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  • Zee unlocks Bengal’s TV potential with a two-pronged attack

    Zee unlocks Bengal’s TV potential with a two-pronged attack

    MUMBAI: While West Bengal might be lagging behind the national average in TV penetration, Zee Entertainment Enterprises Ltd (ZEEL) isn’t just seeing a gap, they’re seeing a blooming opportunity. With over 15.3m TV households, the state’s 66 per cent penetration (compared to a national 71 per cent) means there’s a whopping headroom for growth, as Samrat Ghosh, who is the chief cluster officer – East, North and Premium cluster, declares with a grin smile on his face.

    “There are a large chunk of consumers who are yet to see their stories being told on screen,” Ghosh states, adding that India’s robust rural growth story is mirrored in Bengal, where the urban-rural split currently stands at a tantalising 47:53. This, he suggested, is a clear signpost. “Somebody has to come and tap into it,” says Ghosh, and Zee, ever the shrewd operator, is more than ready to do the tapping.

    The Bangla General Entertainment Channel (GEC) market has traditionally been a bit of a duopoly, with Zee Bangla and Star Jalsha hogging a staggering 85 per cent of the viewership. The rest, including Sun Bangla, Akash Bangla, Sony Aath, and Colors Bangla, are left scrapping over a measly 15 per cent. “This is an opportunity for us,” Ghosh asserts, highlighting the “need for a very strong number three player” to shake things up.

    Enter Zee Bangla Shonar, the conglomerate’s strategic new venture designed to complement Zee Bangla and target those previously underserved segments. “With Zee Bangla and Zee Bangla Shonar together, we want to create a very, very synergistic ecosystem,” Ghosh explains.

    While the venerable Zee Bangla will continue its broad mass appeal and legacy format of storytelling, the new kid in town, Zee Bangla Shonar, will be all about experimental formats, refreshing content, innovative shows etc and also aims to consolidate Zee’s leadership journey in the West Bengal market.

    Interestingly, while Zee Bangla has traditionally targeted urban female audiences (25+), Zee Bangla Shonar is boldly setting its sights on male viewers (30+). “This isn’t about alienating the female base. 98 per cent of homes are still sitting on televisions, but about addressing a blue ocean strategy to serve a distinct need,” he explains.

    “There is no dedicated channel which is also talking to these male audiences, representing their stories on screen,” Ghosh further points out, seeing this as a golden ticket to boost overall advertising revenue by attracting brands whose core target is male.

    Despite West Bengal’s internet access (80 per cent) being slightly below the national average (87 per cent), television still reigns supreme. “It is still an aspirational medium because at the end of the day television caters to the entire needs of the family,” states Ghosh. Zee’s content philosophy, even for the new channel, isn’t about edgy, uncomfortable viewing; it’s about content designed to help the entire family to come together.

    Jalaluddin Mondal, another voice from Zee, who is the chief channel officer of Zee Biskope & Zee Bangla Shonar, chimed in on the content strategy for the new kid in town. Expect innovation in terms of the format and theme, with a focus on areas like crime investigation, travelogues (something largely untouched in the GEC space), and slice-of-life stories. Non-fiction will see fresh formats, including a unique singing competition featuring Jugalbandi between vocalists and instrumentalists, and a gamified “couples compatibility” show offering prizes of up to Rs one lakh daily. “There’ll also be snackable content like prank shows and spooky narratives, plus investments in acquiring and producing original movies, some even getting a cinematic release before a channel premiere,” concludes Mondal.

    On the surge of old shows making a comeback across the industry, both dismissed the idea of a “lack of content”. Instead, they argued it’s about “bringing back the nostalgia factor amongst the audiences,” leveraging “iconic characters” that people still adore. While new stories are crucial, the emotional connection to established characters is a powerful hook. They conclude by saying, “At the core, you have to understand the consumer for a successful design of a content.” 

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  • Siju lifts the lid on Zee’s omni-content vision

    Siju lifts the lid on Zee’s omni-content vision

    MUMBAI: India’s entertainment landscape is hotter than a Vindaloo, and Zee Entertainment Enterprises Ltd (ZEEL) is clearly leading the charge, particularly down South. Siju Prabhakaran, who is the chief cluster officer- South, gave Indiantelevision.com’s Rohin Ramesh the lowdown on how the media conglomerate is not just keeping pace with, but setting the agenda in the rapidly evolving content game.

    Zee’s grand vision, dubbed “Yours Truly Z,” isn’t just a fancy catchphrase, it’s a promise to be both a cultural and technological powerhouse. “The brand promise is true for every market,” Prabhakaran declares, emphasising their commitment to tell great stories, to connect with our audience emotionally, capture the cultural nuances of each of the markets. Forget wishy-washy content, Zee’s serving up narratives that genuinely resonate.

    Gone are the days of just linear TV. While still a cornerstone, Zee is now charging headfirst into the digital realm with Zee5, crafting everything from “micro dramas”, bite-sized, one-minute storytelling across seven languages – to mini-series and movies. “Whichever is the format, whichever is the platform, and whatever is the language, we will be capturing it both through technology and great storytelling,” Siju explained.

