Television

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

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.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/29/beyonnce.jpg?itok=STt_XxOj
Beyonce dominates MTV VMAs 2016

MUMBAI: Beyonce has topped the winners list at this year's MTV Video Music Awards that was held in New York, after scoring a string of top honours, including video of the year for her politically charged song, "Formation" and best female video.

Television TV Channels Music and Youth
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/29/Untitled-1_1.jpg?itok=ULSnJDwF
PM urges TV Channels to aid Swachh Bharat programme, Big B in new promo

Prime Minister today urged television channels to participate pro-actively in the Swachh Bharat programme as creativity may lead to new ideas and new slogans which can inspire people.

Television TV Channels Terrestrial
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/27/sports-tv.jpg?itok=Azsi0RgC
Task Force being set up to study preparations for next three Olympiads

NEW DELHI: India sent its largest contingent to the Rio Olympics 2016, with even Sports Minister Vijay Goel being present there.

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/27/dish-auction.jpg?itok=tMqn0-hx
Freedish slot e-auction on 15 Sept, reserve price Rs 4.3 cr

NEW DELHI: The country's only free-to-air direct-to-home platform Freedish has slated its 30th auction for 15 September, which also coincides with the day Doordarshan first started beaming in 1959.

Television TV Channels Terrestrial
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/27/start-up-india1.jpg?itok=Ye1xuedl
DIPP wants to launch startup TVshow & channel

MUMBAI: Well, well, what will happen next under Indian prime minister Narendra Modi. The Indian leader has been at the forefront of declaring that innovation and business enterprise from young Indians is what India needs to drive it to the super power status that it deserves. Hence, the initiative...

Television TV Channels Specialised and Niche
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/27/Ashit%20Kukian.jpg?itok=U_PPQzWB
Times Network targets jet set with Luxury Time across six channels

MUMBAI: Ever got the liberty to choose a platform for the consumption of your favourite content? And no, we are not talking about digital but our own traditional television. Times Network is launching a new show titled Luxury Time. The show is placed on the weekend primetime slots of not one or...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/26/PunitMishra_tcm.jpg?itok=jf1azT7O
Zeel hires Unilever's Punit Misra to head domestic broadcast business

MUMBAI: The Essel group owned Zee Entertainment Enterprises Limited (ZEEL) has filled the missing peg on its leadership roster: the CEO of its domestic broadcast business.

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/29/Son%20Of%20Zorn.jpg?itok=SQ-10ZNp
Star World & Star World HD to air 8 new prime time shows across the week

In today’s fast-paced world, consumers have the innate desire to receive instant services and real-time information. The fear of missing out on the latest trends, including the latest and most talked about TV shows has become very real for consumers. As leaders in English entertainment, Star World...

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/26/Untitled-1_7.jpg?itok=sGC0zzP5
Headhunt on for Siddharth Roy Kapur replacement

Rumours have been floating around about the departure of Disney India managing director Siddharth Roy Kapur for the last fortnight to get into film production.

Television TV Channels People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories