Zee strengthens 10.30 pm slot with new romantic drama 'Lajwanti'

NEW DELHI: As September draws to a close, Zee TV will be looking at packing a punch in the prime time programming slot by introducing two new shows at 10 pm and 10.30 pm. The channel has readied a new show called Lajwanti in the 10.30 pm time slot from 28 September. As was reported earlier by, the channel will be re-jigging its prime time programming slot from 21 September with the launch of Ye Vaada Raha in the 10 pm slot.

The romantic drama woven around Partition - Lajwanti will be aired from Monday - Friday. What's more, the channel has set aside approximately eight to ten per cent of the budget to market the series across all platforms.

In conversation with, Zee TV business head Pradeep Hejmadi said that the channel had begun active marketing through social media of all its programmes.

Lajwanti is based on a short story by the eminent writer Rajendra Singh Bedi, which has been turned into an entire series. The series has been produced by Bedi?s granddaughter Ila Bedi on her own screenplay based on the short story and co-produced with her brothers Manik and Rajat, both of whom are cinema and television artistes. While Manik is acting in the series, Rajat will help in the production. The Bedis had earlier produced Hitler Didi for Zee TV.

When asked as to how she had converted a short story into a series, Ila said that she had attempted to "read between the lines" of what her grandfather had intended to convey in his short story and that had given her enough material for the series. She had originally begun working in the screenplay for a film but then settled for the TV series.

Ila later told this website that she would do her best to avoid the gimmicks normally used in popular soaps of unnecessary loud music or freezing or whitening of faces etc. She said she had a photo of her grandfather just over the table where she works, and she is reninded everyday that she has to ensure she has to live up to ensure his dignity.

Interestingly, the series is being launched in the month, which marks the birth centenary of Rajinder Singh Bedi, born on 1 September, 1915.

The seriesalso stars debutante Ankita Sharma and Sid Makkar.

Bedi was an eminent Urdu writer known for writing the screenplay for filmmakers like Bimal Roy and Hrishikesh Mukherjee, and his own stories like Ek Chaddar Maili Si and Dastak were made into films. Bedi?s son Narinder Bedi also directed several Bollywood films.

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