MUMBAI: In a little over two months since the new serial Main Kuch Bhi Kar Sakti Hoon (I, a woman, can achieve anything) has been on air on Doordarshan National, the tremendous response it has received from the viewers has been overwhelming. In view of this response, Doordarshan has started telecasting the serial on DD India, reaching out to over 50 countries across the globe.
Telecast on DD India every Tuesday and Wednesday at 10.30 am (IST), and on DD National every Saturday and Sunday at 7 pm, the success of Main Kuch Bhi Kar Sakti Hoon proves that woman power resonates strongly with India!
Main Kuch Bhi Kar Sakti Hoon, Population Foundation of India’s (PFI) production, focuses on sex selection, prevention of early marriage, domestic violence, women’s reproductive health and male sensitization. Aimed at bringing about a change in the attitudes and behaviours of the target audience, and especially increasing women’s freedom and self-empowerment, the serial has been endorsed by Sharmila Tagore and Soha Ali Khan.
To further expand the reach of the serial, PFI has also launched the radio series of the show on All India Radio from May 24, 2014 at 10.05 am on FM Gold, 6 pm on FM Rainbow, 3 pm on Vividh Bharati and at 12.05 pm on all local stations.
To fully leverage the potential of the series, PFI in partnership with Gramvaani, has launched an Integrated Voice Response System (IVRS), a call-back number where viewers can share their stories and participate in discussions. Since the series has been on air, 2,00,000 calls have been received and people have discussed their experiences, thoughts and suggestions. These recordings are available on the serial’s website - http://www.mkbksh.com/connect-with-us.html
Poonam Muttreja, Executive Director, PFI, said, “We are delighted to see the response which we have received through various mediums. With an aim to maximize reach, in addition to television and radio, the serial is being disseminated through multiple media, including the internet and mobile phones. People are appreciating the story of a strong female protagonist in Dr Sneha and discussing the messages we are giving. Immense research has gone into developing the story of Main Kuch Bhi Kar Sakti Hoon and I am very glad that we have been successful in connecting with the audience.”
“I thank Doordarshan for backing our initiative strongly and helping us reach a global audience.” added Ms. Muttreja.
Feroz Abbas Khan, eminent theatre and film director and the creative force behind the serial said, “I have directed this serial with great passion as the cause is close to my heart and it is fantastic to see the serial being viewed by people across the globe. My team has gone all out to ensure that the serial resonates with the people. It motivates all of us immensely when we hear a girl from Kashmir say that she is encouraged by the character of Dr Sneha Mathur, wants to be a police officer, and says ‘main bhi sab kuch kar sakti hoon’!”
The response to the serial is also reflected in the successful TRP it has been receiving. Main Kuch Bhi Kar Sakti Hoon reached the TRP of 2.0 within four weeks of its launch, which made it the forerunner among all new shows on Doordarshan. It also put DD in the third place among all entertainment channels in the given time slot.
Doordarshan has a rich history of supporting serials that have promoted a cause, such as Hum Log, Jasoos Vijay and more recently Kyunki Jeena Isi ka Naam Hai. These serials addressed social issues, including caste harmony, empowerment of women, HIV/AIDS in an entertaining format and their evaluations have shown a positive impact on individual behaviors. In fact, there is global evidence that entertainment education is one of the most successful ways of bringing about a positive change in the attitudes of people around difficult social norms. The highly popular Soul City in South Africa, which has guided Main Kuch Bhi Kar Sakti Hoon, is a case in point.
Television is also the fastest growing medium and statistics reveal that over the last 15 years the reach of television in India has increased by 13%. This, coupled with the penetration of Doordarshan makes Main Kuch Bhi Kar Sakti Hoon potentially the greatest game changing media show in India at present.