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The channel is launching a supernatural
drama on vampires. Titled 'Fanaa-An
Impossible Love Story', the show will air on
Monday through Friday, at 6 pm.
After the success of 'Haunted Weekends',
featuring Sunny Leone, Viacom18's youth
entertainment channel MTV, is aiming to take
the 'thrill' element a notch higher.
The channel has now decided to summon
vampires and werewolves, with the launch of
its first fiction supernatural drama 'Fanaa- An
Impossible Love Story'. The show will be
produced by BBC Worldwide Productions India
and will go on air on July 21.
After a long time, the channel has planned to
launch a show that will occupy a weekday slot.
Fanaa will be aired on Monday through Friday,
at the 6 pm slot (with three re-runs in a single
day).
The shows currently on air include Splitsvilla
(weekend show, hosted by Sunny Leone and
Nikhil Chinappa), MTV Webbed (Fridays) and
Jhand Hogi Sabki (weekends). All are non-
fiction shows.
'Fanaa- An Impossible Love Story' is a story of
power and impossible love. Some of the actors
the show will feature include Karan Kundra,
Rithvik Dhanjani, Chetna Pande, Anita
Hassanandani, Ratan Rajput and Ahsaas
Channa.
Of these, Kundra and Dhanjani will be seen in
the lead roles; Kundra will play the vampire
and Dhanjani will play the werewolf.
This is not an entirely new theme. In the past,
Star One had aired a show called 'Pyaar Ki Yeh
Ek Kahani' that starred Dhanjani (werewolf),
Vivian Dsena (vampire) and Sukriti Khanpal
(their common love interest). Fanaa will also
have a love story angle along with other plots.
The show is also being compared to a popular
American series, 'The Vampire Diaries'.
According to Sumeli Chatterjee, head,
marketing, media and insights, MTV India, the
only similarity between Fanaa and the other
shows is the presence of a vampire, a werewolf
and a human being. She insists the treatment
of the show is a "never-seen-before" on Indian
television.
"Fanaa has a very different style of narration.
It is a story of five teenagers, based in the
modern age. However, the story includes a
time lapse; it goes back and forth in time. The
narration – and characterisation – is something
new in the youth genre on Indian television,
and that makes it a very different concept,"
Chatterjee avers.
In life, people are not 'black' or 'white'; rather,
personalities are always shaded with grey
areas. The team drew inspiration from this
fact. "No character is 'pure good' or 'pure
bad'. And that is something that we have
figured out is a routine formula that you see in
fiction on Indian TV, across genres. MTV Fanaa
breaks that myth," she says, adding, it is this
concept that will make the show more relevant
for the youth. We learn that even the
situations, relationships and emotions in the
show will not be easy to classify as either
'good' or 'bad'.
The whole concept took birth earlier this year,
when the MTV conducted its 'Curious Minds'
study. That's when the team realised that
among the youth, there exists a tremendous
appetite for fantasy and fantasy-based love
stories. Thus, the channel decided to ideate on
this show.
The show is targeted at "tweenagers" (10-12
years) and teenagers. MTV, Chatterjee says,
enjoys similar popularity (reflected by
viewership numbers) among both males and
females. "It's the mystery and supernatural
element of the concept that will draw male
audiences. At the same time, the love part of it
and the theme will attract female viewers," she
says.
As of now, the channel plans to telecast the
show for a period of six months. However, the
show may be extended further, depending on
its performance.
To promote the show, MTV released a teaser
film on YouTube last month, in which a bunch
of youngsters is shown partying. In the film,
Kundra (a vampire in the series) is shown
biting a girl.
The channel plans to promote the show on the
digital medium too. On the day of the launch,
MTV will unveil what it calls a 'parallel digital
world' on the company's official (India)
website.
The media mix also includes a 20-city outdoor
marketing plan as well as promotions across
cinema halls.
For the record, the last fiction show MTV India
aired was 'Reality Stars' (March 2013). This
season-based, satirical fiction show, in the
drama-comedy space, was created by Nikhil
Taneja. It captured the comedy and chaos of
the entertainment industry.
drama on vampires. Titled 'Fanaa-An
Impossible Love Story', the show will air on
Monday through Friday, at 6 pm.
