Hindi GE battle for 7 pm slot intensifies

The 7PM slot is being eyed by Hindi GECs as a lead up to prime time shows, thus stretching TV viewing hours beyond the traditional prime time slot

e4m by Synjini Nandi
Updated: Dec 20, 2012 6:54 PM
Hindi GE battle for 7 pm slot intensifies

Hindi general entertainment channels are stretching the television viewing hours beyond the traditional prime time slot. The 7PM slot is being eyed by various channels as a lead up to the prime time shows. The latest to join this bandwagon is Zee TV, which is strengthening its 7 PM time slot with a new daily fiction show, ‘Housewife Hai...Sab Jaanti Hai’.

The show would be competing with the recently launched ‘Jai Jag Janani Maa Durga’ on Colors, which has replaced the earlier show ‘Kairi’, and ‘Saath Nibhaana Saathiya’ on Star Plus. Sony Entertainment Television currently doesn’t have any show on the 7 PM time slot. With the launch of the new shows on both Zee TV and Colors, the 7PM time slot is bound to observe some action with both shows pertaining to different genres of programming content – while the show ‘Durga’ on Colors will be based on mythology, the new show on Zee TV will be a family based drama.

‘Housewife Hai...Sab Jaanti Hai’ goes on air from December 31, 2012, and will be replacing ‘Afsar Bitiya’, which will go off air soon. The launch comes on the back of Zee TV’s recent launch, ‘Qubool Hai’, in October 2012.

Zee TV is creating buzz around the new show through promos, which are being aired on the channel as well as digital and social media platforms such as Facebook and Twitter.

The story revolves around a ‘dabang’ cop and a journalist and how the two get married and the wife is asked to quit her job. The project is set against the backdrop of Uttar Pradesh.

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