Zee Launches a new show, strengthens early prime-time slot...!

A channel that always presented audiences with stories that have questioned prevalent mindsets, offered a fresh perspective, sparked off conversations and sensitized viewers to burning social issues from time to time, is all set with another show, ‘Service Wali Bahu’. Not only is the channel geared up for the new launch but  is also experimenting with a new time slot it is also adding half an hour more to its prime time ,' Service Wali Bahu’, starting 23rd Feb, will air every Monday to Saturday at 6:30 PM, where earlier, the channel used to air Pavitra Rishta and then  later repeats.

Also after, ‘Hello Pratibha’ and Sapne Suhane Ladakpan Ke and a few others , this will be the fifth show out of Zee TV’s bouquet which will be aired six days a week.

True to its core proposition of Ummeed se bhari zindagi the channel has been successful in driving positive societal change through shows that have addressed these issues head on. Be it Punarvivaah, Agale Janam Mohe Bitiya Hi Kijo, Doli Armaanon Ki, Saat Phere or Afsar Bitiya, each of these shows have sent out to a potent message and moved the needle on subjects ranging from remarriage and girl child-trafficking to  surviving a bad, abusive marriage, complexes that surround a girl’s dark complexion, girl child education and women empowerment.

Produced by Village Boy Productions, ‘Service Wali Bahu’ explores Payal’s inspiring journey , from being a self-driven, super-achieving daughter who has always made her parents proud to falling into a trap of a new-age dowry system where her in-laws look to her as a steady source of family income.

To know more about the show, Adgully caught up with Namit Sharma, Programming Head, Zee TV. When asked whether the show is appropriate for the early prime time that the channel is looking at strengthening, he said, “Yes, this title is quite perfect. We had Pavitra Rishta at this slot earlier but after the show concluded its journey we wanted a show case a show with strong message that can catch the viewer’s attention very easily at that slot. When the production house narrated this unique idea we did not even think twice before accepting.”

The show has already bagged its title sponsor that is Waghbakri, which came on-board just after four days of putting the promo on air, and Sharma also told us that they have received quite an encouraging response from the advertisers for this show and time slot.

The title in itself is quite catchy and does not need any further explanation about the idea of the show. As told by Sharma, ‘Service Wali Bahu’ touches upon a subject which is not explored so far on Indian television.

The objective of the show is to create awareness about an emerging trend in society. The USP, (Unique Selling Point) of the show lies in the strong message that the show is trying to spread among its viewers. “The show sends out a clear message thus making a statement about the way women would and should live their lives, and that too not in a metro city but is small town of Jamshedpur. They way they try to succeed in all the problematic situations, is what the show will portray,” Sharma added.  

Having launched two shows back to back, the channel is geared up for the year 2015 and as per Sharma the team has put down a very aggressive line up for the year. Adding further, Sharma said, “The plan is quite healthy. While the shows that are already on air and are delivering positively for the channel will be strengthened to reach newer heights, and the stories that are on the verges of concluding will be winded up in a proper way...! There are new shows too slotted for the year.”      

The show, ‘Service Wali Bahu’ has an ensemble of talented actors. Having wowed audiences with her spirited portrayal of Rani Lakshmi Bai in Zee TV’s immensely successful historical ‘Jhansi Ki Rani’ and her commendable performance as Aarti, a divorcee in search of happiness through her second marriage in Punarvivaah, actor Kratika Sengar is back on Zee TV with her third stint as the ‘Service Wali Bahu’. Known for her knack of essaying various versions of the strong, feisty woman with a mind of her own, the talented actor will yet again be seen playing an author-backed title role in the upcoming Zee TV show.

Making a comeback on Zee TV after playing the main lead in the immensely successful Agale Janam Mohe Bitiya Hi Kijo is actor Abhishek Rawat who will play the interestingly layered character of Dev, the male protagonist opposite Kratika in ‘Service Wali Bahu’. Other prominent names include the leading Bhojpuri actor Akshara Singh, who will be seen as Payals’ sister-in-law, Gulkand and playing the role of her manipulative, shrewd husband Ayodhya is Vineet Kumar. Atul Shrivastava and Pratichee Mishra will be playing Dev’s parents Jogeshwar and Santoshi Prasad. Ramakanth Daayama and Meena Mir will play Payals’ parents Bhubneshwar & Indu Rai.

With such brilliant characters and a well researched concept, the show is surely going to win the hearts of its target audiences. | By Aanchal Kohli | Twitter: @aanchalkohli
 

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