It is about a village untouched by technology, yet self-sufficient and content in its own space under a strong matriarch who is authoritative, but feminine in her demeanour. The new show will compete with Saath Nibhana Saathiya (Star Plus), Devanshi (Colors) and Yeh Moh Moh Ke Dhaage (Sony) at the 7 pm slot
BestMediaInfo Bureau | Mumbai | April 13, 2017
Zee TV replaces Kaala Teeka with Sethji at the 7 pm slot from April 17. The story is about a unique Ram-rajya village (perfect kingdom) Devsu that runs on its own sets of rules and principles. The show focuses on the modern day India and the traditional Bharat, sporting the tagline #IndiaBhiBharatBhi.
Hindi GECs have always taken the early prime time slots quite seriously. Recently, Sony launched Yeh Moh Moh Ke Dhaage at 7 pm, while Star Plus has one of its oldest shows Saath Nibhana Saathiya on that slot. Colors runs Devanshi at the 7 pm time band, Sony Sab has Taarak Mehta ka Ooltah Chashmah, its flagship show running on that slot. Life OK has May I Come In Madam, while &TV has Kuldeepak.
Kaala Teeka, one of the popular shows on the channel, comes to an end on April 14. The show was quite popular as the characters in the storyline fought against superstitions.
The new show Sethji will focus on the void created in Devsu, as we move swiftly towards a modern and digitalised India. The village is devoid of even basic signs of urban development like concrete roads, cars, electricity, comfort utilities, ATMs or mobile networks and yet is a happy, self-sufficient world.
Sethji as a strong matriarch safeguards Devsu’s interests, watching over its people and every development like a hawk. Produced by Offshore Productions, the show will feature Gurdeep Kohli who’s returning to TV after a long gap, with debutant Avinash Kumar and Rumman Ahmed.
Deepak Rajadhyaksha, Deputy Business Head, Zee TV shared, “With Sethji, we present yet another compelling narrative that highlights the sheer diversity of our country. While a digitalised India forges towards growth and development with the most modern technological advancements, there is a Bharat that is still happily flourishing amidst us –untouched by technology, yet self-sufficient and content in its own space. It is a love story of people from two diametrically opposite backgrounds. It raises questions about an ideal India that could come about if we borrowed the best of both worlds. The show replaces Kaala Teeka at 7 pm, a show that was successful in dispelling superstitions and age-old beliefs rooted in our society.”
Producer, Divye Ratna Dixit, said, "We feel our growth is totally dependent on our ability to speak English. I also feel the transition has been so fast that it has left a huge gap between the generations. Our show Sethji touches upon this chord and brings to the viewers a Utopian world, where two worlds co-exist in the same time period but with completely contrary ideologies. The show is an attempt to make people realise that we should be proud of India and happiness is not dependent merely on having the latest technology or gadgets. It is about striking a balance and taking the best from both the worlds. Also, breaking stereotypes and dispelling myths is our Sethji, who is an authoritative, strong woman but is feminine in her demeanour.”