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Alpha Marathi trains its guns on Hindi channels

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MUMBAI: At a time when its Hindi counterparts are devoting more night-slots for primetime shows, Zee Network’s Marathi channel Alpha Marathi doesn’t want to be left behind. In an attempt to wrest Marathi viewers from Hindi channels, the channel has extended its primetime with a daily soap and news fare.

Alpha Marathi has launched a daily soap Adhuri Ek Kahani for the 10 pm slot. The channel has pushed its 10 pm’s half-an-hour news bulletin to 10:30 pm and its duration has been increased by 30 minutes. The daily political satire Ghadalay Bhigadalay at 10:30 pm will now make its appearance as a weekly on Sundays at 12 pm with a repeat on Tuesdays.

“Primetime should be the time when you have your viewers. So following that theory, we have now expanded our primetime to 11:30 pm,” offers Alpha Marathi senior VP programming Nitin Vaidya.

Vaidya is making his intentions clear. “The attempt is to make a dent on Hindi channels’ Marathi speaking primetime viewership. Any region which offers Marathi viewership is our target. The whole attempt is to divert the Marathi viewership from Hindi channels, ” he says. “Entertainment programmes are very crucial in the night-slots. The game plan is to bring the Marathi viewer entertaining shows throughout this time segment so that he wouldn’t need to switch to Hindi channels. So we have now dedicated the 10 pm slot to an entertainment property.”

For the new show Adhuri AK Kahani, Alpha Marathi has roped in many of the reputed Hindi serial artists who are Maharashtrians. According to Vaidya, the strategy is to capitalise on the regional factor and thereby giving competition to Hindi soaps even star cast-wise.

The channel has kicked off an aggressive promotional campaign for Adhuri Ek Kahani. Apart from an outdoor campaign which has put up 50 hoardings across six markets in Maharashtra, the channel has been conducting on-ground activities to promote the show across Maharashtra. The below-the-line activities included hydraulic vans travelling across the state promoting the show, entertaining the audience with songs, plays and puppet shows and installing reminder boxes.

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“The effort was to make the customer involved to the maximum. All these methods were used to build up a pre-release hype. Now post-launch of the show, we will be coming up with more activities,” informs Zee Network senior marketing manager Pranita S Loke.

According to Vaidya, Alpha Marathi will be launching its 10:30 news bulletin in a week’s time. Since the duration is increased by 30 minutes, the channel is planning to add more features to the news bulletin. Live interactive sessions with newsmakers and a section on crime are some of the new features being planned.

The channel is converting its daily political satire Ghadalay Bhigadalay to a weekly show now. “When we launched the show in December 2003, the decision was to run the show till Maharashtra assembly elections as a daily and post-elections as a weekly. We are going ahead with our plans,” says Vaidya.

The channel launched a daily interactive game show Home Minister in August-end to lure the `D’ class segment. The 7:30 pm show is targeted at housewives.

“During our annual conference last year, it was revealed that we have not been getting our due share from the `D ‘class segment. So we have come up with this new show, which offers a lot of attractive prizes. Slowly we are consolidating,” says Loke.

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Sun TV posts steady revenue, profit dips amid rising costs

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CHENNAI: It appears there is still plenty of Sun to go around in the Indian broadcasting landscape, even if a few clouds have drifted across the financial horizon. Sun TV Network Limited, the Chennai-based behemoth that dominates airwaves across seven languages, has tuned into a steady frequency for the quarter ending 31 December 2025. While the numbers show a resilient revenue stream, the company’s latest broadcast reveals a few static-filled spots in its profit margins.

For the quarter in question, Sun TV’s total income climbed by approximately 3.31 per cent, reaching Rs 958.39 crores compared to Rs 927.66 crores in the same period last year. Revenue from operations also saw a healthy bump, rising 4.32 per cent to Rs 827.87 crores.

The real star of the show, however, was domestic subscription revenue, which surged by 8.86 per cent to Rs 472.99 crores. This growth highlights the enduring appetite for Sun’s diverse content, which spans everything from daily soaps in Tamil and Telugu to its burgeoning OTT platform, Sun NXT.

Despite the revenue growth, the picture quality of the profits was slightly blurred by rising costs. Eitda for the quarter stood at Rs 409.79 crores, a dip from the Rs 432.14 crores recorded in the corresponding 2024 quarter.

