Bangalore, June 03, 2009: Zee Kannada’s new launch Baduku Jatakaabandi, hosted by the very talented Malavika Avinash, is as real as REALITY shows can get. The show has delivered as promised, both in terms of numbers and also to a large extent in fulfilling the social responsibility as a media house. Baduku Jatakaabandi was launched on May 25th, amidst lot of speculation and apprehensions, but with good backing up from programming, promotions, marketing and moral support by all concerned. One week into its launch, already the show has stirred souls and touched the hearts of thousands (and not to mention has silenced the critics).&

 “Best measure of the performance of this show is the enormous response received in the form of monetary contributions to few of the aggrieved who have come on the show and have shared their story of life with the world. Viewers have come forward to help and contribute whatever sum possible. There are people who have even contributed Rs.100/- and people who have sent upto Rs.2000/- “ said, Kusuma Thimmaiah, Executive Programmer, Zee Kannada

 “The show has received amazing response even surpassing our own expectations. The opening TAM ratings stand proof to this. The show has an average TVR of 1.75, with a high of 2.74 TVR (CS F 25+, ABC, Total Karnataka Market). The impact or the performance of this show is not just reflected through ratings, but by the numerous calls, emails, letters, press write-ups that have been pouring in ever since the show is on air” said Varsha Gowda, Senior Manager, Marketing and Promotions, Zee Kannada.

Vaishnavi H S, Non-Fiction programming head, Zee Kannada said,  “Episodes like that of a teenager from a poor family who was cheated in the name of love and sold to prostitution, and as a result has developed several STDs and is now on her death bed, counting her last few days and another episode of an acid victim, who now has an association for women who suffer similar woes, have received humbling response. On the shooting location of one of the episodes itself, the crew and audience put together over Rs.20,000/- and handed it over to the victim right there.”

J Shekar, Business Head, Zee Kannada, said,  “There is a sense of satisfaction when our efforts as a media house receives such encouraging response and help us serve the society in our own way possible” The channel has facilitated contributions to the aggrieved by creating a system where the viewer can send a cheque or DD in favor of 'Zee Foundation', mentioning the name of the beneficiary in a covering letter and to be couriered to Zee Kannada, #39, United Mansions Building, III Floor, M.G.Road, Bangalore - 560 001. For feedback and inputs on stories they can write to bjbzee@zeenetwork.com or call 080-41231575, 080-32449482 or 9900549900

About the programme (Mon – Fri 7.00 pm): Baduku Jatakaabandi aims to bring to light and fearlessly expose hitherto unmentionable and taboo subjects such as homosexuality, widow remarriage, adultery, physical and emotional abuse at the work place, domestic violence, missing people, medical negligence, adolescent issues, etc and it also acts as a redress forum for many of the victims. The show also features stories of celebrities occasionally. The objective of the show is to stir the emotions, awaken consciences, create an impact and set the viewers thinking, so as to get them to speak out.

Media Contact: Varsha Gowda, +91 98804 48336