ZEE TV reports viewership growth following new fiction lineup
ZEE TV, the flagship Hindi general entertainment channel of ZEE Entertainment Enterprises Ltd. (ZEEL), has reported increased viewership following the introduction of its new content slate.
According to the network, its recently launched fiction shows contributed to a 14.7% urban market share in Q2FY26, the channel’s highest in three years, and to leadership across general entertainment channels (Pay and FTA) during core prime time.
ZEE TV states that four of its new fiction programmes – ‘Tumm Se Tumm Tak’, ‘Vasudha’, ‘Ganga Mai Ki Betiyan’, and ‘Jaane Anjaane Hum Mile’, accounted for 40% of the top 10 shows in the Pay Hindi GEC category. The channel attributes this performance to the themes and narratives featured in the new series.
The network has also expanded its programming lineup with the launch of ‘Jagadhatri’ and plans to introduce ‘Lakshmi Niwas’.
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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, reflect the positive momentum of the channel and enable us to remain well-poised to achieve higher gains in the future. Our prime time line- up 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 the confidence in the power of quality storytelling across any platform. We remain committed to fortify 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.
