ZEE TV has announced the launch of three new soaps, which it will use to combat the stiff competition it faces from fresh new rival Colors and the current market leader STAR Plus.

According to IndianTelevision, ‘Choti Bahu’, ‘Maa’ and ‘Rang’ are the three fiction-based shows that will make their appearance on the channel soon.

Produced by DJ Creations, ‘Choti Bahu’ will go on air by November. ‘Maa’ is produced by Shakuntalam Telefilms. Television actor Rohit Roy and Mansi Roy’s production house will produce ‘Rang’.

Earlier, ZEE TV said that it preferred to take on Colors with fiction shows rather than expensive reality TV properties like ‘Bigg Boss’ and ‘Fear Factor’. Sources say the management is more worried with Colors’ growth in ratings from fiction shows like ‘Balika Vadhu’ and ‘Jai Shri Krishna’.