GECs
Sahara One aims ‘Kituu…’ at prime time
MUMBAI: November sure seems to be a month for new launches. Hardly has the dust settled on the announcement of new shows from the Sony and Zee stables, comes the news that Sahara One is launching a programme on 14 November in the 9:30 pm slot.
Kituu Sabb Jaantii Hai, based on the life of a young middle class girl who goes on to become a face to reckon with in the broadcast media, is being pitched against Star One’s new show India Calling. Both shows launch on the same day in the same time slot.
With the arrival of Kituu the prime time line up on Sahara One has seen a slight reshuffle. Dial One Aur Jeeto, which used to air from 8 – 9 pm, will go back to its original half hourly format from 14 November and will be aired from 8 – 8.30 pm. The repeat telecast of Hare Kkaanch Ki Choodiyan, which used to air at 9.30 pm, will shift into the 8.30 pm slot. The channel’s flagship show Woh Rehne Waali Mehlon Ki stays put in the 9 pm slot and Kituu comes in at 9.30 pm.
Apart from India Calling, Kituu has also been pitted against Kavyanjali on Star Plus, Jassi Jaissi Koi Nahin on Sony (until it moves into the 10 pm slot later this month to give way to the new show Ek Ladki Anjaani Si at 9.30 pm) and Saat Phere on Zee. Says Sahara One Television COO Purnendu Bose, “We are not going to get bothered by what competition is doing or is going to do. We know what we are doing.”
The marketing and interactive activities around Kituu, which has been produced by Siddhanth Cinevision, starts tomorrow (10 November) with a unique campaign called Kituu Dikhi Kya. The channel is inviting people to call in or SMS them the number of times they have spotted Kituu – be it on outdoor hoardings, television or print campaigns. “The person who sends in the most number of correct responses gets to win a prize,” said Bose. The channel has tied up with Radio Mirchi to promote the contest and listeners can call in to tell the RJ where they have seen Kituu.
People can also send in an SMS to the Sahara One short code 9090 with their responses. “We came up with this idea of letting people tell us where they have seen Kituu because by doing that we can also gauge how many people are actually aware of our campaign and new show. The idea is to let people do the talking,” said Bose.
Apart from this, the protagonist of the show (in her role as a journalist) will have a say in everything that is going on in and around the country. Kituu will make appearances on Sahara One and also on radio and give her views on any current topic of conversation. “We are looking at making Kituu a brand name, which every household in the country will relate to,” said Bose.
Besides this, the outdoor, print, television, internet and radio promotions will also run simultaneously.
IN THE PIPELINE
Some of the other shows that are in the pipeline on Sahara One are a makeover non-fiction show called Doli Sajaa Ke Rakhna, which Bose informs is still in the conceptualisation stage. Apart from that, the weekend version of Dial One Aur Jeeto, which is tentatively titled Dial One Aur Khelo, is also likely to be rolled out in the near future. The weekend version will essentially be a package of the best episodes of Dial One Aur Jeeto.
MOVIE PREMIERE STRATEGY
Having a line up of blockbuster Hindi movies, Sahara One has decided to build the 12 noon band on Sundays. The channel will premiere movies in this time slot. It will kick off with Pyaar Mein Twist starring Dimple Kapadia and Rishi Kapoor on 13 November instead of slotting it in the primetime band. After Pyaar Mein Twist, the channel has lined up Jimmy Shergil starrer Yahaan, which will be premiered towards the end of the month.
Explaining the logic behind this, Bose said, “According to a research conducted by us, we found that there was a huge television viewership on Sunday afternoons. And going by that, we decided to experiment with our premiers by slotting them on Sundays.” The Amitabh Bachchan starrer – Sarkar will also premier on a Sunday in December at 12 noon.
It is interesting to note here that Star Gold premiered Swades in a similar fashion on Sunday at 1 pm in September. What remains to be seen here is whether Sahara One can garner eyeballs with this new strategy for movie premiers.
GECs
Sun TV posts steady revenue, profit dips amid rising costs
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.
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.
GECs
SPNI hires Pradeep M with responsibility for standards and practices in the south
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.
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.
GECs
Colors Gujarati rolls out two new shows from 2nd February
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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