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MTV and Balaji's new soap being aired
Leading music channel MTV has teamed up with Balaji Telefilms to produce their first fiction soap that will air on MTV beginning Monday.
The 39-episode soap "Kitni Mast Hai Zindagi" will be telecast from Monday to Thursday at 8 p.m. The half-an-hour soap will showcase the histrionics of three boys and four girls who were selected through a countrywide talent hunt by MTV and Balaji.
MTV had telecast the final selection procedure of the boys and girls at a special episode Sunday evening.
"Kitni Mast Hai Zindagi" is the story of a small town girl who comes to a large city to fulfill her dreams.
The girl, who is alone in the city with no family to support her, faces many difficulties.
Ekta Kapoor, CEO, Balaji Telefilms, said: "It is definitely a wonderful accomplishment that two companies are coming together to reach out to young Indians to offer them quality entertainment.
"The serial 'Kitni Mast Hai Zindagi' is a combination of drama, which is completely MTV style with fiction and melodrama, typical of Balaji."
Ekta claimed the "take and presentation" of the serial would "set it apart" from other soaps. "It's an experiment and I hope the audience accepts and likes it."
Cyrus Oshidar, senior vice president, Creative & Content, MTV Networks India, said he was sure the soap would "get young viewers to sit up and say, 'hey! I can relate to that'".
"So watch out... because once you start watching, there's no way you're going to stop."