MUMBAI: The Covid-19 pandemic is changing the paradigm of the businesses across the world. Now, it’s converging content of linear television and streaming services sooner than expected. It's been touted long that television as a device serves as an extension of digital medium and a collaborative and complementing ecosystem is in making.

While last year Alt Balaji and ZEE5  stuck a content sharing deal, Zee Tv has come up with an innovative strategy of offering fresh OTT premium content to the television viewers on the back of that partnership. The channel is all set to air the three Alt Balaji's shows – Karle Tu Bhi Mohabbat, Baarish and Kehne Ko Humsafar Hain – to TV viewers. Considerably, these three shows have the potential to attract traditional GEC audience. Moreover, the audience is already familiar with faces like Ram Kapoor, Sakshi Tanwar, Mona Singh, Ronit Roy.

In the wake of Covid-19 crisis, the Indian film and television industry decided to halt shooting for films, TV and web shows from 19 March to 31. After the recent announcement of 21-day lockdown across the country, it is now uncertain when the shooting will restart. Major TV broadcasters have been impacted mostly by the decision as they are not able to churn new episodes of daily soaps.

Now, starting March 25, viewers can get hooked on to finite series like Karle Tu Bhi Mohabbat, Baarish and Kehne Ko Humsafar Hain for the first time on television between 9 PM and 11 pm every week. 

Karle Tu Mohabbat, starring Ram Kapoor and Sakshi Tanwar, is about a struggling superstar recovering from his addiction to alcohol, and his new counsellor. It will follow the story of how the superstar and the counsellor fall in love while at his estranged daughters’ wedding and all the drama that ensues. Karle Tu Mohabbat will air from 9 pm to 10 pm, Baarish will air at 10 pm and at 10.30 pm slot Kehne Ko Humsafar Hain is scheduled on Zee TV.

Ekta Kapoor tweeted: "We can’t do anything to help our viewers but entertain them during these tough times so this gem from our library for you all! Your favorite pair #SakshiTanwar & @RamKapoor 
are back from tonight 9-10pm in #karletubhimohabat on TV! Enjoy the show while you're home & be safe!"

She further says: "Very tough times but we will get through this together. Since we cannot make any more episodes of #kumkumbhagya #kundalibhagya, we have extended our family shows to @ZeeTV so from 9pm to 10pm instead of Karan-Preeta or Abhi-Pragya, you will see tipsy and karan! For all those of you asking for #Baarish on TV. From tonight 10 pm watch this sweet love story on @ZeeTV everyday! We are bringing the rains with this simple drama! Hoping the weather of doom changes! Stay home stay safe."

Zee TV Business Head Aparna Bhosle said: “In times where social distancing is the need of the hour to curb the outbreak of Covid-19 and people are spending more time indoors, the idea is to provide audiences with the most engaging entertainment for the entire family. We have a new 9 to 11 PM band with three new finite series – Karle Tu Mohabbat, Baarish and Kehne Ko Humsafar Hain, that will reassure viewers that we can conquer the biggest challenges with the power of love. Each of the shows has strong TV faces that the masses are closely attached to. We are also reintroducing classics like Kasamh Se and Brahmrakshas as well as faciltating binge-watches of crowd favourites – Kundali Bhagya and Kumkum
Bhagya, so that the audience has a wide variety of content to view and can enjoy this extended family time together.”  

Baarish, airing at 10 pm slot, stars Sharman Joshi and Asha Negi. The show will explore the lives of two strangers from starkly different backgrounds. While Anuj (Sharman) is a Gujarati businessman, who had left studies at a tender age to take over the family business, Gauravi (Asha) is a Maharashtrian girl who feels education is of prime importance and works in Anuj’s company. When the two get married because of their families, will they realise they are like chalk and cheese or fall in love eventually? Only time will tell!

At 10:30 PM, Kehne Ko Humsafar Hain delves into the love triangle between a chartered accountant Rohit (Ronit Roy), his wife Poonam (Gurdeep Kohli) and an interior designer Ananya (Mona Singh). Initially, everything seems hunky-dory in the family, but when the actual truth comes out, everyone is shocked. Will Rohit stay with Poonam or will he sacrifice his whole family for Ananya? Tune into Zee TV to find out!
Apart from these three shows, viewers can binge-watch some of the most intriguing episodes of cult favourite shows such as Kumkum Bhagya and Kundali Bhagya, which have been planned from 7 pm to 8 pm and 8 pm to 9 pm respectively, Monday to Friday. Popular Zee TV classics like Ram Kapoor – Prachi Desai’s Kasam Se and Krystle D’Souza, Parag Tyagi and Kishwer Merchant’s Brahmarakshas will also be reintroduced on the channel and will air from 2 pm to 3 pm and 5 pm to 6 pm respectively.