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"The first British-Asian soap Cloud 9 has launched in the UK. Marketed as the &amp;#039;first of its kind&amp;#039; weekday drama series, the series is aimed at engaging a second and third generation British-Asian audience.  Producer-Director Gunjan Hazarika told Digital Spy: &amp;quot;Being in production over the last several years, I sensed a void within the South Asian entertainment space, which I can say today is being filled by Cloud 9.  &amp;quot;Existing offerings across channels and the production standards have not been on par with mainstream, which always challenged my own talent. Zing has provided me with a platform to showcase this today. If you&amp;#039;re a person that loves life, the ups, the downs, the people you meet and your surroundings, then you will absolutely love Cloud 9.&amp;quot; Composer Rishi Rich, who has produced music for Bollywood films including Hum Tum and Boom, has worked on the score of the series.  &amp;quot;When I was approached to work on the music score and theme tune for Cloud 9, I was very excited because finally there was going to be a UK soap on TV for British Asians,&amp;quot; he said. &amp;quot;When I actually sat down to compose the theme tune, I really enjoyed working on it as well as singing it. It was a great opportunity to showcase myself as a musician.&amp;quot; The marketing campaign for the series has seen the branding of a Cloud 9 London tube station and advertising of the show across 400 petrol stations pumps. Cloud 9 airs on Zing, Sky 789 and Freesat 509. The programme screens weekdays at 6.30pm with repeats at 10.30pm and an omnibus showing on Saturdays at 5.30pm. "^^<http://www.w3.org/2001/XMLSchema#string>
<http://www.digitalspy.com/tv/news/a454042/first-british-asian-soap-cloud-9-launched/>