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MTV's first soap 'Kitni Mast Hai Zindagi' rides well

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MUMBAI: Music channel MTV's first soap Kitni Mast Hai Zindagi (KMHZ), which debuted on 25 October, has spun out a decent performance, according to initial ratings put out by TAM.

The debut ratings, performing 350 per cent above the day-part average with 0.92 TVR, does manage to capture MTV's core audience in the 15-24 age group in SEC A,B and C.

What's more, in SEC A, B and Cin Mumbai, the main target audience for MTV, KMHZ notched up an average rating of 2.19 per cent in the second week.

The icing on the cake came in the form of ratings of 3.99 per cent (Sec A and B Mumbai, 15-24 years) for the 8th episode when Ananya, the main protagonist, goes on air as an RJ for the first time.

Amplifying the fact that the show is catching the fancy of the youth --- need not necessarily teenagers and those in their early teens--- is the figure that KMHZ pulled in extra eyeballs in the first two weeks with a reach of 1.7 million amongst viewers in the 15-34 age group from SEC A,B and C. It also reached 1.2 million viewers in the traditionally non-core 35+age group in SEC A,B and C.

MTV Networks India MD Alex Kuruvilla told indiantelevision.com, "Young Indians have voted unanimously for KMHZ, catapulting us to the No. 3 slot in six metros (all C&S homes). This is a stupendous achievement." MTV claims to have been the third most-watched channel (behind Star Plus and Sony) among the 15-24-year-olds on weekdays at the 8-8.30 pm slot, for the first three weeks since the launch of KMHZ. The show shared 3.1 per cent viewers in that target audience.

The Tam ratings have highlighted TVRs for the first week signifying an increase of 100 per cent to 0.20 TVR on MTV's 12-week 8-8.30 pm slot average (0.10 per cent). The audience, according to the data, is in the age group of 15-34 on an all-India basis drawn from SEC A,B and C in markets with 1 million+ population.

The channel claims to have performed well in the Hindi speaking markets too where KMHZ averaged 0.34 in the first week and 0.54 in the second week. The core audience was drawn from the age group 15-24 in SEC A,B,C.

According to MTV, amongst the many highpoints, the channel had more than 22,000 participants lining up for auditions. Post the launch of the serial, the KMHZ discussion board on www.mtvindia.com has been buzzing with more than 1000 fresh hits everyday, discussing

and dissecting the soap characters, specifically Ananya and Arnav.

The interactive contests have received more than 5,000 entries in the first two weeks of the serial, and the numbers are growing.

KMHZ showcases the talent of the 'super six' (two boys and four girls) who were discovered after a country-wide talent hunt conducted by MTV and Balaji.

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