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MTV’s first fiction soap ‘Kitni Mast Hai Zindagi’ goes on air today

MTV’s first fiction soap ‘Kitni Mast Hai Zindagi’ goes on air today

Author | exchange4media Mumbai Bureau | Monday, Oct 25,2004 8:11 AM

MTV’s first fiction soap ‘Kitni Mast Hai Zindagi’ goes on air today

As is known, ‘Kitni Mast…’ is a fiction serial that will showcase the talents of the ‘super seven’ (three boys and four girls) who were discovered in a countrywide talent hunt conducted by MTV and Balaji. The 30-minute-per-episode serial, however, is not open-ended like most other ‘K’ serials and would wind up in 39 episodes.

Reflecting on the way the show has been conceptualised and has shaped up, Ekta Kapoor, CEO, Balaji Telefilms, says, "It is definitely a wonderful accomplishment that two ideologies of two companies are coming together to reach out to young Indians and to offer them quality entertainment. The serial ‘Kitni Mast Hai Zindagi’ is a combination of drama, which is completely MTV-style and fiction and melodrama, typical of Balaji. There are many soaps on television that revolve around a similar storyline, but it’s the ‘take’ and presentation of ‘Kitni Mast Hai Zindagi’ that will set it apart from the rest. It’s an experiment and I hope the audience accepts and likes it.”

Cyrus Oshidar, Sr Vice President, Creative & Content, MTV Networks India, adds, “Kitni Mast Hai Zindagi, is sure to get young viewers to sit up and say, ‘Hey! I can relate to that’. So watch out Kitni Mast.“

To reflect a bit on the way the soap came into being, MTV and Balaji Telefilms began their venture with a ‘screen test’, a nation wide talent hunt for the super seven. The hunt started on July 1, 2004 and went to 107 cities across India including Chandigarh, New Delhi, Bangalore, Pune and Mumbai.

The MTV and Balaji teams auditioned aspiring stars between the age group of 18 to 28 years who had dreams of making it big on television. The ‘Screen Test,’ right up to the selection of the cast, was telecast, as a ‘reality’ show on the channel. Cadbury’s Perk, LG GSM, Hyundai Santro Xing and Fa Deodorants have turned up for sponsoring the show.

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