MUMBAI: Zee TV is ready with a new set of programming initiatives. The channel, which launched two primetime soaps over the last three months, has now found the time ripe to launch four more shows.
While Cinevista's Paalkhi will hit the tube on 13 June, Ketan Mehta's Time Bomb and Ravi Rai's Kasshish will be launched on 20 June. The Aruna Irani-written Rabba Ishq Na Hove will be launched in early June.
Zee TV has also conceptualised a new plan to convey the news to its viewers. The channel will unveil promos of the new shows during the screening of the blockbuster movie Mujhse Shaadi Karogi on 5 June at 8 pm.
"The promos (for the new shows) will air during the Sunday movie screening, says Zee TV marketing head Tarun Mehra.
"This is purely based on feedback that we generated after we conducted a research that asked what would the viewers ideally like to see during the movie breaks," offers a Zee TV spokesperson.
Zee Cinema had earlier used the same movie to experiment with breaks. Then the channel had aired a game show during the movie break.
The new shows:
Time Bomb will be a fixed duration serial that will run for 24 weeks as a weekly one hour show (Monday 10 pm - 11 pm). As the name suggests, it is an action thriller, starring Indian tube's hot stars Akashdeep and Rajiv Khandelwal in the lead roles.
With Kasshish, Zee TV continues its flirting with the adult programming genre. The 11 pm soap, which is revolves around extramarital affairs, replaces Kabhi Haan Kabhi Naa. Simone Singh and Ayub Khan play a married couple in the soap.
Rabba Ishq Na Hove has its title track by Sukhvinder Singh. The soap features Sangeeta Ghosh in the title role. The fourth show Paalkhi stars Karisshma Tanna and Abhay Vakil in the lead roles.