The profit after tax followed a similar downward trend, settling at Rs 316.44 crores against the previous year’s Rs 347.17 crores. Advertisers also seemed to have switched channels slightly, with advertisement revenues sliding to Rs 291.94 crores from Rs 332.17 crores.

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Sun TV isn’t just playing on home turf; its sporting ambitions are becoming increasingly global. The network now owns three major cricket franchises: SunRisers Hyderabad in the IPL, SunRisers Eastern Cape in SA20, and SunRisers Leeds Limited in The Hundred (UK).

The foray into British cricket saw the company acquire a 100 per cent stake in Northern Superchargers Limited (now SunRisers Leeds) for approximately £100 million. While these franchises brought in Rs 14.61 crores this quarter, they also incurred corresponding costs of Rs 19.89 crores. Over the nine-month period, however, the cricket business is a major player, contributing Rs 487.64 crores in income.

The company’s bottom line took a minor hit from exceptional items, including a Rs 4.23 crore charge related to India’s new Labour Codes, which consolidated 29 existing labour laws. Additionally, the consolidated results reflect the amalgamation of Kal Radio Limited with Udaya FM, a move that became effective in May 2025 and required a restatement of previous figures.

To keep investors from reaching for the remote, the Board has declared an interim dividend of 50 per cent, that’s Rs 2.50 per equity share. This comes on top of earlier dividends of 100 per cent (Rs 5.00) and 75 per cent (Rs 3.75) declared in August and November 2025, respectively.

With a massive cash reserve and a dominant position in the South Indian market, Sun TV continues to shine, even if the current quarter required a bit of fine-tuning. For now, shareholders can sit back, relax, and enjoy the show.
 

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SPNI hires Pradeep M with responsibility for standards and practices in the south

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MUMBAI: Sony Pictures Networks India has hired Pradeep M to handle standards and practices for its southern market, bolstering its compliance bench as content rules tighten across platforms.

Pradeep, who has nearly 13 years in the entertainment media industry, takes on responsibility for content standards in a region that is both linguistically diverse and regulatorily sensitive. His brief spans television, OTT, sports and digital platforms.

He specialises in content review and compliance across shows, commercials, on-air promotions and international feeds, ensuring alignment with broadcast, OTT and advertising codes. He has also handled brand approvals and sponsorship integrations for heavily regulated categories—including online gaming, cryptocurrency, NFTs and lottery brands—offering guidance shaped by fast-evolving rules.

Before Sony, Pradeep worked at Jiostar as assistant manager for content regulation from November 2024 to January 2026. Earlier, he spent nearly seven years at Viacom18 Media, rising from senior executive to assistant manager in content regulation between 2018 and 2024. There he served as a key compliance touchpoint for the network.

His career began on the creative side. Between 2013 and 2018, he worked as executive producer on feature films and television shows, gaining hands-on exposure to production. He also had a stint as a non-fiction show director at Star TV Network in 2017. That mix of creative and regulatory experience gives him a dual lens—how content is made and how it must be managed.

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As regulators, platforms and advertisers all tighten the screws, broadcasters are investing more in gatekeepers who can keep creativity within the lines. Sony’s latest hire shows where the industry is heading: in the streaming age, compliance is content’s quiet co-star.

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Colors Gujarati rolls out two new shows from 2nd February

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MUMBAI: Colors Gujarati has unveiled two new prime-time shows as part of its push to strengthen culturally rooted storytelling for regional audiences. The channel will premiere the devotional saga Gangasati–Paanbai at 7.30 pm, followed by the romantic family drama Manmelo at 9.30 pm from February 2.

Inspired by Gujarat’s spiritual and literary heritage, Gangasati–Paanbai: Shyam Dhun No Navo Adhyay draws from the timeless bhajans and poetry of saint-poetesses Gangasati and Paanbai, weaving devotion and human values into a contemporary narrative aimed at younger viewers.

In contrast, Manmelo explores love and responsibility across social divides, tracing the lives of three middle-class sisters whose relationships with three affluent brothers reshape their futures. The show delves into ambition, emotional conflict and the realities of married life, offering a layered family drama.

A Colors Gujarati spokesperson said the new launches reflect the channel’s commitment to authentic Gujarati entertainment that blends cultural values with modern storytelling.

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