MUMBAI: Hindi general entertainment channel Zee TV is launching a new fiction show Afsar Bitiya on 19 December.

The show will throw light on the importance of female education and issues surrounding their education. It will air Monday-Friday at 7 pm.

Zee TV fiction head Sukesh Motwani said, "Afsar Bitiya is a story of a girl who makes a mark in her life and becomes someone to reckon in the society only through sheer hard work and dedication towards studies. I hope audiences will be inspired and inculcate the zest to study and become ?someone? whom others will want to emulate. Zee TV has a longstanding commitment of addressing social concerns." 

Afsar Bitiya is produced by Rakesh Paswan under the banner Village Boy Productions.

The channel has lined up extensive BTL activities across many schools and colleges in India to spread the message of female education and women empowerment.

MUMBAI: Zee TV, the flagship Hindi general entertainment channel of Zee Entertainment Enterprises Ltd (Zeel), is experimenting with fiction properties even as its top-rated show Pavitra Rishta is losing eyeballs.

The channel is now launching an unconventional fiction show - Hitler Didi - wherein the protagonist is unlike the other fiction show leads.

The show premieres on 7 November and will air every Monday-Friday at 8 pm.

Zee TV head of fiction programming Sukesh Motwani said that it is a bold attempt by the channel to air a show where the female lead is rude, arrogant and strict. "The show is nothing like other fiction shows. It is shot in Delhi, the protagonist is very loud, she shouts and abuses, and also has an attitude of ?my way or highway?. But the way it is shot and presented, I hope the viewers will like her," he said.

The story revolves around Indira Sharma (played by Rati Pandey), who is the Hitler didi. Handling the responsibilities of her family alone, she has lost the interest in living.

"It is all about learning to be able to smile, dream and love all over again. It captures Sharma?s transition from being a steely, cold and dry person to someone warm and vulnerable. The show is positive and light-hearted in its tonality and the audience will be able to connect with the protagonists very well," Motwani added.

The show is written and produced by Ila Bedi of Trilogy Krikos Productions.

The channel has planned an aggressive marketing campaign to promote the show.