Music and Youth
BBC Worldwide’s Kaisi Yeh Yaariyaan breaks through for MTV!
MUMBAI: BBC Worldwide’s “Kaisi Yeh Yaariyaan”(KY2), airing on MTV has caused a stir this week by winning in its slot and ranking highest within the youth genre with a TVT of 180, on some days overtaking other current leading youth fiction TV shows.
In spite of being on air for less than three months, KY2 has rapidly climbed the ratings chart and is also wowing online viewers. The episodes uploaded on Youtube have more than 80k views, with some of them crossing 1 lakh views and counting. The comments & likes posted by fans has resulted in a lot of chatter on the show’s social media and networking sites-Youtube, Facebook, Twitter, Instagram, Blogs etc.
The characters portrayed by the star cast on KY2 resonate soundly with Indian youth today – they are contemporary and instantly relatable. Parth Samthaan & Niti Taylor in particular, who are portraying the characters of Manik & Nandini, are being addressed as ‘Manan'( Manik-Nandini) on social media forums. They are amongst the youngest actors to have reached the top 50 television celebrities on the India Forum website.
Myleeta Aga, SVP & General Manager India and Content Head Asia said, “Following the success of “Yeh Hai Aashiqui” on Bindass, we are delighted with the response KY2 has received. Over the years we have produced impactful and entertaining youth-centric shows, while maintaining a balance between local influence and the high quality international production qualities that BBC Worldwide brings to the table.
