ZEE TV is launching yet another new soap to spruce up its programming strategy. This time round, its the turn of intense drama Mamta.

Mamta will begin airing on ZEE TV India from Monday and UK viewers will get to watch the Mamta action from later this month or early February.

Speaking on the launch of the serial, Ashvini Yardi, Programming Head, ZEE TV, said, Mamta is a gripping and an intense drama series. ZEE TV has always taken the initiative to experiment with new storylines. Mamta is another effort in this direction. The audiences have supported our endeavours thus far, and we are optimistic of their continued support.۝

In India, ZEE TV has scheduled Mamta in the afternoon slot of 1pm and the investment into the ZEE TV afternoon band has proven to be a good decision in the improvement of the channel۪s performance in the overall day shares. Mamta is the creation of Shobhana Desai, and ZEE officials informed that reasonable action around the marketing of the show would be seen in days to come.