At 8 pm on Monday June 23rd, a new channel presented itself on an already crowded platform of General Entertainment Channels. Zindagi - Jodey Dilon Ko is Zee TV?s new value add-on to its bouquet. What?s refreshing about this new channel is it isn?t reinventing the wheel of home viewing. In fact, it is a whole new life force for TV viewers to explore, sample and hit -- like and share.

The faces aren?t familiar, the look and the colours are subtle and subdued, the language Hindi, with a soft variance and the stories ? all too familiar ? of love, family values and life. ?The connect is there. They are our stories told from across the border -- Pakistan. Lahore and Amritsar are 30 kilometres, so naturally our stories, our language and our culture are no different from each other,? says Shailja Kejriwal, Zee?s Chief Creative Special Projects, whose brainchild is Zindagi- Jodey Dilon Ko. The India - Pakistan cultural connect is all too common. For a long time, poets and musicians from the two countries have been visiting each other, this even prompted channels to explore reality shows for young talent like Chote Ustaad and Voice of India between the two countries.

The credit of content choice rests with Shailja Kejriwal. A television professional of long standing with networks like Star TV, NDTV Imagine and now Zee TV. ?I was bored with what I was creating myself. I took a sabbatical and went to Pakistan to look for fresh content which would connect with our viewers,? she shares. Shailja Kejriwal spent close to two years viewing and handpicking content that would appeal to Indian viewers. ?I was bored with what I was creating myself,? she says. ?This channel (Zindagi- Jodey Dilon Ko) is a great opportunity to see another culture which isn?t much different from ours. We will begin with the best shows from Pakistan because it has the greatest language affinity and then go on to co-producing our own shows depending on viewer feedback,? she adds.

Referring to it as a ?people to people connect. Their (Pakistan?s) shows were refreshing. Our cultures aren?t much different, and stories have the power to connect.? When she returned to India with the clutch of shows, ?I approached many broadcasters, and showcased them.? What held them back is not known, but Punit Goenka, Managing Director and CEO, ZEEL, took ten minutes to decided, shares Shailja.

Prior to its launch on June 23, Zindagi had test runs not just in the metros like Delhi and Mumbai, but in 18-20 cities in the interiors of India like Ghorakpur. Clearly, the viewership is going to be defined initially by the erudite and cultured folk, particularly those facing tedium from the infinite shows, which stretch way beyond imagination, wearing one?s patience. Now there?s an option. Zindagi?s stories won?t go beyond 26 episodes. The finiteness of the content will open up opportunities for the Indian television viewer to watch a set of new shows every few months. This refreshing change will lure viewers who are looking for variety in content, the value add-on here are the telefilms, a genre so neglected. ?People want to see a limited series and Zindagi will offer them just that,? Shailja Kejriwal rightly asserts. There is no question of fragmenting viewership or cannibalizing it. ?If there is a huge audience for Dabang, and there is an equally large audience for Kai Poche,? Shailja avers. ?It?s really about what the viewer wants. Zindagi is a channel for those with an acquired taste.?

What is significant is that Zindagi - Jodey Dilon Ko comes from the Zee TV Network, which is India?s pioneer satellite channel and has led the way in more ways than one.