Hindi general entertainment channels are geared to spruce up their programme line-up with new shows in January 2009. These channels include Star Plus, Zee TV and NDTV Imagine. More action is expected in the genre going ahead.
Star Plus is launching a daily prime time fiction show titled ‘Yeh Rishta Kya Kehlata Hai’ starting January 12. The show would be aired Monday-Friday at 9.30 pm and is a story of love finding its way after an arranged marriage and how two people bond and blossom together after entering into the sacred ties of matrimony.
Commenting on the show, Vivek Bahl, Senior Creative Director - Fiction, Star Plus, said, “‘Yeh Rishta Kya Kehlata Hai’ is being launched without a concept. It is a simple story of a family based in Udaipur and every episode will be a chapter. There are no negative characters.”
Zee TV is launching its new show, ‘Maa… Dhoop mein thandi chaav’, also from January 12. It tells the story about the struggles of three siblings who find themselves stripped off the protection of their mother’s arms. ‘Maa… Dhoop mein thandi chaav’ is replacing ‘Vivaah’ and would be aired Monday-Friday at 7 pm.
NDTV Imagine is launching two new shows back to back from Balaji Telefilms – ‘Bandini’, which will be aired from Monday-Thursday at 10 pm, and ‘Kitni Mohabbat Hai’ at 10.30 pm.
Announcing the two new shows, Shailja Kejriwal, EVP - Content, NDTV Imagine, said, “‘Bandini’ and ‘Kitni Mohabbat Hai’ are shows that capture every emotion – from love to hate, from joy to sadness, and from aspirations to blind ambition. The backdrop and settings are distinct from each other and unique in their own right. The cast is fresh and the story is very entertaining. Put this together with the creative and production excellence of Balaji and NDTV Imagine and you have all the ingredients that will make these shows a staple diet with viewers for one hour, night after night.”
Ekta Kapoor, Creative Director, Balaji Telefilms Ltd, said, “I’m very pleased with the line-up of our shows that we have created for NDTV Imagine. I am delighted to begin my innings with NDTV Imagine with ‘Bandini’ and ‘Kitani Mohabbat Hai’. The shows are an entertaining, engaging mix of storylines, settings and characters.”