn’t want to come up with a quiz show with a celebrity host and Rs 1 crore as prize money. We wanted to do a show that would make some difference, inspires, motivates and creates a movement. We wanted to give the opportunity to the dreams that have been buried all these years. ‘Heart that beats for others should not skip a beat for itself’ that was our guiding principle behind the show that’s why we made it an all-women show. Despite Kodeeswari being all-women show, it is the family that has supported them to make their dreams come true. With the line ‘Choti si Asha’ we wanted to understand where did that go and why and we want to bring it back in women’s lives with the show.

    What is the marketing strategy for the show? How are you ensuring the reach of the show in remote areas to give more powers to women?

    It’s a function of where we do the audition and how do you get the word out. We were extensive in our audition and tried to cover every district in Tamil Nadu. Next time we will go even deeper. Every single person who has been on the show has a fabulous story. There was a contestant name Sushmita who was partially blind and I am happy to share that she is cured now. There are other people who have overcome the difficulties at multiple levels. Each story in many ways is very inspirational, turns society on its head and makes a positive difference to them; it’s an encouragement to others.

    With this format are you specifically trying to reach out to female audiences?

    The target audience is the family, we put it in the primetime slot from 8 to 9.30 pm and the viewership is across the board, it’s not just men or women, people are watching it together and the show is all about that.

    How is the show helping brands and advertisers?

    We have been very lucky to get a lot of sponsors even before the show began. The relation with brands got stronger as they realise it’s not about the ratings but about spreading the message, creating a movement and inspiring many others. I think it’s the message that will continue even if the show has gone off air. Brands are very proud and privileged to be part of Kodeeswari and we are equally proud and privileged to partner with them. We thank them for their support; trust in our vision and for standing by us. It’s going to work well for the brands which are associated with us as well as the channel. But the bigger side of this is, the show is very positive for the society which is what television is about, it is the opportunity to educate, entertain and enlighten. With Kodeeswari we are doing all this.

    Has the show also added in the viewership or subscription numbers?

    The channel has seen a growth in the slot in which the show is aired as well as in the overall channel.  The slot viewership has doubled and channel’s ratings is up almost 20 per cent. But more intangible is the conversations that we are having about the show and the difference it continues to make. More and more people are watching and we will continue to grow until the last episode. Subscription numbers are known once in a month and we are yet to get that after the launch of the show. Definitely there might be some growth but it's too early to say anything.

    How does format like Kodeeswari help a regional channel?

    We are a new channel and it’s an investment for us and the dividend will only come down the road as we continue to do more of such shows which truly make a difference and help us connect with our viewers. We did not do this show with an intention to make money; we did it to make a difference as we hold ourselves to socially responsible programming. That is what we try to achieve with Kodeeswari and other shows on Colors Tamil.

    How is the show doing on the digital platform?

    On digital, we continue to push the show in terms of anyone coming online and visiting our site. We have play along offered on VOOT. We also do extra footage that we air on the channel which helps to capture the journey of people even after they won money and went out of the show. We do a lot of extra content and give them the opportunity to engage. We look forward to user-generated content that we can share with others. It’s working on the multiple levels and the engagement will be growing over time.  It continues to grow every single day on digital and it’s my second-most visited show on the channel and will quickly become the first.

    Did you revise the ad rates for the show?

    Ad rates were not revised for the show; we are happy to be giving an opportunity to the people to partner with us for the show.

    Will the channel be coming up with a similar format in season 2 of Kodeeswari?

    We look forward to bringing a strong season 2 as well and like I said it’s a conversation that started and we will continue to keep having conversations through this or other shows both in fiction and non-fiction and basically every touchpoint that we have with Tamil viewers and viewers across all our markets.

    What is the roadmap for Colors Tamil in 2020?

    We entered the market in 2017, we made a meaningful mark already. We want to build on the momentum, i.e., to be differentiated and carry a message more than just pure entertainment.

  • COLORS Tamil’s KODEESWARI, creates history worldwide with its first 1 Crore winner

    COLORS Tamil’s KODEESWARI, creates history worldwide with its first 1 Crore winner

    MUMBAI: Championing the indomitable spirit of women in India, 31 year old Kousalya Kharthika from Madurai, wins the jackpot prize money of Rs. 1 crore on COLORS Tamil’s Kodeeswari. History will be created as Kousalya, the first ever differently abled woman in the world will take home the coveted title, this Tuesday, January 21st at 8 p.m. With this landmark milestone, Kodeeswari establishes itself as a pathbreaking show which fulfils its promise of giving wings to small dreams.

