ZEE TV hits three‑year high as new primetime slate drives market‑share surge
Zee TV has achieved a major milestone, reaching a three‑year high urban market share of 14.7% in Q2FY26 on the back of a refreshed content slate that has reshaped its primetime performance. The channel now leads all Hindi GECs, across both Pay and FTA, driven by strong week‑on‑week growth for its new fiction titles, ‘Tumm Se Tumm Tak’, ‘Vasudha’, ‘Ganga Mai Ki Betiyan’ and ‘Jaane Anjaane Hum Mile’. Together, these shows now command 40% of the Top 10 programmes in the Pay Hindi GEC category, signalling a clear shift in audience preference towards the channel’s new storytelling approach.
Mangesh Kulkarni, Chief Channel Officer at Zee TV, said the success of the slate marks a defining moment for the network, noting that the combination of primetime leadership and a three‑year market‑share high reflects the strong connection these stories have built with viewers. He added that the channel’s strategy remains firmly rooted in quality storytelling, with plans to strengthen other time bands in the coming months.
Raghavendra Hunsur, Chief Content Officer at Zee Entertainment Enterprises Ltd., highlighted the channel’s commitment to narratives that reflect the depth and diversity of Indian stories. He said the audience’s embrace of characters such as Saru and Vasudha reinforces the power of authentic, emotionally grounded fiction, and strengthens the team’s resolve to expand both fiction and non‑fiction offerings.
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Alongside its fiction successes, Zee TV is also broadening its non‑fiction line‑up. Recent experiments include the daily format ‘Chhoriya Chali Gaon’, the inspirational series ‘Kahani Har Ghar Ki’, and the launch of ‘Ideabaaz’, signalling a wider push to diversify content and sustain the channel’s current momentum.
