DD Sahyadri, as the channel is named, is accessible nationwide. It has daily discussions on topics of social relevance like alcoholism, dowry, law, health and women's issues. Viewers are asked to phone in their queries, which are answered by the expert, politician or celebrity on the show. The calls are not screened, but viewers are requested to ask relevant questions.

The leisurely sessions of Hello DD, Hello Doctor, Hello Sakhi and Saad Pratisaad last an hour each and two telephone numbers are provided. That makes it easier for viewers to connect. They also pick up points from the live show, which they would like to discuss further. While the programmes are conducted in Marathi, non-Maharashtrians have been seen to interact in Hindi or English.

The phone-in series is the brainchild of the director of Mumbai Doordarshan, Mr Mukesh Sharma, who took office in May this year. He agrees that the shows were started in order to boost falling TRPs, which have risen handsomely since. "On an average, a Mumbaiite would watch our channel for only about three minutes per day. After our interactive public service programmes started, this figure has now risen to 36 minutes per day. The trick lies in positioning these programmes at a time slot when other channels are merely providing entertainment," says Mr Sharma.

Veteran DD producer Ms Neena Raut is in charge of the one-hour show, Hello Sakhi, which is telecast at 1 pm on weekdays. She says, "We offer counselling on different subjects every day, such as social issues, family and children, fashion, medicine, law and consumer guidance. In fact, when we invited the police commissioner of Mumbai on the show, he was virtually working his office from here!" There is no script for the show. And, hence, the excitement continues.

"A strong indicator of the success of Hello Sakhi is that although we are targeting housewives, lots of men participate, too. For instance, during an episode on eve-teasing, some men called to say that Adam-teasing was rampant, too," says Ms Raut.

But are conservative, middle-class Maharashtrians willing to come out with their problems on television? "They are," she replies. "Some of them do want to remain anonymous, and we allow them that. After all, we are interested in their problem, not in their identity."

Hello Doctor, handled by another Mumbai Doordarshan veteran, Dr Kiran Chitre, is another favourite. Renowned medical practitioners like cardiologist Dr Nitu Mandke are invited to take questions from viewers. They discuss the disease, listen to individual cases, even offer a tentative diagnosis and recommend the line of treatment to be followed.

Entertainment is an important aspect of programming, so film and TV personalities like Mr Laxmikant Berde, Mr Machhindra Kambli, Mr Prashant Damle, Ms Dolly Thakore, Ms Sharon Prabhakar, Ms Ila Arun, Ms Vimla Patil and Ms Sitara Devi have been asked over on Hello DD, produced by Mr Rawat and Mr M M Shamim. "These shows also give celebrities a chance to interact with their audiences," says Ms Raut, which explains their willing participation.

But mainly, the staff says, it is trying to fulfill Doordarshan's primary aim of public service through education in the Hello series.