It's getting rather disconcerting. Ekta Kapoor's overbearing presence across time bands and channels that is. Kapoor's Balaji Telefilms is about to add another to the ever-growing list with the launch of its afternoon soap Kuchh Jhuki Palkain on Monday 29 April on Sony Entertainment Television.

After the recent launch of the sitcom Kitney Kool Hain Hum on Zee TV, Kapoor is back on familiar turf with Kuchh Jhuki Palkain, an afternoon soap that will be airing on SET Monday to Thursday at 2 pm daily with repeat telecasts at 11 pm.

Kuchh Jhuki Palkain's time slot of 2 pm means it doesn't get pitched directly against the top afternoon soap on Hindi entertainment TV today - UTV's Shagun airing at 2:30 pm on Star Plus.