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The late 90s and early 2000s saw the entry of private channels like Star Plus, Sony TV, and Zee TV. This birthed the "daily soap" culture. Shows like Kyunki Saas Bhi Kabhi Bahu Thi and Kahaani Ghar Ghar Kii created a new narrative structure—episodic, never-ending, and steeped in family politics. However, the scheduling was grueling. For working professionals and students, keeping up with a 9:00 PM prime-time slot was a challenge. tellymaza hindi tv serials