Sridhar Reddy is the executive director of Star Mahila programme that is telecast from Monday to Saturday at 1 p.m. on Etv. Fondly called Sama Siddu, he has been the director of this popular programme since its inception. The programme has now gone up to more than 3,000 episodes, the highest for any show world wide. Sridhar Reddy speaks about how the programme was conceived and his trials and tribulations. Also he reveals special things about the anchors of the show, especially Suma Kanakala, who is like family.