'Beintehaa' to debut on Colors at yearend

Starting December 30, 'Beintehaa' and 'Rangrasiya' will replace the weekday primetime slot left vacant by Big Boss Season 7

Sohini Sen | Mumbai | December 27, 2013

Colors is all set to end the year with a bang. As Big Boss Season 7 ends, Colors would launch two new shows – 'Beintehaa' and 'Rangrasiya' – at 9 and 9.30 PM, respectively. Airing on weekdays in the primetime slot, the two shows mark Colors' return to five-day primetime fiction.

At the recent launch for 'Beintehaa', Preetika Rao and Harshad Arora, the lead actors who play Aaliya and Zain, were present. The story revolves around the couple who get married. However, what creates a conflict is that they have similar likes and dislikes but are from two different environments. While Aaliya is a traditional Bhopal girl, Zain is from Mumbai. The love story begins after a marriage which is based on contempt and hate.

'Beintehaa' has been produced by Fortune Productions. The show launches on December 30 in the 9 PM slot. The show boasts of stars such as Suchitra Pillai, Riva Babbar, Rituraj and Naved Aslam.

"The show is about two strangers meeting and disliking each other. Their actions lead them to sort of hate each other. But post marriage they come close. So marriage first and romance later, that's Beintehaa. There are a lot of conflicts in the story," said Prashant Bhatt, Weekday Programming Head, Colors.

Like any other show on Colors, 'Beintehaa' would be heavily promoted on television, print, digital and outdoor. However, taking forward the trend created by '24' and 'Rangrasiya', 'Beintehaa' promos will also be showed on cinema screens. According to Bhatt, Colors has already received positive feedback from the audience on this new marketing strategy.

"We have a story to tell, so we decided to make this show. The love story where the two characters are absolutely different has been done to death. But here the conflict comes from the fact that these two are very similar. Two people who have similar ideas, they clash a lot. We went to Colors with the concept and that's how it happened," said Farhad Salaruddin of Fortune Productions.

With the two new shows occupying the Monday to Friday weekday slot, it keeps the weekends free for 'Comedy Nights with Kapil' and the soon to come on air 'India's Got Talent'.

"It is a deliberate strategy. The audience gets to watch fiction five days a week and we feel by the end of the week everybody is stagnated with fiction. One needs a breather or entertainment of a different form. That is the time when across Hindi GECs, non-fiction and reality shows come on air," explained Bhatt.

Sohini.Sen@BestMediaInfo.com

Info@BestMediaInfo.com