9X extends its prime time programming with new soaps

Mumbai, Jan 3 (UNI) 9X, the latest general entertainment channel to join the satellite television bandwagon, today announced extension of its prime time programming and introduced a fresh afternoon slot with three new soaps.

The daily drama to extend prime time is Anuradha Prasad's BAG films' ''Dahhej'', starting January 7 at 2030 hrs. The new afternoon band will commence from January 14, which includes a cookery show ''Rasm-e-Rasoi'' and daily soaps -- ''Neelanjanaa'' and ''Veeranwali''.

Addressing a press conference, INX Media Founder and CEO Indrani Mukherjea said, ''The viewer's response to 9X has been extremely positive. We are delighted that 9X has been delivering on its promise of world class content. Our forthcoming shows are an extension of our belief in contemporary presentation of universal themes.

While ''Dahhej'' will extend the prime time to 2030 hrs, our afternoon band comprising ''Veeranwali'', ''Neelanjanaa'' and ''Rasm-e-Rasoi'' will provide even more engrossing and engaging entertainment and infotainment to homemakers across the country.'' A multi-starrer Bollywood event to mark the tenth anniversary of Smita Thackeray's Mukti Foundation ''Ten on 9X'' will be aired on January 6. Ms Mukherjea said these shows mark the beginning of the channel's plans for 2008.

''Dahhej'' is about the story of two sisters, whose destinies are intertwined with each other, ''Veeranwali'' is about the brother-sister relationship and ''Neelanjanaa'' is about a small town girl being rescued by a journalist to escape the evil of flesh trade prevalent in her society.

Ms Mukherjea said that women formed a large chunk of television audience and there is nothing wrong in having women as the protagonists. But, in all these shows, men are also important characters in the story and the audience know what they do for a living, she added.

''Women in general undergo lot more than men like fight for their rights and justice, and since they comprise the main audience of television, women can relate to the stories that unfold in their living rooms,'' she added.

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