Mumbai – BBC Worldwide India has been commissioned by MTV India to produce two new fiction programmes – MTV Fanaah and MTV Kaisi Yeh Yaariaan for the channel. These shows add to the increasing portfolio of youth-targeted programming that BBC Worldwide has undertaken in India.
Both programmes – MTV Fanaah and MTV Kaisi Yeh Yaariaan will run daily, from Monday to Friday starting July 21. They will go out to approximately 35 million households in India that MTV reaches.
MTV Fanaah – An Impossible Love Story is a story of power and love. It is based on the lives of five teenagers, living in the modern age. It has a supernatural theme and a passionate love triangle at the helm of the story. It is the first fictional paranormal drama on the channel and features vampires and werewolves. The show will air at 6 pm (with three re-runs in a single day)
MTV Kaisi Yeh Yaariaan is a show that focuses on the relationship between young adults who have come together as they embark on a new chapter in their lives – attending college. The show will air at 6.30pm (with three re-runs in a single day).
“More than half of India’s population is now below the age of 25 and more than 65% below the age of 35. To meet the demand for programmes targeted at this growing population, many of our clients have come to us requesting for more localised youth-oriented productions,” said Akhauri Sinha, COO of Content and Production for BBC Worldwide in India. He added “We are very excited to be collaborating with MTV India for the first time on these two new programmes. Both BBC Worldwide and MTV share the same ethos in producing great programmes – to continually innovate to present viewers with exciting new concepts and formats.”
“We cater to an audience that is constantly in the search of the next ‘cool’ thing. Our programming thus needs to keep up with their thirst for the new and the exciting. Thus, it is extremely important for our shows to have the perfect amalgamation of local influence along with high quality international production qualities. With BBC Worldwide’s reputation for producing high quality programmes, we are sure that MTV Fanaah and MTV Kaisi Yeh Yaariyan will find favour with our young viewers,” said Vikas Gupta, Programming Head, MTV India.
Some of the other programmes BBC Worldwide in India currently produces includeYeh Hai Ashiqui, a one hour weekly drama aimed at the 18-24 age group. The series airs on Bindass (part of the Disney group of channels). It also produces Ek Boond Ishq, a weekday drama strip that just passed the 185 episode mark. In addition, it produces Jhalak Dikhla Jaa for Colors. The adaption of BBC format, Dancing with the Stars just launched its seventh season on June 2. The sixth series was watched by over 200 million people.
