Television

Sony slated to launch youth-centric soap 'Yeh Meri Life Hai' in 10 pm slot

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MUMBAI: After Jassi what? That has been the question on everyone's mind regarding Sony Entertainment Television's programming plans for 2004.



According to reliable industry sources, the "next big thing" from the SET stable is going to be a half hour daily soap slotted in the 10 pm slot.



The show titled Yeh Meri Life Hai (YMLH) has a youth-centric plotline with Shama Sikander playing the lead protagonist. Another key character in the serial is Tanaaz Currim who essays a role different from her usual bubbly happy-go-lucky personna, which is what she has been more or less type cast into thus far. Currim plays a character, though not out-and-out villainish, that has plenty of shades of grey, say the sources.



When confronted about it Currim said, "After a long time, I have got to do something other than comedy. Here, you will see me playing a negative role."



The show, produced by Optimystix Entertainment India Limited (promoted by Vipul D Shah and Sanjeev Sharma), is expected to go on air by end-March or beginning-April.



As far as the time slot of the show is concerned, the lead-in will be provided by Jassi Jaissi Koi Nahin which precedes YMLH in the 9:30 pm to 10 pm slot. It will be taking on Star Plus' heavyweight from the Balaji stable Kahaani Ghar Ghar Ki. YMLH will be the first show that Tarun Katial, who joined Sony Entertainment Television as the executive vice president - programming and response in January, pits against his programming "alma mater" Star Plus.



When contacted by indiantelevision.com, Katial refused to be drawn into any discussion on the shows he was working on, except to say he would make the announcements at the appropriate time.



For Optimystix' this will be a big test since it doesn't have any shows on Star Plus after Kismey Kitnaa Hai Dam and Kuch Kar Dikhana Hai (both game shows) wound up. When asked for his comments about the new show, however, Shah would neither confirm or deny the developments. According to information available with indiantelevision.com, aside from YMLH, Optimystix is pitching for another show on Sony, two on Star Plus and two on Sahara.

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