She has ruled the Indian television with her daily soaps and TV producer Ekta Kapoor says she wants to bring back audience to watch the 10PM prime time slot.
Ekta, who took the TV scene with a storm with show like "Kyunki Saas Bhi Kabhi Bahu Thi" and "Kahaani Ghar Ghar Kii" airing between 10-11 PM, says the time slot is now considered "non prime time."
"Time slot of 10 PM is now considered non prime time because we have audiences growing more and more in smaller town...So by 10'o clock, televisions are shut. But I am hoping I manage to get them to watch the 10'o clock show at least," Ekta told PTI.
The producer is all set with her upcoming show,"Kasam Tere Pyaar Ki".
Ekta says unlike her show "Naagin" which is a finite series, the new show will not be a limited one but she wants to keep it going only till the interest lasts.
"I don't think it's a finite series but I realised in TV if you don't get the ratings they automatically make the show a finite series. So you never know...Limited series are very strongly plot driven. This is more character driven. But yes, I do want to limit the series till its interest lasts."
The show is a tale of star-crossed lovers Rishi, played by Ssharad Malhotra and Tanushree (Kratika Sengar).
Ekta, known to produce saas-bahu daily soaps, wants the show to connect with the youth as it is not 'typical romantic'.
"I hope the story has that much weight that it lands up connecting with the young Indians living across the country. It is a deep intense love story that is destined to be cursed in one lifetime but it is so karmically interwined that it actually comes back, re-incarnation is a catalyst..
But the show doesn't deal with the normalcy of romance," she said.
"Kasam Tere Pyaar Ki" will premiere on Colors on March 7.