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Zing to launch an 'open-ended' romantic drama

By afaqs! news bureau , afaqs!, Mumbai | In Media Publishing | May 23, 2014
Pyaar Tune Kya Kiya will depict real, young, burning love stories in 13 episodes.

Zing, the youth entertainment channel from the Zee Network stable, will launch its first fiction series titled 'Pyaar Tune Kya Kiya'.

Pyaar Tune Kya Kiya promo

Pyaar Tune Kya Kiya promo

Pyaar Tune Kya Kiya promo

Anurag Bedi

The show will be aired in 13 episodes and depict real, young, burning love stories, with raw emotions.

To be launched on May 23, Pyaar Tune Kya Kiya will be aired every Friday at 7 pm.

Set in the heart of India, the show seeks inspiration from everyday love stories. Pyaar Tune Kya Kiya delves into the lives of star-crossed lovers played by TV celebrities. The weekly series demonstrates real love stories, where passion meets crime with a twist. The stories could leave the audience empathising with the perpetrator of the crime, whose act is spurred by circumstances.

The show will be hosted by Meiyang Chang and Surbhi Jyoti.

Zing has recently revamped to include fiction shows in its line up. Like Channel V that earlier aired music targeting youth, Zing too has taken the route of airing fiction shows as well.

According to Anurag Bedi, EVP and business head, Zing, "Zing has recently undergone a complete change in its look and strategy, repositioning itself in the youth audience. Most of the fan base is from the younger generation, who are bold and follow their own rules. In order to cater to the mindset of these viewers we have developed specific content to epitomise this free spirit and lifestyle."

"Pyaar Tune Kya Kiya is unlike any show on air as its format is completely new to this genre of fiction. It's open ended in the sense that we present situations that various couples face and things they do to protect their love and then leave it up to the viewer to decide for himself. This kind of show is very new and we are sure it will gain popularity with the youth," Bedi adds.

Vishnu Shankar, programming head at Zing states that Pyaar Tune Kya Kiya is a show that's different and involves passionate, open-ended love stories leaving the viewers empathising with the antagonist. "The show is very bold in nature and has an amazing start cast including Sana Khan, Shaleen Malhotra, Pratyusha Banerji, Ayaz Ahmed and many more. The content is captivating even to me and we are extremely delighted to add this original series to our bucket of shows."

The essence of each story will resonate with each teenage boy or girl across the nation, be it in a small village or a large city. "As youth are passionate about fighting for their love they would have encountered similar situations in their lives or in the lives of friends and family. The content is very real and based on true stories," Bedi adds.

Pyaar Tune Kya Kiya is the first show to be launched since Zing revamped its identity, and will thus see extensive launch activities. The marketing activities for Pyaar Tune Kya Kiya started four weeks before the launch. The channel has an extensive TV plan, and is airing promos across various channels. Apart from show promos, it got the lead couples from popular shows of Zee TV such as Doli Armano Ki, Do dil mil rahe hai ek dori se, and Sapne Suhane Ladakpan Ke to endorse the show.

The channel also has an outdoor, on-ground and radio plan for each of the metros and mini-metros. The campaign will also be supported by social media.

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