Zee TV’s New Content Slate Leads To 3-Year High Market Share; Channel Achieves Leadership In Core Primetime

MUMBAI:

Zee TV, the flagship Hindi general entertainment channel of the Content and Technology powerhouse Zee Entertainment Enterprises Ltd. (‘Z’), has achieved robust gains on the back of its new content slate, centered around quality storytelling, relatable characters, and a strong emotional connect. In line with its strategic content approach, the new fiction shows unveiled by the channel have enabled it to garner record-breaking results, leading to a 3-year high urban market share of 14.7% in Q2 FY26 and strong leadership across all GECs (Pay & FTA) in core prime time.

Zee TV also commanded a 40% share of the top 10 shows in the Pay Hindi GEC genre with four of its newly-launched fiction shows. Encompassing a blend of emotions, relationships, and ambitions in a relatable weave of storytelling, the new shows – ‘Tumm Se Tumm Tak’, ‘Vasudha’, ‘Ganga Mai Ki Betiyan’, and ‘Jaane Anjaane Hum Mile’ have struck a chord with viewers and continue to garner strong viewership gains week after week.

In a bid to further enhance its connection with the viewers and present innovative and quality stories, Zee TV’s fresh content approach lays a strong emphasis on highlighting the positivity and emotional depth embodied by characters like Vasudha and Saru. These shows have not only expanded the channel’s creative canvas but also captured the pulse of today’s India, balancing tradition with aspiration.

The channel has further enhanced its content line-up with the recently launched ‘Jagadhatri’, and is gearing up for the launch of ‘Lakshmi Niwas’, which aims to engage viewers with strong, rooted storytelling. Speaking about the performance of the new shows, Mangesh Kulkarni, Chief Channel Officer, Zee TV, said, “The success of our new fiction line-up marks a defining moment for us at Zee TV, achieving the dual win of core prime time leadership and a 3-year high market share. The strong resonance of our stories with viewers reflects the positive momentum of the channel and enables us to remain well-poised to achieve higher gains in the future. Our prime time lineup is backed by a sharp programming strategy focusing on quality storytelling, and we aim to strengthen our offerings across other slots as well going forward.”

Raghavendra Hunsur, Chief Content Officer, Zee Entertainment Enterprises Ltd., said, “Our aim is to consistently craft powerful and engaging narratives that are a true reflection of the rich stories that reside within our Nation. The success of this new content approach and our fiction shows is a firm reflection of the trust that viewers place in us. The viewers’ acceptance of characters such as Saru and Vasudha across households further gives us confidence in the power of quality storytelling across any platform. We remain committed to fortifying this growth with more compelling fiction and non-fiction properties across the channel.”

Even as the fiction line-up continues to garner strong results, the channel is also building its non-fiction offerings with innovative properties. Zee TV recently adopted a unique daily, non-fiction format for ‘Chhoriya Chali Gaon’, which was well-received amongst the viewers for its fresh concept. Another compelling non-fiction offering, ‘Kahani Har Ghar Ki’, hosted by Juhi Parmar, narrated real stories of courage and resilience and showcased the indomitable human spirit amid everyday challenges. The channel’s latest non-fiction show, ‘Ideabaaz’ is giving aspiring entrepreneurs a platform to pitch their business ideas to a panel of investors.