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Satyamev Jayate campaign pays off

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MUMBAI: When it aired on Star Plus two years ago, it took the nation by storm even as it brought home uncomfortable realities for not one but 13 weeks. At the time, Satyamev Jayate was the most talked about television show; its title the most searched phrase on Google. The channel claimed that the Aamir Khan-hosted show, simulcast in seven languages, reached a staggering 600 million viewers in its first season.

 

Two years later, the show is back by popular demand, with even more hard-hitting content – pertinent social issues that a majority of Indians are cut off from. And while it’s too early to predict how season two will fare, judging by viewer response to the first couple of episodes, one can safely say that Star Plus’ 360-degree promotional campaign is working well for the show, and the channel.

 

The Campaign

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Launched on 26 January this year, the marketing campaign for season two of Satyamev Jayate was conceptualised around the thought, “Jinhe Desh Ki Fikr Hai” (Those who care for their country).

 

Spread across platforms including TV, print, digital, radio and outdoor, a series of on-ground activations with ambient touch-points called ‘Fikr touch points’ were held across the country. To drive greater affinity in the south, actors Mohanlal and Suriya were roped in as cultural ambassadors. A special people’s version of the Satyamev Jayate anthem was created on Radio Mirchi that had ordinary people singing the original anthem and making it their own. What’s more, the show promo garnered 4.4 million views on YouTube before its launch, which is a massive number.

 

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On social media, on the day of the launch of season two, #SatyamevJayate trended as the number one topic across both Twitter and Facebook and together, resulted in 54.2 million impressions. On Yahoo, the show owned it for a day across each Yahoo webpage, resulting in more than 108 million impressions per day and more than four lakh clicks.

 

To top it all, out-bound calls in Khan’s voice went out to people across the country, resulting in a total 23 million impressions in a day.

 

The Launch

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The opening episode, focused on rape, received an overwhelming response from viewers. The show urged Indians to ‘Vote for change’ and one of Star Plus’ leading protagonists took the cause forward by urging viewers to give a missed call on a toll-free number to help create One stop rape crisis centres across the country. Over 57 lakh missed calls were registered, of which 40 lakh calls were made within the first 72 hours of telecast of the show.

 

Among the seven hash tags created around the first episode, #FightingRape became the top trending hash tag in India on the day of the launch.

 

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Four weeks before the launch, Satyamev Jayate‘s facebook page had nearly 10,000 PTAT (people talking about this). Today, the number is 7.5 lakh and counting.

 

At the end of season one of the show, the fan base was 1.4 million fans on facebook, which has now more than doubled to 3.4 million.

 

The Strategy

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Satyamev Jayate is very important for the network at every level; be it content, marketing or any other.

 

“It’s a unique show like no other. It’s a show that leverages the power of a celebrity and the Star platform to create social impact. The reason it works is because it resonates with the citizen and the viewer who cares for the country and is concerned about these issues. Because these are issues that impact every family,” says Star India EVP marketing and communications Gayatri Yadav.

 

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The theme of the entire first season was “Dil pe lagegi, tab hi baat banegi”. True to its theme, the show talked about issues that touched everybody’s heart. The second season takes it a notch higher.

 

“The second season takes the whole promise forward. Because it taps into a sense of commitment and concerns that the average citizen has for the country,” she says.

 

As for the theme of season two, the germ of the idea came from Star India CEO Uday Shankar. “We were thinking about what should be the theme of season two. From the season one, some complained that the show was too heavy and too difficult to watch on a Sunday morning. And we felt that is the nature of the show. The show is intense, it is going to be dealing with issues that are important to address,” she says.

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While it may not be the kind of stuff you’d want to see on a Sunday morning, people still do watch it because of the deep love they have for the country. Tapping into the love and concern every citizen has for the country is the promise of season two. “We don’t really see as the episode is over, the cause is over,” says Yadav. “This year, you will see a lot more engagement with the causes, even after the episode airs. As there are only five episodes this month, there will be a real focus on driving a very strong season finale which is the fifth day.”

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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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