&TV set to be repositioned as a Hindi comedy channel?

ZEE Entertainment Enterprises Limited’s second general‑entertainment channel, &TV, is reportedly gearing up for a major revamp, with plans to reposition it as a dedicated Hindi comedy channel.

Since rival Sony SAB shifted towards broader light‑entertainment programming, the market has lacked a channel focused squarely on comedy. Reports now suggest that &TV is preparing to fill that gap, with several new comedy‑driven shows expected to launch as part of its refreshed line‑up.

The channel already features popular sitcoms such as ‘Bhabhi Ji Ghar Par Hain’, ‘Happu Ki Ultan Paltan’ and ‘Gharwali Pedwali’. It is also set to introduce a mythological comedy titled ‘Hey Bhagwan’, adding further variety to its slate.

The revamped programming strategy is expected to take effect from March, signalling a significant shift in &TV’s identity and content direction.