Radaan Picture is in charge of producing and marketing the game show currently. According to Mr Radha, while production is independently handled by Radaan, marketing is handed out to a marketing partner. Initially, New Age Entertainment was appointed as the marketing partner for Koteeswaran.

"We were looking for a better marketing partner for the game show," said Mr Radha. According to him, Radaan's marketing contract with Sun TV is for a one year period after which it comes up for renewal. On the plans for Koteeswaran, Mr Radha said the objective would be to make it more creative and therefore attract greater viewer interest.

Koteeswaran is currently aired on Saturday and Sunday in the 9 pm to 10 pm slot. Mr Radha confirmed that this schedule would continue. Industry sources have pointed out that Sun TV expected higher ratings from Koteeswaran. "The ratings for the game show were less than expected because it was clearly oversold," they explained. While admitting that the ratings have been below expectations, Mr Radha explained that they have been picking up in the last few weeks.

When contacted, Suresh Iyer, managing director, New Age Entertainment clarified that his contract with Sun TV was scheduled to expire on 31 March.

New Age currently handles the marketing for Sun TV's Malayalam gameshow aired on Surya TV.

"We will continue to be the marketing partner for the show on Surya besides working on a host of new projects," said Mr Iyer. He added that New Age was working on a series of marketing promotions for the show.

Other plans for Sun TV include a game show in Telugu on Gemini TV. According to Mr Radha, who will produce and market this, Telugu film star Nagarjuna will be the host. "We are in the process of confirming dates with Nagarjuna," he added.