Sony Entertainment Television Asia has roped in Balaji Telefilms to produce three soaps to spruce up its waning weekday primetime schedule.

Sony TV has been without a daily Balaji Telefilm soap since the days of 'Kkusum' (and 'Kahani Terrii Merri') two years ago.

It was revealed earlier this year that Sony TV was in the process to revamp its weeknight programming after the current run of 'Indian Idol' ends this summer.

In an interview with Business Standard, Rohit Gupta, president-network sales and revenue management, licensing and telephony, SET India, said, "We have roped in Balaji Telefilms to produce three soaps for the channel."

The serials will be aired during primetime by September-end or by October first week. Most advertisers get active during the third quarter since it being festival time and good programming gives boost to advertisement revenues, according to Gupta.

On STAR Plus, Balaji Telefilms has had huge successes with 'Kyunki Saans Bhi Kabhi Bahu Thi,' 'Kahani Ghar Ghar Kii' and 'Kausati Zindagi Kay' to name a few. 'Kasamh Se' helped revive ZEE TV's fortunes and pushed the channel to number two in India.

"We are certain that the Balaji charm will work wonders for our channel as well," said Gupta.

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