Sony to launch daily primetime fiction at 10 pm

MUMBAI: Sony Entertainment Television (Set) has joined forces with soap factory Balaji Telefilms once again to launch a new fiction show, Kyaa Hua Tera Vaada.

Kyaa Hua? will premiere on 30 January at Monday-Friday 10 pm band, replacing Saas Bina Sasural, which is being shifted to 9 pm.

Set was airing two fiction shows - Dekha Ek Khwaab and Parwarish - for 45 minutes each. Starting 30 January, the shows will run for 30 minutes, vacating the 9 pm slot.

Multi Screen Media COO NP Singh said, ?With the incredible performance of all our fiction shows, we are ready for the next level of growth with a fresh lineup of interesting shows.?

Set senior EVP and business head Sneha Rajani added, ?Kyaa Hua Tera Vaada marks another milestone in our relationship with Balaji. At Set, our endeavor is to pick up shows that are engaging with the characters, language and the environment to which today?s Indian families can relate. We strongly believe in connecting with our audience at an emotional level. We are confident that Kyaa Hua Tera Vaada at 10 pm with a relatable and endearing concept will connect with the viewers and will further strengthen our hold on the prime time slot and also consolidate our position as the second most popular general entertainment channel in India.?

The show follows the story of a married couple with three growing children. It traces the rise and fall of love and togetherness in a typical Indian married couple, whose time and attention for each other survives the vagaries and demands of life?s problems. Mona Singh returns to fiction shows after a hiatus of almost seven years opposite Pawan Shankar who plays her husband Pradeep Singh.

Balaji Telefilms joint MD Ekta Kapoor said, ?After Bade Acche Laggte Hai ruling the charts, we at Balaji are all geared up for yet another interesting show ? Kyaa Hua Tera Vaada which celebrates marriage after 10 years. Through this show we want to show our viewers how the relationship between a husband and wife changes through time but love remains constant. I am extremely delighted to take the relationship with Sony Entertainment Television to another level with the launch of Kyaa Hua Tera Vaada and hope that we are able to create magic together once again.?