Kitni Mast Hai Zindagi (KMHZ) – the first serial on MTV from the Balaji Telefilms stable seems to have made an impressing debut. Launched on October 25, KMHZ ranks third in the latest TAM study among all C&S channels in the 8–8:30 pm slot – only behind STAR Plus and Sony Entertainment Television.
Hype for the show was built much before its launch – in a typical MTV format. The actors of the serial were selected through a nationwide talent hunt. The Screen Test started on July 1 and was held across 107 cities including Chandigarh, New Delhi, Bangalore, Pune and Mumbai. The Screen Test right up to the selection of the cast was telecast on MTV as a reality show.
Aspirants in the age group of 18 to 28 years were auditioned on the basis of their looks, acting capabilities and personality. Ekta Kapoor, Creative Director, Balaji Telefilms and Smriti Irani of ‘Kyunki Saas Bhi Kabhi Bahu Thi’ -fame were present at some of the auditions.
The protagonist of the show is a small town girl, Ananya (Panchi Bora), who comes to Mumbai to fulfil her dreams. The story is about her trials and tribulations and the challenges she faces in her new environment. Ananya is caught in a constant conflict between the values she has learnt in her family and her own desires coupled with peer pressure.
Nivedita Basu, Deputy Creative Director, Balaji Telefilms, says, “The story is a very‘Kal Ho Na Ho’ - type. It is that of a small town girl but the packaging has been attempted in a new way. We are trying to give the show a modern kind of packaging without making it vulgar.”
MTV’s target audience stands between the age group of 15-24 years and the serial seems to have worked well with its core audience. Asked whether the serial was popular only within this age group or there were hopes to capture a wider base, Basu responds, “More than the younger generation, mothers are loving the show. The mother-daughter relationship is very important in the serial.” She admits, “However, the popularity of the show seems to be restricted to the metros but the story has an aspirational thing with a small town girl from Kanpur in a city like Mumbai, we will try to play this to capture the smaller towns and make it a story of the masses.”
Speaking on the good opening numbers the show garnered, Basu said, “MTV as a channel itself has never had appointment viewing, the overall rating itself might have gone up because this is the first time that people are switching on to see the serial at a certain time.”