Television reach: Telecast on Doordarshan National, Doordarshan India and Doordarshan Bihar, Season One (consisting of 52 episodes), reached out to an estimated 58 million viewers across the country (as per TAM and IRS data). The popularity of the teleserial has encouraged various regional DD channels to air this serial, and we are currently in discussion with various regional DD channel heads to finalise the telecasting of the entire serial. Season Two (consisting of 78 episodes) was launched on DD National in April 2015 and is telecast every Saturday and Sunday at 7.30 pm.
Radio adaptation: The radio episodes of Season One were aired on various channels of 155 All India Radio stations, various community radio stations and a few state level private mobile radio platforms in Jharkhand, Bihar, Madhya Pradesh and Uttar Pradesh. The findings of the end line research shows that 83% of households in Madhya Pradesh, and 42% of households in Bihar with radio were listening to the programme on AIR. The community radio stations covered an estimated population of 2.3 million people across the states of Bihar, MP and UP.
Phone – based intervention: The Interactive Voice Response System (IVRS) saw a phenomenal response. The national IVRS, which was promoted via television and radio, received calls from people across the country, who answered weekly quiz questions related to the serial, shared their experiences and thoughts related to the issues brought up, and listened to interesting bytes from celebrities, and title songs. The IVRS received more than 600,000 calls from 150,000 callers over the six months of Season One, a majority of which were women and youth, the primary target audience. This was evidence that we were reaching out to the right demographic segment. The mobile vaanis (mobile radio services run by a partner in Jharkhand, Bihar, Madhya Pradesh and Odisha) cumulatively received over 5000 calls. The mobile vaanis along with a few community radio stations, broadcast the radio episodes for their audiences, and also ran discussions around the issues.