Trust Star to do it. It will soon start another daily soap beginning with 'K' a letter which has not only turned round the fortunes of Star Network in India, but also one its biggest suppliers of content to the network, Balaji Telefilms.

However, this time round the `K' weapon will be unleashed not by Balaji Telefilms, but by the Delhi-based BAG Films which has been mandated to make the daily afternoon soap called Kumkum for Star Plus.

Some of the past and present `K' programmes on Star Plus include Kaun Banega Crorepati, Kyunki Saas Bhi Kabhi Bahu Thi, Kahaani Ghar Ghar Khi, Kahin Kissi Roz and Kamzor Kadi Kaun.

Kumkum, a heroine-oriented fare directed by Sanjay Upadhaya, will be on air, in all probability, from 29 July, a Monday, and will run through till Friday every week. According to those associated with the serial, the daily soap is another step by BAG Films towards making inroads into the entertainment genre of programming.

The agreement for the daily afternoon soap is initially for a year.

BAG Films is a Delhi-based production house, which at present has on-air programmes on channels like Doordarshan and Star Plus. For Star, it makes the Sunday morning Antakshari show hosted by Sachin.

Promoted by Anuradha Prasad, wife of Rajya Sabha (Upper House) member of Parliament Rajiv Shukla, BAG Films in the past has also produced current affairs programmes for Zee TV like Ru-Ba-Ru (Face to Face) which used to be then hosted by journalist Shukla.

It is also rumoured that along with Rajat Sharma's production house, BAG Films may get a slice of current affairs programming pie which will be put on air on Star News post March 2003. On 31 March, 2003, the five-year Star-NDTV agreement for content on Star News made by NDTV will come to an end and Star has already announced that it will take control of the news channel, including editorial.