&TV, the newest entrant in the Hindi general entertainment channel (GEC) space, will go on air March 2, also marking the launch of Bollywood superstar Shah Rukh Khan's new reality TV show "India Poochega Sabse Shana Kaun?"
The show will be aired every on Monday to Friday at 9.00 pm, said a statement.
The new channel promises to celebrate the spirit of living through its wide array of fiction, non-fiction shows, Bollywood movies and marquee events.
The content line-up includes a mix of fiction shows like "Razia Sultan", "Begu Sarai", Bhabhi Ji Ghar Pe Hain? However, the highpoint of the channel is "India Poochega - Sabse Shaana Kaun?", a game show adapted from the "Who's Asking?" international format.
The show, produced by Big Synergy, will challenge conventions and it will give more power to the common man as the 'Asker' as well as the 'Contestant'.
Shah Rukh, who started his showbiz career from TV itself -- via fiction shows like 'Fauji' and 'Circus', has previously hosted reality shows like "Kaun Banega Crorepati", Kya Aap Paanchvi Pass Se Tez Hai? and Zor Ka Jhatka.