Special Feature: The rise of ZEE TV in the UK
ZEE TV, India’s pioneering satellite broadcaster now marking its 30th year, has experienced a notable resurgence in momentum, driven by a bold strategic overhaul and a renewed sense of purpose.
In July 2025, the channel surpassed Colors in monthly reach figures, according to BARB data, an achievement that underscores its growing influence in the UK Asian television market. While other broadcasters have seen a decline in both reach and audience share, ZEE TV has remained steadfast in its commitment to innovation, consistently refining its content offering and adopting a distinct approach that sets it apart from its competitors.
At the heart of this transformation is Business Head (ZEE UK/Europe) Parul Goel, whose strategic leadership has steadily repositioned ZEE TV (UK) over the years. Under her stewardship, the channel has embraced a dynamic marketing approach, ranging from high-impact outdoor campaigns and radio partnerships to immersive audience experiences such as its first-ever Watch Party event. Notably, ZEE TV’s sponsorship of marquee events, including major concerts and the acclaimed Yash Raj Films theatre production Come Fall In Love, has further amplified its brand visibility across the UK.
The channel’s success is also rooted in a bold recalibration of its programming philosophy. A comprehensive brand refresh across the ZEE portfolio has imbued the network with a more global aesthetic, while retaining its cultural authenticity. This new direction has been instrumental in attracting younger, more diverse audiences.
Content-wise, ZEE TV has made decisive moves to revitalise its schedule. Flagship dramas such as ‘Kumkum Bhagya’ and ‘Bhagyalakshmi’, once staples of the channel, have been phased out in favour of more contemporary narratives. Among the standout offerings is ‘Tumm Se Tumm Tak’, a romantic drama that explores the unconventional love story between a 46-year-old businessman and a 19-year-old woman, challenging societal norms with sensitivity and depth.
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Reality programming has also played a pivotal role. ‘Chhoriyan Chali Gaon’ brings together eleven urban female celebrities who swap city comforts for rural life, testing their resilience in a social experiment that blends entertainment with empowerment. Meanwhile, the upcoming ‘Kahaani Har Ghar Ki’ promises to be a heartfelt platform for real stories from everyday households, aiming to connect with viewers on a deeply emotional level.
Adding to this momentum is ‘Ganga Mai Ki Betiyan’, a powerful new drama centred around a single mother raising three daughters in the face of societal prejudice. The show champions themes of equality, ambition, and maternal strength, resonating strongly with modern audiences.
ZEE TV’s resurgence in the UK is not merely a ratings win, it’s a reflection of a brand that has evolved with its audience, embracing change while honouring its roots.
