MUMBAI: Fortune favours the brave. That could well be the tack that Zee Telefilms is taking as it attempts to pick itself off the floor as far as the ratings are concerned.

With the full cast in tow and the show's celebrity writer Shobhaa De present, Zee Telefilms director marketing Partha Pratim Sinha yesterday announced the launch of a daily soap Kittie Party slotted in the 10 to 10:30 pm band. Launching Monday, 19 August, Kittie Party is pitched directly against the Balaji blockbuster soap Kahaani Ghar Ghar Ki that airs on Star Plus.

The serial revolves around the lives of eight women who meet every month fore their kittie party. The serial explores their individual lives through these meetings. And what is it that Zee hopes will connect with the viewer. According to the release issued, "Since the situations are from every day life, audiences will be able to identify the characters and the conflicts they deal with."

"But if there is one key factor that Zee hopes will bring in the audiences it must be one of aspiration. For though De was at pains to point out that it was not only people of a "certain class" (the rich and upwardly mobile) that would relate to the show, the evidence of the AV that was screened did not indicate otherwise. De also took a swipe at the kind of fare that dominates prime time television, saying that the story was about issues relevant to today's women and not the "saas-bahu sagas where the protagonists' mindsets were 50 years behind the times."

On the plus side, producer Manish Goswami's Siddhant Cinevision has left no stone unturned to give the show top notch production values. The look as well as the background score is of a uniformly high quality and certainly seems to have done justice to the estimated Rs 450,000 per episode cost of the series. One cannot forget the high profile lead cast with the likes of Poonam Dhillon, Kavita Kapoor, Achint Kaur, Deepshikha and Maya Alagh, among others adding to the glam appeal.