Mumbai: For Zee TV in 2025, the focus remains on engaging viewers as well as stakeholders, including trade partners and advertisers. The broadcaster is committed to meeting their expectations, beginning with its core audience.
Speaking to Medianews4U.com, Mangesh Kulkarni, Chief Channel Officer, Zee TV, explained that the idea is to expand both viewership and advertiser base. To achieve this, Zee TV is focusing on disruptive content – fresh, rooted, and relatable storytelling.
Disruptive & Rooted Programming
“For example, on 12 May, we launched a new show called Saru. Our journey began last year itself, when we introduced a differentiated programming line-up with a story based on a tribal girl aspiring for education. This year, Saru narrates the story of a village girl with similar aspirations. We also launched Tumm Se Tumm Tak, which has quickly become a slot leader within four weeks of its debut.”
The idea, he said, is to create content that feels rooted and resonates deeply with viewers. At the same time, Zee TV is also focusing on disruptive non-fiction. The recently launched Chhoriyan Chali Gaon (3 August) marked Zee TV’s entry into daily non-fiction. “For years, Zee TV never had a daily non-fiction show. This is our first, and it has received a humongous response.”
Zee TV is now set to launch a new reality format, Kahaani Har Ghar Ki. Anchored by Juhi Parmar and produced by Zee Studios, it offers women across India a safe platform to share their stories. The show premieres on 1 September at 6:30 pm, Monday–Friday.
“This show is part of our strategy to disrupt early primetime. Conventionally, primetime begins at 7 pm, but with this, we are extending it to start at 6:30 pm.”
Emerging Themes in Entertainment
Kulkarni noted that empowerment remains a key theme. “Every relatable show stems from a viewer’s reality and gives expression to inner emotions. That’s the heart of engagement. For Saru, it’s a girl fighting hurdles to pursue education. In contrast, Tumm Se Tumm Tak portrays a Delhi-based only child, striving to create her identity while falling in love with an older man.”
Zee TV is also preparing to launch Ganga Maiya Ki Betiyan, the story of three daughters supporting their mother after she was abandoned for not bearing a son.
Getting Cinematic
Another strategic focus is making shows more cinematic and layered.
“We are applying deep creative rigour, evaluating shows at the frame level rather than just in half-hour segments. The emphasis is on cinematic visuals, compelling character arcs, and minute-by-minute engagement.”
Kulkarni described 2025 as an investment year for Zee TV. “This is evident from our daily non-fiction offerings. For years, Zee TV offered non-fiction only on weekends. Now we have two daily non-fiction shows, and another one, Ideabaaz, is coming in October. It will allow common people to pitch business ideas and get funded. While some may compare it to Shark Tank, the format is very different in execution.”
Festive Season Strategy
Zee TV has lined up an expansive festive calendar. “We have created exciting storytelling opportunities in fiction, non-fiction, events, and film premieres. Every celebration, from Navratri to Christmas, will be reflected on air.”
A key property is Zee Rishton Ka Mela, which takes Zee TV’s artists on ground to meet fans outside metros. “Our first edition on 26 July doubled viewership of the slot and drew tremendous advertiser interest. We plan to host one every month.”
Festive celebrations will also be integrated into show storylines, either through Maha Episodes or regular episodes. Recently, Krishna Janmashtami was celebrated across fiction shows as well as in Chhoriyan Chali Gaon.
Ratings Debate
On the government’s consideration of a new TV rating system, Kulkarni said, “There will always be debate around any measurement system. What’s important is to have a larger discussion among stakeholders. Any system that ensures transparency and robustness, whether BARC or another model, is welcome.”
Weekend Programming & Iconic Shows
Currently, Zee TV’s fiction runs seven days a week. With Ideabaaz, weekends will see non-fiction additions. The channel also plans to bring back some iconic shows in refreshed formats.
“The idea is to revisit these classics with new episodes tailored for today’s audiences, while retaining their iconic value. Gen Z is a key focus, but these shows will appeal across generations.”
Advertising Trends
On the ad market, Kulkarni acknowledged challenges. “Advertisers are reworking their media mixes. But for many categories, television remains the starting point. FMCG continues to be crucial for GECs, alongside auto, e-commerce, insurance, and seasonal categories.”
He expects festive ad sales to grow significantly over last year. “We have larger plans and advanced client conversations in place, so the season will be much bigger.”
Artificial Intelligence
On AI adoption, Kulkarni said, “AI already plays a role in analytics, ad revenue optimisation, and inventory management. We are also actively exploring its role in aiding content decision-making.”
