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Telugu crorepati on Maa TV seals the south for Big Synergy
MUMBAI: The latest in a long line of regional language adaptations spawned by the runaway hit, Amitabh Bachchan-hosted Kaun Banega Crorepati, is the Telugu version.
Titled Meelo Evaru Koteeswarudu (MEK), the show is tentatively scheduled for a June 9 premiere on Maa TV and will be hosted by popular Telugu actor, Nagarjuna Akkineni. Slated to run for a minimum 40 episodes for now, the 90 minute show will be aired four days a week from Monday to Thursday.
Ten to fifteen people from Big Synergy, the production house for the format in India, and Maa TV, are already working on the show. Entry will be open to Telugu speaking people across India, beginning April 24. Viewers will be able to answer questions both via SMS and IVR. This is the first time that a big-ticket show is being adapted for the state of Andhra Pradesh. “We have been wanting to get into the Telugu market for the past two years, but we needed a broadcaster to take the call. Maa TV has gained number one status and they want to retain that position. Through MEK, they will be setting a benchmark in this market, and we hope it will change the dynamics of the industry,” says Big Synergy COO Indranil Chakraborty.
Currently, teams from both Maa TV and Big Synergy’s Hyderabad arm are being groomed for the show. “It is a compelling program. Our objectives are to raise the channel stature and make viewers feel good about the channel and the show,” says Maa TV group head, C Ratnakar Rao. Apparently, Gemini TV and ETV were also contenders in the race to get MEK on board but it was Maa TV which finally landed the show.
Auditions are expected to go on for almost a month in the cities of Hyderabad, Vishakhapatnam and Vijayawada and the final selection will rest with an independent jury of producers and broadcasters in the state. At least a couple of million registrations are expected for the prize money of Rs 1 crore.
It’s a big challenge for Maa TV, considering production costs of a show like MEK would be many times higher than those of normal shows. “The kind of investment that we make in Hindi is not very apt for regional markets. Regional markets are usually 40 per cent of the production cost in Hindi,” points out Chakraborty.
Sources say the production cost of MEK, which is being shot at Annapura Studios in Hyderabad coupled with the sound system and technical skills of Maa TV, could be anywhere Rs 5 to Rs 7 crore for 40 episodes. However, the production house may look at extending it depending on the dates for the Hindi KBC, which is to follow MEK. “The idea is to keep the property alive through different markets throughout the year,” adds Chakraborty.
Not only will the Telugu version retain the essence of the Hindi version, things like customizing questions for the Telugu audience and playing the short film about the contestant before the game begins will be part of MEK as well.
Maa TV is presently scouting for advertisers for the game show. “We have made good investments in Meelo Evaru Koteeswarudu and we hope to break even. I am sure the advertisers see potential in the show and our channel,” says Rao. Though Maa TV has appealed against the ad cap regulation, it will still comply with the rule. The ad rev market of Andhra Pradesh in 2013 was Rs 1030 crore making it the second biggest in the south after Tamil Nadu. In terms of viewership share of regional channels too, Telugu stood second at 24 per cent after Tamil with 27 per cent.
As for visibility, a full-fledged marketing campaign will hit the state mid-May, around the time shooting begins. Orchard Advertising has been assigned the task of creatives while planning is being done by Maa TV itself.
The Telugu adaptation comes after KBC has already been adapted in the remaining three major markets in south India i.e. Tamil Nadu, Karnataka and Kerala. These apart, there are Marathi, Bhojpuri and Bengali versions of the show as well.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
