DUBLIN: Ireland is betting big on reality television. In a move that has Hollywood scouts scrambling for their passports, Dublin has unveiled Europe’s first tax credit dedicated solely to unscripted programming—think The Traitors rather than Game of Thrones.

The scheme offers producers a juicy 20 per cent rebate on qualifying expenditure, capped at €15 million ($17.5 million) per project. It’s a cultural credit with strings attached: programmes must pass a test proving they genuinely promote Irish and European culture. No word yet on whether Love Island derivatives need apply.

Ireland tánaiste and minister for finance Simon Harris says the incentive will cement Ireland’s reputation as a “centre of excellence” for audiovisual production. His colleague, minister for culture, communications and sport Patrick O’Donovan, insists Ireland has “the talent, creativity and production expertise to lead” in unscripted television. Bold claims for a nation that has spent decades exporting scripted drama.

The timing is canny. Unscripted production costs have soared globally, making Ireland’s existing infrastructure—and now its tax breaks—increasingly attractive. Fox Entertainment Studios already churns out shows like Beat Shazam and The Floor from Irish studios. Whether these American productions will pass the cultural test remains to be seen.

Producers must secure an interim cultural certificate before filming begins, allowing them to claim credits during production rather than waiting until wrap. A final certificate follows completion. The European Commission has blessed the scheme through December 2028.

Minimum thresholds apply: productions must cost at least €250,000, with eligible expenditure above €125,000. Only one season per project can claim relief in any 12-month period, though producers can juggle multiple projects.

Britain, take note. The UK industry has clamoured for similar support for 18 months, but Westminster has dithered. India’s ministry of information and broadcasting pay heed. Its incentive scheme for  co-productions excludes unscripted television. To what end, no one knows! Ireland, meanwhile, is already rolling out the red carpet—or should that be green?

The message from Dublin is clear: when it comes to backing reality TV, Ireland isn’t messing about. Lights, camera, tax action.

MUMBAI: Bigg Boss Malayalam has tightened its stranglehold on Kerala’s eyeballs. The seventh season of the reality juggernaut, which wrapped on 3 August 2025, emerged as the franchise’s most successful edition yet—doubling digital viewership, posting the highest-ever grand finale ratings, and reaching an estimated 84 per cent of the state’s population via television.

The numbers tell a story of appointment viewing at industrial scale. JioHotstar recorded video views nearly twice those of season six on finale day, whilst total watch time surged 137 per cent. Across the entire season, digital video views climbed 65 per cent and watch time rose 36 per cent compared to the previous edition. On Asianet, the show pulled in 7.37 million viewers, cementing its status as unmissable family entertainment.

Connected television viewing accounted for a quarter of total watch time—evidence that Kerala families are increasingly gathering around large screens to watch contestants squabble, strategise and occasionally weep. The shift suggests Bigg Boss Malayalam has become genuine communal viewing in a fragmented media landscape.

The franchise generated 6.2 billion social media interactions, whilst Mohanlal’s refreshed on-screen appearance sparked considerable online chatter.

Advertisers took notice. 17 national and regional brands—from Maruti to Swiggy to Patanjali—bought space across television and digital platforms, betting that Kerala’s Bigg Boss obsession translates into purchasing power.

The format’s staying power owes much to its populist appeal. This season featured a commoner as second runner-up, reinforcing the show’s everyman credentials. In a media market where audiences are splintering across platforms, Bigg Boss Malayalam has managed the rare trick of growing bigger. Kerala, it seems, cannot look away.

CANNES: As the global television industry gathered for Mipcom 2025, Zee made history as the first Indian broadcaster to take over one of the largest LED screens along the legendary Croisette. From sunrise to sunset and long after the massive display of Zee One lit up the promenade, stopping people in their tracks and sparking real excitement.

With over 10,600 visitors and delegates expected during Mipcom, it was the perfect moment to put Zee One, the company’s French-language Fast channel in the spotlight. The channel, available on Samsung TV Plus, LG Channels, and Rakuten TV, has quickly built a following in France for its vibrant mix of Bollywood films, heartfelt dramas, and colourful family entertainment.

For many passersbys, it was a surprise and a delight to see an Indian media brand taking over one of Cannes most visible spaces.

Zee has built its global presence by constantly trying what others haven’t and this Cannes moment is a reflection of that same spirit.

Standing tall among the biggest names in international entertainment, Zee One’s luminous display on the Croisette was more than just advertising, it was a statement of confidence, creativity, and cultural pride.

And as the lights shimmer over the French Riviera, one thing is clear: Zee knows how to make the world stop and look up.