Zee TV on Monday laid down the gauntlet to its rivals and announced the commissioning of India's first ever Reality TV show. Announcing the launch of POW (Prisoner of War), Indian television's pioneering effort in the realm of reality TV, Partha Pratim Sinha, senior vice-president marketing, Zee TV said: "Reality television has already proved its credentials in the West, becoming the most popular genre of television ever. The reality TV concept has caught the imagination of viewers across the world, irrespective of age, sex and social background. We are today presenting the future of Indian television."

According to Sinha: "POW and Reality television are the spearhead of a brand new programming initiative being developed by Zee TV. This initiative will see the roll out of over 17 new programmes over the course of the next two months. While we have already rolled out some of the new programmes such as Aanchal ke Chaoon Main, Ankahee, Gardish, Samandar and Hamare Tumhare, we will shortly be introducing further additions to our programme portfolio. This will make Zee's programming content the most comprehensive of any channel in India."

Madhavi Mutatkar, president, Zee TV, said while announcing the new shows being introduced by Zee TV, "Zee's programming content is undergoing significant changes, providing the viewer with a channel which ensures a multiplicity of choice and viewing delight. Zee's positioning as an entertainment channel with broad based appeal will be enhanced by these additions to our channel. Shows such as Chandan Ka Palana, Resham Ki Dori, Sansaar, Ek thi Rajkumari, Yeh Dil Kya Kare, Pradhanmantri are scheduled to air over the course of the next few weeks. These programming innovations by Zee will provide wholesome entertainment for TV audiences in India."

POW is a Zee in-house production and will be directed by Vivek Agnihotri. The contestants will be called next week and there will be nine per show, Sainath Aiyar, Zee's head corporate communications, said.