ZEE TV is looking at extending its primetime offerings by starting it at an earlier time of 18:00.

Currently, the channel’s original offerings start from 19:00 with a bulletin from ZEE News preceding that. However, ZEE TV India will now launch a new show from Shreya Creations, which will air between 18:00 and 19:00.

The show ‘Apno Ke Liye_Geeta Ka Dharma Yudha’ is being touted to take the 18:00 – 18:30 slot on ZEE TV India, a strategy, which ZEE TV UK may also follow due to the primetime schedule already booked up with existing shows.

‘Geeta’ is expected to launch on ZEE TV UK later this month, as well as ‘Bhagonwali…Baante Apni Taqdeer’, which will replace ‘Agle Janam Ka Mohi Bitiya Hi Kijo’.

About the shows Sukesh Motwani, Head Fiction Programming, ZEE TV said, “The concepts of both, Apno Ke Liye…Geeta Ka Dharma Yudha and Bhagonwali…Baante Apni Taqdeer, are very different and unique in nature. They are female centric shows and capture the essence of the young & emerging small town North Indian women. Their aspirations, dreams and issues will be brought to the fore in a manner that will surely captivate the audiences. It is a paradigm shift and we are hoping that they will become appointment viewing like our other primetime shows.”

A ZEE TV UK spokesman was not in the position to divulge details about the new shows as confirmation from India was being awaited at the time.