Zee launches soap for British Asian audiences

London: Zee Network`s UK-based lifestyle channel Zing is all set to launch Britain`s first locally produced soap for British Asian audiences.

`Cloud 9`, featuring a mix of British Asian, English and Indian characters, is being touted as the first-ever daily soap series to be produced in the UK specifically catering to the country`s South Asian audiences.

The drama revolves around the residents of a special British town called `Cloud 9` highlighting British Asian values of family life and striking a balance between tradition and modernity.

"This is my first daily TV series and it really is an amazing experience. It is a very intense schedule but I am incredibly grateful for this opportunity. I thoroughly enjoy being on set, working with such a talented team," London-based actor Valmike Rampersad, who plays the lead role of Ajay, told PTI.

Zing claims `Cloud 9` will help chip away at stereotypical perceptions regarding the UK`s largest ethnic group and showcase South Asian lifestyle, drawing on themes relevant to their way of life.

Archana Kanade, Zing business head, said, "The future of British Asian TV is here. With `Cloud 9`, Zing is taking Asian entertainment in the UK to the next level. `Cloud 9` is the product of extensive research and background work enabling us to tailor the soap to the taste of the Brit-Asian psyche, presenting their world to them on the small screen for the first time.

"This soap comes at a time when the Asian population is growing rapidly and is the largest ethnic population in the UK. Numbers have gone up phenomenally since the last census and it is this audience that `Cloud 9` will cater to."

`Cloud 9` goes on air from today and will occupy the weekday prime-time television slot of 6.30 pm GMT.

Zing focuses on Bollywood hits and classics and British Asian music as part of the Zee Network`s other entertainment offerings.