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.

Mumbai: Hindi general entertainment channel Zee TV will launch a new fiction property, Punar Vivah, on 20 February.

Produced by Shashi-Sumeet Mittal, the show captures the journey of a man and a woman, who, having faced a debacle in their first attempts at marriage, are brave enough to give life a second chance.

The show delves into the dynamics of remarriage, showcasing the trials and tribulations that are a part of readjusting to a second life partner.

The show will air Monday-Friday at 10.30 pm slot. It will be replacing Bhagonwali - Baante Apni Taqdeer that goes off-air on 17 February.

Zee TV head- fiction programming Sukesh Motwani said, "In keeping with Zee TV?s recently launched brand positioning of ?Umeed Se Saje Zindagi?, we are proud to present a new show that resonates well with the spirit of enduring hope.

"Punar Vivah is all about being brave, giving life a second chance and making new beginnings in search of love and happiness. The treatment of the show is positive, progressive and mature. It?s not a preachy show that aims to propagate remarriage or drive in a serious, social message. It?s an intelligent, sensitive look at all that two people go through in readjusting to a new partner after already being used to the ways of one. It is as much about how their children cope with the upheaval."

At present, Sony Entertainment Television?s fiction show Bade Achhe Lagte Hain is leading the 10.30 pm slot on weekdays.

Motwani added, "There have been many good shows that have run well on different channels in the same time slot. Pavitra Rishta and Bidaai have run simultaneously at 9 pm slot and both were loved by the audience. So, it depends on the show?s concept. If it?s good and will interest audience, they will come along."

The channel plans to launch Punar Vivah with an aggressive, interactive marketing campaign that will stir up discussions amongst the viewers about the issue of remarriage through a judicious mix of outdoor, print and electronic media.

Gurmeet Chaudhary and Kratika Sengar are the male and female protagonists in the show.