| 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
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.