GECs
SAB TV extends original programming, launches 7:30 pm show
MUMBAI: For years, SAB TV has been the standout, lean, fit, channel from the Sony Pictures Networks India (SPN) stable. However, the Hindi GEC space has being seen competition hotting up with new launches over the past year or so and existing leaders such as Star and Zee extending original fictional programming to seven days a week.
The SPN management has been taking corrective action to help SAB TV retain its edge. Among the tacks it has been taking is improving distribution and increasing the hours of original programming it airs. Two weeks back it unveiled a new show Khidki, which has begun getting some traction from its viewrs. Come 26 July and another fiction series is slated to make its debut at the 7:30 pm slot on weekdays.
The show is produced by Dheeraj Kumar’s Creative Eye and has Anirudh Dave in the lead with Rakesh Kapoor and Malini Kapoor essaying pivotal roles. It will track the journey of Y.A.R.O, (Your Aptitude Remote Operator) a humanoid, who is on the path of self-discovery. Created by super genius scientist Govardhan Aggarwal (Rakesh Bedi), who considers it his own son and has programmed the robot – with a human heart – to feel and behave like a 22 year old human. The story takes an interesting turn when Y.A.R.O starts interacting with people around him and how he eventually forges a strong bond with them. He learns the essence of life, love and above all humanity and he soon embarks on an adventurous journey with his family and friends.
“We have added Y.A.R.O at the 7:30 pm slot for two reasons: most channels are doing well at that timing, and second we are increasing the original programming hours we air to gain parity with others in the Hindi GEC space,” explains SAB TV executive vice-president and business head Anooj Kapoor. “There are two ways to extend our prime time. Go late prime time or early prime time. Since we have a core family audience watching our shows, we felt the 11 pm slot was too late, and chose early prime.”
Kapoor believes the show’s concept is young and refreshing and is in keeping with the channel’s strategy to differentiate through innovation. “It has a light hearted feel but Y.A.R.O Ka Tashan will help us see relationships with our family, friends, in a new light. Since Y.A.R.O is blissfully unaware of the rules of human society, he would experience the essence of love and humanity and in turn we would learn virtues of selflessness and generosity through his innocence,” he adds.
SAB’s new show is pitched against Colors’ Sasural Simar Ka, Star Plus’ Saath Nibhana Saathiya, Zee TV’s Meri Saasu Ma and Life Ok’s Rishto Ka Saudagar Bazigar.
“Even as everyone was relying on dancing and reality shows on weekends, we launched two silent comedies, GuturGu and Rumm Pumm Po back to back on Saturdays and Sundays,” details Kapoor. “Extending the same logic Y.A.R.O is completely differentiated from other shows that are well established and some of them are running for a long time and some fatigue may have set in. ”
“The subject seems different definitely,” says a media observer. “How the audiences will react to Y.A.R.O will be decided by the treatment and execution by Creative Eye and SAB of the robot with a human heart. Watching the promos of Y.A.R.O Ka Tasha one feels that while the comedy is in the right direction, the visual effects could definitely be improved. However, the comedy could overshadow the VFX and engage viewers. Let us wait and watch.”
Kapoor is playing a wait and watch game himself and says he is not willing to speculate how the show will do and what ad rates it could attract. “The factors that decide the ad rates are the TRP and audience composition,” he explains. “If the audience is attractive to advertisers and even if the ratings are less, the channel may get a good rate. Some times if the rating is more but the audience is not that attractive the channel may get less. Hence, a decision can be taken once the show is live. This exposes not only the ratings but the composition of the audience.”
Two weeks back SAB TV had launched a first of its kind show Khidki which revolves around stories sent in by TV viewers.. Some of these select stories are being adapted into mini-series of episodes for the small screen.
“Not only did the show open well but, in its second week, the ratings have gone up. In the first week, on Friday, ratings were 0.4 and this week from Monday it’s 0.6. It has grown and it’s a good sign for us,” says the ever optimistic Kapoor
MUMBAI: Zee Entertainment Enterprises Limited has appointed Aparna Ramachandran as EVP and head of network digital, signalling a sharper focus on strengthening its digital and streaming ecosystem.
