MUMBAI: Zee TV is gearing up to launch its latest fiction property Rab Se Sona Ishq on 16 July at 8 pm slot.

The channel is shifting Hitler Didi that used to air at this slot to 8.30 pm, while pulling the plug on its long running show Yahaan Main Ghar Ghar Kheli.

Yahaan Main? will go off-air on 14 July.

Rab Se?will compete with slot leader Balika Vadhu (Colors), Star Plus? Iss Pyar Ko Kya Nam Du and Sony Entertainment Television?s Byaah Hamari Bahu Ka.

Rab Se Sona Isshq is story of Saahiba (played by Ekta Kaul), who deserted by the man of her dreams on the day of their wedding, follows her heart and chases him across continents. Her journey of hope rests on her conviction that their love is real and will last forever.

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Zee TV to launch ?Rab Se Sona Ishq? on 16 July

MUMBAI: Zee TV has launched a daily fiction show Sapne Suhane Ladakpan Ke, replacing the second season of Chhoti Bahu at 7.30 pm band.

The show will air every week from Monday to Friday.

Sapne Suhane Ladakpan Ke will take over ?Chhoti Bahu? which had a comparatively weaker second innings. Chhoti Bahu was very popular in the first season and lasted from December 2008 till September 2010, opening up the early primetime for the Hindi general entertainment channels.

Following the popularity of the show, Zee TV had returned with a new season of Choti Bahu starting 15 February 2011 with a completely different storyline. However, the second season of the show was not as successful as the first season.

The new show, ?Sapne Suhane Ladakpan Ke?, is being produced by Shakuntalam Telefilms, which also produces Colors? fiction property ?Na Aana Iss Desh Laado?.

?Sapne Suhane Ladakpan Ke? is based on a girl?s adolescence ? an age of both disorientation and discovery. The channel feels that even after women grow older, they never forget the time of their adolescence and they always feel nostalgic about it. Hence, the show caters to every women of the society.

Zee TV fiction head Sukesh Motwani says, ?Sapne Suhane Ladakpan ke? is all about celebrating adolescence. The teenage years are when one faces their first crushes, loves, despair of love, mistakes, joys of friendship, togetherness, heartbreaks, emotional turmoil, rebellious feelings etc. The show is full of hope, aspirations, wish, longing, desire and yearning. The idea is to enrich the lives of the viewers through an endearing content which will remind them of their carefree wonder years.?

According to Motwani, the channel has launched almost six shows in the last seven months and the shows are garnering an average of 2-3 TVR. Some of the new shows that were launched on Zee TV were ?Afsar Bitiya?, ?Phir Subah Hogi?, ?Hitler Didi? and ?Punar Vivaah?.

Sapne Suhane? will compete with Colors? Sasural Simar Ka that is leading the time slot. But Motwani feels positive about the show and says that it is not a ?saas-bahu? drama.

?The channel has started looking fresh with new shows. Sapne Suhane Ladakpan Ke is a fresh content and will appeal to women across age-groups,? he adds.

At the 7.30 pm slot, Sony airs ?Shubh Vivaah? while genre leader Star Plus telecasts newly launched show ?Ek Doosre Se Karte Hain Pyaar Hum?.

MUMBAI: Zee TV, the flagship Hindi general entertainment channel of Zee Entertainment Enterprises Ltd (Zeel), is experimenting with fiction properties even as its top-rated show Pavitra Rishta is losing eyeballs.

The channel is now launching an unconventional fiction show - Hitler Didi - wherein the protagonist is unlike the other fiction show leads.

The show premieres on 7 November and will air every Monday-Friday at 8 pm.

Zee TV head of fiction programming Sukesh Motwani said that it is a bold attempt by the channel to air a show where the female lead is rude, arrogant and strict. "The show is nothing like other fiction shows. It is shot in Delhi, the protagonist is very loud, she shouts and abuses, and also has an attitude of ?my way or highway?. But the way it is shot and presented, I hope the viewers will like her," he said.

The story revolves around Indira Sharma (played by Rati Pandey), who is the Hitler didi. Handling the responsibilities of her family alone, she has lost the interest in living.

"It is all about learning to be able to smile, dream and love all over again. It captures Sharma?s transition from being a steely, cold and dry person to someone warm and vulnerable. The show is positive and light-hearted in its tonality and the audience will be able to connect with the protagonists very well," Motwani added.

The show is written and produced by Ila Bedi of Trilogy Krikos Productions.

The channel has planned an aggressive marketing campaign to promote the show.