Popular Indian soaps to hog the limelight

The launch of its new programming schedule comes close on the heels of an agreement with Star Plus, offering viewers a bouquet of popular serials and movies, with immediate plans to introduce several locally produced lifestyle and family entertainment programmes.

Addressing a Press conference in Dubai, the channel management and a team of visiting Indian television stars affirmed their commitment to the region, stating that all efforts would be made by the free-to-air television channel in the region offering a diverse viewing bouquet to multicultural audiences across the Middle East.

Apart from Kahani Ghar Ghar Ki that will be aired at 7pm from Saturday to Wednesday and Kyunki Saas Bi Kabhi Bahu Thi that will be aired from Saturday to Wednesday at 8pm, the programming schedule will also include blockbuster Indian serials like Tu Tu Main Main and Des Main Nikla Hoga Chand, Khichdi, a bilingual English-Hindi travel show and Friday feature film.

The locally developed content will include two music-based programmes, an expatriate adventure series, an interactive quiz, a gossip bulletin, a cookery show, localised news round-up and other lifestyle programmes. Abdullah Murad, Chairman of the Ajman United Studios, while speaking on the occasion, said: "Programming is the key to our success and this is just the latest example of our commitment to regional television built on the recognition that free to air is the largest consumer market segment in the region. Multicultural viewership has an important role to play in driving channel tune in and loyalty and 7 to 9 with its Arabic sub-titling and wide variety of programmes is expected to appeal alike to Asians and Arabs residing across the Middle East," he added.

Presenting an overview of the channel's development strategy and a detailed explanation of its immediate programming and outreach, Ajay Sethi, Chairman of 7 to 9, said: "Viewers always seek options of variety and diversity on their television screens. Our two-hour programming has been developed to open up exciting creative opportunities for viewers while making business sense to the advertisers."

"Presently on air between 7pm and 9pm everyday and offering a blend of music and popular serials and the Bollywood Buzz, 7 to 9 aims to position itself as the main source of free entertainment in the UAE across the AGCC and in various Middle East, African and Asian countries where the Nilesat satellite can be received," Mr Sethi added.

Making a special appearance at the Press conference were leading Indian television stars Sakshi Tanwar, Kiran Karmakar, Shweta Kawtra, Jaya Bhattacharya and Apra Zariwala who are currently visiting the UAE to promote 7 to 9's new programming strategy. Sakshi, who plays Parvathi in Kyunki Saas Bhi Kabhi Bahu Thi said: "The Middle East audience has always been very important to us and Channel 7 to 9 has offered us a new opportunity to interact with our fans and viewers."

The television stars also visited Century Mall in Dubai later in the evening.