Zee TV launches Phir Subah Hogi

Mumbai: Zee TV, the Hindi flagship general entertainment channel (GEC) from Zee Entertainment Enterprise stable, has launched a new fiction property Phir Subah Hogi in the Monday to Friday, 9.30 pm band.

Phir Subah Hogi replaces Ram Milaayi Jodi. It traces the journey of a young woman from the Bedia tribe and her journey of discovering the reality hidden under song and dance and wanting to break free to lead a dignified life away from this barbarism. The tribe is known for their ?Raai dance?. But over the years, this dance form that was originally meant as a reverence to God turned out to be detrimental to a woman?s dignity with the ritual of ?Sar Dhakaai?.

Zee TV fiction head Sukesh Motwani said, "Phir Subah Hogi is a story that blows away the clich? that life has to stop because of dark customs and traditions. The saga like treatment that has been given to the show will make for a pleasant TV viewing as well as highlight the plight of the women surviving in this community. It?s our endeavor to spread awareness about an evil tradition and help build a better society for those women who are victimised under the guise of age old customs and traditions like the ?Raai Dance?."

To spread awareness the channel has decided to promote the show heavily online. In order to engage more viewers especially the youth, the channel plans to start a bloggers outreach program where they will reach out and speak directly to people who can influence the viewers. The influencers could be celebrities, journalists, activists from NGOs.

The next initiative is to create social movement via open letters and blogs. Additionally, the channel also intends to create a viral movement which will aim at creating a call for action for the viewers or users. The channel will gratify every user who lends support to this cause and help spread awareness about this issue, Zee TV said.