    Kousalya Kharthika who resides in Madurai suffers from speech and hearing impairment and communicates through vibrations and lip-reading. Kousalya’s determination and grit has helped her pursue her dreams and overcome obstacles in her life

    Commenting on becoming the first winner of Kodeeswari, Kousalya Kharthika said, “I have always depended on my family members for my day-to-day life. But, right from my childhood I have been determined to learn and excel in whatever I do. I truly thank COLORS Tamil for giving me the opportunity to participate in the show and fulfil my dreams.  It was an exhilarating experience being on the hot seat with Radikaa Ma’am who made me extremely comfortable. I am more than honoured to be part of this iconic game show and equally proud to tell the world that ‘I am now a Kodeeswari’.”

    The mother of a 1 year old toddler, Kousalya has triumphed over her disabilities throughout her life, becoming a university topper and going on to secure a B.Sc in Technology, M.Sc in Information Technology and an MBA degree. Today she works as a Junior Assistant at the Principal District Court of Madurai.

    Speaking about how the money will be used, she adds, “I first want to do my bit for people in need, especially the Deaf and Dumb school in Nagarkoil where I studied.  Additionally, I want to visit either Italy or Switzerland which has always been my dream.”

    Expressing his delight on this marquee moment, Viacom18 Regional Entertainment Cluster head Ravish Kumar said, “My heartfelt congratulations to Kousalya for creating such a historical moment for herself, Kodeeswari and broadcast television in entirety. Kodeeswari is a first of its kind platform as a show exclusively for women where they are empowered and encouraged to pursue their dreams no matter how small, no matter what circumstances they come from. Kousalya’s winning moment is therefore a moment of inspiration for so many others who are struggling to fulfil their dreams..”

    COLORS Tamil  business head Anup Chandrasekharan 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.”

    Commenting on Kausalya becoming the first Kodeeswari, Radikaa Sarathkumar, the Host of Kodeeswari said, “Many congratulations to Kousalya who has created history today with her knowledge and determination. I must say that I am lucky to have met her and experienced her incredible win. Her success is truly an inspiration and will motivate many others. I wish her all the best in life and hope that this achievement helps her make a positive difference in her life.”

    Presented by Colgate; powered by Nippon Paint, Arun Excello and RIN; with Kotak Mahindra Bank as the Banking Partner, and Tamil Matrimony App and Helo App as Special Partners, Kodeeswari has been on air since December 23rd, every Mon – Fri 8 pm on COLORS Tamil and Viacom18’s video-on-demand platform VOOT.

  • Colors Tamil ropes in six sponsors for ‘Kodeeswari’; premiere on Dec 23

    Colors Tamil ropes in six sponsors for ‘Kodeeswari’; premiere on Dec 23

    MUMBAI: Colors Tamil and Studio Next are all set to premiere the all-women edition of ‘Kodeeswari’ from December 23 at 8 pm onwards every Monday to Friday. The show has also roped in brands like Nippon Paint, Arun Excello and RIN along with Kotak Mahindra Bank as Banking Partner and Tamil Matrimony App and Helo App as Special Partners. 

    Kodeeswari is produced by Studio Next, the production house of Sony Pictures Networks. Studio Next holds the license of the format, for all Indian languages and has produced more than 1,800 episodes of the show across nine languages.  

    “The Tamil market is an incubator for path-breaking content, be it in films, art, print or television. COLORS Tamil has, since its inception, pushed the boundary in terms of innovative content – through the stories we tell and through the way we tell them,” said  Viacom18 regional entertainment cluster head Ravish Kumar adding, “How apt a homage to the culture and ethos of this market that one of the world’s most successful format shows ‘Who Wants To Be A Millionaire’ will go in for a global first with an all-women version on COLORS Tamil. Because we at COLORS Tamil believe that hearts which beat for others, should not forget to beat for themselves.” 

    Expressing delight on putting together such a purposeful show said COLORS Tamil business head Anup Chandrasekharan, “It gives us great pleasure to put together this experiential stage that will empower women who are smart, aware and knowledgeable. We have had an overwhelming participation from the Tamil speaking women across the nation whose life stories are heroic in their own unique way. While the format of the game remains unchanged, our endeavour is to encourage strong-willed women to challenge stereotypes and emerge victorious. We are happy to have on-boarded the indomitable superstar Radikaa Sarathkumar in this journey who will multitask as a host, a friend and a guide.”

