Staggering 400 Million Viewers, This DD Serial Is India’s Most Watched TV Show

Main Kuch Bhi Kar Sakti Hoon, had set a new record by reaching out to a staggering 400 million viewers, the highest viewership of any show currently on Indian television.

Main Kuch Bhi Kar Sakti Hoon (I, a woman, can achieve anything) – a 52 episode radio serial is being launched by the Population Foundation of India (PFI), supported by the United Nations Population Fund (UNFPA) on 24th May 2014. The serial will be aired on All India Radio (AIR) – the public radio service of India every Saturday and Sunday for a period of 26 weeks.

Photo Source: mkbksh

The storyline addresses issues of early marriage, domestic violence, and gender sensitization among boys and repeated pregnancies, gender insensitivity, under-nutrition of girls, female stereotyping and sex selection.

It aims to enhance knowledge and change perceptions and attitudes on women empowerment as well as influence social determinants of reproductive and sexual health.

Despite being a fictional format TV show, it is based on real statistics, case studies and facts collected during a year-long research in villages conducted by Population Foundation of India (PFI).

Main Kuch Bhi Kar Sakti Hoon has been translated into 13 languages and aired on 216 AIR stations across the country. After an equally impactful and successful second season on television, the makers are now contemplating a third season of the show that has been endorsed by stars like Farhan Akhtar, Sharmila Tagore, and Soha Ali Khan.

Launched on March 8, 2014, Main Kuch Bhi Kar Sakti Hoon garnered such an overwhelming following within two months that Doordarshan decided to telecast the serial on DD India, reaching out to over 50 countries across the globe.

PFI engaged the best minds to conceptualize and develop the radio series. It’s thought leaders primarily included Dr. Arvind Singhal, Professor and Director, Social Justice Initiative, Department of Communication, University of Texas, a global authority in the field of positive deviance and entertainment education; the director of the series Feroz Abbas Khan, a name to reckon with in the film and theatre world; Dr. Ajai Chowdhry, an ITC leader who guided the transmedia approach; and PFI’s Executive Director Poonam Muttreja, whose energy and passion drove the entire process.

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