After the success of 'Haunted Weekends',
featuring Sunny Leone, Viacom18's youth
entertainment channel MTV, is aiming to take
the 'thrill' element a notch higher.
The channel has now decided to summon
vampires and werewolves, with the launch of
its first fiction supernatural drama 'Fanaa- An
Impossible Love Story'. The show will be
produced by BBC Worldwide Productions India
and will go on air on July 21.
After a long time, the channel has planned to
launch a show that will occupy a weekday slot.
Fanaa will be aired on Monday through Friday,
at the 6 pm slot (with three re-runs in a single
day).
The shows currently on air include Splitsvilla
(weekend show, hosted by Sunny Leone and
Nikhil Chinappa), MTV Webbed (Fridays) and
Jhand Hogi Sabki (weekends). All are non-
fiction shows.
'Fanaa- An Impossible Love Story' is a story of
power and impossible love. Some of the actors
the show will feature include Karan Kundra,
Rithvik Dhanjani, Chetna Pande, Anita
Hassanandani, Ratan Rajput and Ahsaas
Channa.
Of these, Kundra and Dhanjani will be seen in
the lead roles; Kundra will play the vampire
and Dhanjani will play the werewolf.
This is not an entirely new theme. In the past,
Star One had aired a show called 'Pyaar Ki Yeh
Ek Kahani' that starred Dhanjani (werewolf),
Vivian Dsena (vampire) and Sukriti Khanpal
(their common love interest). Fanaa will also
have a love story angle along with other plots.
The show is also being compared to a popular
American series, 'The Vampire Diaries'.
According to Sumeli Chatterjee, head,
marketing, media and insights, MTV India, the
only similarity between Fanaa and the other
shows is the presence of a vampire, a werewolf
and a human being. She insists the treatment
of the show is a "never-seen-before" on Indian
television.
"Fanaa has a very different style of narration.
It is a story of five teenagers, based in the
modern age. However, the story includes a
time lapse; it goes back and forth in time. The
narration – and characterisation – is something
new in the youth genre on Indian television,
and that makes it a very different concept,"
Chatterjee avers.
In life, people are not 'black' or 'white'; rather,
personalities are always shaded with grey
areas. The team drew inspiration from this
fact. "No character is 'pure good' or 'pure
bad'. And that is something that we have
figured out is a routine formula that you see in
fiction on Indian TV, across genres. MTV Fanaa
breaks that myth," she says, adding, it is this
concept that will make the show more relevant
for the youth. We learn that even the
situations, relationships and emotions in the
show will not be easy to classify as either
'good' or 'bad'.
The whole concept took birth earlier this year,
when the MTV conducted its 'Curious Minds'
study. That's when the team realised that
among the youth, there exists a tremendous
appetite for fantasy and fantasy-based love
stories. Thus, the channel decided to ideate on
this show.
The show is targeted at "tweenagers" (10-12
years) and teenagers. MTV, Chatterjee says,
enjoys similar popularity (reflected by
viewership numbers) among both males and
females. "It's the mystery and supernatural
element of the concept that will draw male
audiences. At the same time, the love part of it
and the theme will attract female viewers," she
says.
As of now, the channel plans to telecast the
show for a period of six months. However, the
show may be extended further, depending on
its performance.
To promote the show, MTV released a teaser
film on YouTube last month, in which a bunch
of youngsters is shown partying. In the film,
Kundra (a vampire in the series) is shown
biting a girl.
The channel plans to promote the show on the
digital medium too. On the day of the launch,
MTV will unveil what it calls a 'parallel digital
world' on the company's official (India)
website.
The media mix also includes a 20-city outdoor
marketing plan as well as promotions across
cinema halls.
For the record, the last fiction show MTV India
aired was 'Reality Stars' (March 2013). This
season-based, satirical fiction show, in the
drama-comedy space, was created by Nikhil
Taneja. It captured the comedy and chaos of
the entertainment industry.
