GECs
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.
MUMBAI: Lights, camera… connection because this time, the game isn’t just about winning, it’s about who’s with you. Sony Pictures Networks India is gearing up to launch a new reality game show, Tum Ho Naa, expanding its unscripted slate with a format that promises both emotion and engagement.
The show will premiere soon on Sony Entertainment Television and stream on Sony LIV, with Rajeev Khandelwal stepping in as host. Known for his measured screen presence and selective choices, Khandelwal’s return to television adds a layer of familiarity and credibility to the upcoming format.
While specific details of the gameplay remain under wraps, the positioning suggests a reality format that leans as much on emotional resonance as it does on competition, an increasingly popular blend in Indian television, where audiences are gravitating towards content that offers both stakes and storytelling.
Khandelwal, reflecting on his return, noted that his choices have often been guided by instinct rather than convention, describing Tum Ho Naa as a project that feels “close to the heart”. His association also signals Sony’s continued focus on anchoring new formats with recognisable faces who bring both relatability and depth.
The launch comes at a time when broadcasters are doubling down on original non-fiction formats to drive appointment viewing, even as digital platforms expand parallel reach. By placing the show across both linear television and OTT, Sony appears to be aiming for a dual-audience strategy capturing traditional viewers while engaging digital-first consumers.
As the countdown to premiere begins, Tum Ho Naa positions itself not just as another game show, but as a reminder that sometimes, the biggest prize on screen isn’t the jackpot, it’s the journey shared along the way.
