MUMBAI: In an attempt to strengthen its 9 pm slot, Sony Entertainment Television (Set) is launching a new fiction property ?Hongey Judaa Na Hum? on 10 September.

The show will air every Monday to Thursday at 9 pm.

The channel is betting big on the 9 pm slot as it will air its most promising property ?Kaun Banega Crorepati? (KBC) in this time band from Friday to Sunday. Starting today KBC will air from 8.30 to 10 pm.

?Hongey Judaa Na Hum? is replacing Set?s another fiction property ?Saas Bina Sasural? that has gone off-air this week. It will compete with the slot leader Star Plus? ?Diya Aur Bati Hum?, Zee TV?s ?Pavitra Rishta? and Colors? Chhal.

Produced by Shri Adhikari Brothers, ?Hongey Judaa Na Hum? explores the story of a young married couple who are diametrically opposite individuals, who think and behave differently and hail from different socio-economic backgrounds. They fight all the time and challenge each other almost every day, but despite their differences they have one thing in common: being "crazy about each other".

Set senior EVP and business head Sneha Rajani said, "Fiction programming is the foundation for any GEC and we are committed to work with some of the finest creative minds and talent in the industry to bring alive the fiction genre. Hongey Judaa Na Hum is another attempt in this direction and we are happy to partner with Sri Adhikari Brothers to present this brilliant show to our audiences."

Set chief creative director Vivek Bahl added, "In a world that?s getting faster and more practical every day, Hongey Judaa Na Hum is a show that refreshingly begs you to ignore your mind... and follow your heart...! Today, audiences thrive for a good family entertainer, one that they can sit and watch together. We are confident that Hongey Judaa Na Hum will additionally strengthen and spruce up our weekday fiction programming with its unique storyline."

According to the channel, the show begins with a romantic journey but somewhere in the twists and turns of life, things start falling apart in the lives of the leads (played by Aamna Sharif and Raqesh Vashisht). They are driven apart almost to a point of no return, but destiny has something else in store for them. The story does not end here, but starts from this moment.