    The popular television game format will see host Radikaa Sarathkumar quiz contestants on the Hot Seat 15 questions with prize money ranging from ₹1000 to ₹1 crore. If a contestant successfully answers all 15 questions correctly, she will be awarded a prize money of Rs 1 crore. During the play the contestants get to take 4 help-lines namely, 50-50, Audience Poll, Ask the Expert and Flip to survive through the game.

    Radikaa Sarathkumar who has over 300 films across several languages to her credit said on hosting a distinctive concept like Kodeeswari, “The thought of making an ordinary woman a ‘Kodeeswari’ is extremely gratifying. Forty years back when I had made my debut, I too had dreams in my heart and small desires which grew over the years which I fulfilled with my work and I can see the same vision in each of these contestants.
    And I am glad that this platform is there for them to take a huge leap in fulfilling their dreams and desires.”

    On this occasion, Studio Next head Indranil Chakraborty said, “This year Studio Next is completely in charge of this iconic show across the languages, making Tamil the 6th launch for the year 2019. While the game has been evolving through the years, this is the first time we are going to have an all women contestant show in Kodeeswari. This season will give all the women a great opportunity to take the front seat and drive their
    dreams forward with their knowledge.”

    COLORS Tamil viewers can now download the VOOT app and Watch, Play Along and Win every day! This time around VOOT – India’s 2nd biggest premium AVOD platform, gives the digital audiences a chance to not only win Gold Coins everyday with “Watch and Play Kodeeswari on VOOT” but also gives them a shot at reaching the Kodeeswari Hotseat – a real time opportunity for highly engaged fans to reach the Hot Seat via VOOT’s interactivity gameplay. Upping the entertainment experience further for the digital natives, VOOT will also bring to life exclusive videos showcasing the contestants stories.

    Leaving no stone unturned for the promotion of the show, COLORS Tamil has designed a 360-degree marketing and promotional campaign with touchpoints across On-ground, Outdoor, Radio, Print, Cross channel and Digital.

  • COLORS Tamil to bring women edition of ‘Who Wants To Be a Millionaire’

    COLORS Tamil to bring women edition of ‘Who Wants To Be a Millionaire’

    MUMBAI: COLORS Tamil, the youngest Tamil general entertainment channel of India has announced the upcoming Tamil version of world famous game show Who Wants To Be A Millionaire as an all women edition. Titled Kodeeswari the show will be hosted by the iconic superstar of Tamil Cinema, Radikaa Sarathkumar. In a first ever, the show will see only women on the Hot Seat.

    “Women have always put the dreams of their loved ones ahead of their own. Kodeeswari is a tribute to the unconditional love and selfless sacrifice made by millions of women every day and everywhere. It is a show that believes in giving back, in resurrecting modest ambitions, in giving dreams an opportunity to come true. Because hearts that beat for others should never skip a beat for themselves.” Said Viacom18  regional entertainment Ravish Kumar, Head adding, “COLORS Tamil proudly announces Kodeeswari – an all-women edition of the popular quiz show hosted by the highly accomplished and iconic Radhika Sarathkumar. In a first ever, the show will see only women on the hot seat. With the support and encouragement of their loved ones, women shall play for an opportunity to make their own dreams come true.”

    Commenting on the launch of ‘Kodeeswari’, COLORS Tamil  business head Anup Chandrasekharan said: “At COLORS Tamil, we have always identified the pulse of the audience and presented to them offerings that are unique and coming of age. Shows like Enga Veetu Mapillai, Dance Vs. Dance, Singing Stars in the non-fiction space have generated tremendous buzz for the channel and we hope to maintain the same with our latest endeavour, ‘Kodeeswari’. As we begin our audition process, we urge all inspired and educated women of Tamil Nadu to participate in this once in a lifetime opportunity to take the Hot Seat with none other than Radikaa Sarathkumar. We thank Radikaa for joining hands with us in this incredible journey.”

    “Women are an important part of human society, acting act as the binding force. Amidst the cacophony to empower women, that has become a cliché across geographies and communities, I think, the need to simply acknowledge her for who she is and what she stands for, has been lost. ‘Kodeeswari’ shall be a platform where every contestant on the Hot Seat shall be celebrated for who she is and her journey amidst all her personal challenges”, said Radikaa Sarathkumar, who will host Kodeeswari.

    To be a part of this prestigious and women-exclusive game show, one needs to stay tuned to COLORS Tamil every day at 8PM starting October 28th (Monday) to November 3rd (Sunday). Each question will be active for 24-hours. Just one right answer from these seven questions can help one get a chance to participate in the show.