Zee TV to launch Muslim social drama at 9.30 pm

MUMBAI: Zee TV is launching a Muslim social drama for the first time to take on the 9.30 pm time slot.

Titled ?Qubool Hai?, the daily show will air from 29 October between Mondays to Fridays.

The show is replacing ?Phir Subah Hogi? which will now air at 11 pm slot. With this, the channel is extending its prime time offering till 11.30 pm.

?Qubool Hai? explores the lives of three individuals Zoya, Ayan and Asad who are very different from each other and yet their lives are entwined by the threads of destiny. The show is an attempt to remove certain misconceptions that people have about Muslim culture.

?Qubool Hai? is being produced by Four Lions Production.

Set in a Muslim milieu, ?Qubool Hai? is a family saga that will cut across generations. It is a story of a culture which is so rich and yet misunderstood the most. The show reveals the fine distinction between modernity and traditionalism. The show is going to be very atypical of the archaic and old school thinking.

"The manner in which Zoya embraces the codes of her culture and yet does not get tied down by the extremities that the society imposes will surely make her unique and very relatable to the audiences. To ensure that we use Pavitra Rishta?s leadership position, we have placed Qubool Hai at a 9.30 pm slot and created an alternate slot for Phir Subah Hogi at 11pm," Zee TV fiction head Sukesh Motwani said.

The marketing campaign around Qubool Hai will launch around Eid and will aim at changing the perception of Muslim women in contemporary times through the eyes of Zoya (the lead character).

The show is also being promoted heavily on digital. The channel has developed a focused IVR platform for the viewers to have a personal dialogue with Zoya who shall help them solve their problems in her inimitable style. The focus of the campaign has also been to highlight Zoya?s modern sense of fashion and style.