Ramachandran joins Zee from Balaji Telefilms, where she served as head of digital originals, leading content strategy and production for the company’s digital platforms. She announced the move on LinkedIn, marking a new chapter in her career spanning more than 15 years across media, entertainment and technology.
Her professional journey includes senior roles at Viacom18 Media, Viu, FremantleMedia, Miditech, BigSynergy, BBC Worldwide, CNBC-TV18 and Bloomberg UTV. She began her career in 2005 as a software engineer at Infosys before transitioning into media and digital content leadership.
With experience across streaming media, broadcast television, content development, digital strategy, project management and video production, Ramachandran is expected to play a key role in shaping Zee’s network-wide digital growth and content innovation.
London: Zee Entertainment has launched its flagship Zee TV as a live FAST channel on Samsung TV Plus across Germany, Austria and Switzerland, marking a first for South Asian television in Europe with round-the-clock live German subtitles.
The move takes Zee TV beyond its core diaspora audience and into the German-speaking mainstream, offering dramas, reality shows and family entertainment without subscriptions or language barriers. For FAST platforms, it sets a new benchmark in accessibility and scale.
Amit Goenka, president, international and digital businesses at Zee Entertainment, said the launch marked a turning point in the company’s global strategy.
“Zee TV Germany is a flagship launch and a defining moment in our journey to make entertainment truly borderless. By going live on Samsung TV Plus with 24/7 German subtitles, we are breaking language barriers and setting a new international benchmark for FAST streaming,” he said, adding that the partnership reflects Zee’s ambition to lead the FAST revolution through innovation and technology.
The rollout builds on the strong regional presence of Zee One and Zee5, both of which have cultivated loyal audiences across the DACH markets. The live FAST model now closes long-standing access gaps, particularly for younger diaspora viewers and first-time German-speaking audiences.
Samsung TV Plus said the partnership deepens its content portfolio in the region. Benedict Frey, country lead DACH and Benelux at Samsung TV Plus, said the addition strengthens its South Asian offering while widening appeal.
“Launching flagship Zee TV on Samsung TV Plus brings even more premium South Asian entertainment to our customers. Making this content available with live German subtitles is a meaningful step in serving diverse audiences and enriching the viewing experience,” he said.
Samsung TV Plus is Samsung’s free ad-supported streaming service, offering hundreds of live channels and on-demand titles across Samsung TVs, Galaxy devices and smart monitors.
Zee already commands a strong digital following across Germany, Austria and Switzerland, with social platforms engaging hundreds of thousands of viewers. The live FAST launch is expected to amplify reach and drive appointment viewing at scale.
Zee TV is now available exclusively on Samsung TV Plus in Germany on channel 4210. With this launch, Zee TV Germany becomes the group’s ninth channel in Europe.
The signal is clear: FAST has gone mainstream—and Zee has arrived early, translated and ready to scale.
MUMBAI: Sri Adhikari Brothers Television Network has formally adopted a new corporate identity, rechristening itself Aqylon Nexus Limited after receiving clearance from the ministry of corporate affairs.
The company has informed the Bombay Stock Exchange that the MCA has approved the change of name, with effect from January 23, 2026. The update was disclosed in compliance with Regulation 30 of the Securities and Exchange Board of India’s Listing Obligations and Disclosure Requirements Regulations, 2015.
Confirming the approval, the company said the ministry had cleared the transition from Sri Adhikari Brothers Television Network Limited to Aqylon Nexus Limited following the necessary regulatory process.
Aqylon Nexus said it has begun the formal exercise of replacing the old name across statutory filings and regulatory records. The broadcaster added that it is coordinating with relevant authorities and departments to complete the transition.
Under Section 12 of the Companies Act, 2013, the MCA has directed the company to continue displaying its former name alongside the new one for a period of two years.
Founded in 1994 and based in Mumbai, the company has been a long-standing presence in India’s television and content ecosystem. The rebrand reflects a repositioning effort as the media and entertainment sector undergoes rapid consolidation and structural change.
The legacy name remains on paper—for now. The business, however, is clearly turning the page.
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