    The South, a truly unique beast with its diverse languages, presents a particular challenge that Zee is tackling with gusto. Prabhakaran highlighted that regional audiences are incredibly “platform fluid,” seamlessly hopping between traditional telly, OTT, YouTube, and even Instagram Reels.

    “We are fundamentally storytellers,” Siju quipped, whether it’s long format, short format, or micro dramas. He sees a massive opportunity to convert casual scrollers of user-generated content into loyal viewers of curated narratives. And despite the OTT invasion, television remains a big part of the social fabric of India, especially for that cherished family viewing experience as the bigger insight here is that regional audiences prefer content in their own language, demanding high production values and great storytelling no matter the screen.

    Zee’s approach to content creation is as varied as a British weather forecast: “thirty-minute shows, three-minute stories, and thirty-second drama.” They’re not just embracing diverse formats; they’re ensuring a consistent tone and quality by tapping into a burgeoning creator ecosystem of young writers, directors, and actors who are now finding jobs and becoming big faces.

    When asked about upcoming IPs, Siju teased that Zee is working on various non-fiction formats, leveraging established juggernauts like Sa Re Ga Ma Pa and Dance India Dance that have already travelled across platforms. He also pointed to the Marathi hit Chala Hawa Yeu Dya, which is now being adapted for Hindi audiences and will soon hit the Southern markets, showcasing a desire to tell “raw, unfiltered and unscripted stories”.

    Interestingly, despite the digital onslaught, the younger audience in the South remains glued to television. Siju attributes this to high TV penetration, a thriving content ecosystem (fueled partly by films), the desire for local language content, and the social experience of collective family viewing. To keep these youngsters hooked, Zee is evolving the traditional TV experience with contests, strong social media presence (WhatsApp, Instagram, Facebook), and even gaming initiatives linked to non-fiction formats.

    Navigating the multi-lingual South (Telugu, Tamil, Kannada, Malayalam) means avoiding a one size fits all approach. Zee relies on strong, localised teams who deeply understand cultural nuances and emotional pegs. “Keeping your ears to the ground and having that right talent is the way to keep every market different,” he affirmed.

    And finally, on the hot topic of regional creators and digital influence, Prabhakaran introduced the concept of ‘DILFLUENCERs’ which was revealed last year. Zee boasts “one of the largest repertoire of influencers” in their TV characters and reality show contestants who have massive digital followings. This allows Zee to offer brands a “three-sixty-degree kind of a solution” – a package of influencer marketing alongside TV and OTT impressions.

    Real-time data and audience insights are the key for what gets the green light in Zee’s pipeline. From focus group discussions and social listening to OTT data collection, Siju stated, “These will only get richer and richer to understand what the audience is liking in a content, what they are not liking and kind of calibrate it accordingly.”

    It seems Zee isn’t just making content. It’s practically building an experience, one regional echo at a time.

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  • JioHotstar bags 200+ Emmy nods

    JioHotstar bags 200+ Emmy nods

    MUMBAI: JioHotstar has struck Emmy gold again. With over 200 nominations at the 77th Emmy Awards, the platform has proved its muscle as the go-to destination for high-calibre global content in India. From brooding anti-heroes and dysfunctional families to culinary showdowns and sharp-tongued satire, the streaming giant’s buffet of premium storytelling is turning heads and racking up accolades.

    Leading the charge is The Penguin, waddling in with 24 nominations, including best limited series, and acting nods for Colin Farrell and Cristin Milioti. The show also scored big in directing and writing, making it the bird to beat. Sharing the spotlight is The White Lotus, another 24-time nominee, basking in glory with noms for best drama, and its ensemble cast featuring the likes of Walton Goggins, Carrie Coon, and Parker Posey.

    On the comedy front, Hacks cracked 15 nominations, while culinary chaos came alive with The Bear roaring in with 13, featuring nods for Jeremy Allen White and Ayo Edebiri, plus a directing shoutout for the tear-jerker episode “Napkins”.

    Not to be left behind, heavy hitters like The Last of Us, Paradise, The Pitt, and Andor brought the drama, with multiple nominations in lead and supporting categories. Comedy staples Abbott Elementary and Only Murders in the Building also made the cut, ensuring laughter wasn’t left off the ballot.

    In the limited series and unscripted corners, Dying for Sex and Top Chef brought spice and surprise, while Last Week Tonight with John Oliver reminded us that even satire can win serious awards.

    From House of the Dragon to The Grammys, and even Pee-wee, JioHotstar’s growing trophy shelf reflects a shrewd curation of global storytelling with universal bite. As Emmy night looms, one thing’s clear: when it comes to world-class TV in India, this streamer isn’t just playing—it’s winning.
     

  • Festive campaigns made easy with Bigcity’s new strategy tool

    Festive campaigns made easy with Bigcity’s new strategy tool

    MUMBAI: Santa’s got a new rival and it’s data-driven. Bigcity Promotions, the loyalty and sales promotions powerhouse, has just unwrapped a game-changer for Indian marketers: a tech-enabled tool that promises to take the guesswork and the chaos out of festive campaign planning.

    Meet the Festive Reward Strategist: a sleek, insight-led platform designed to whip up ROI-focused, sector-specific reward campaign strategies in minutes. At a time when every marketing rupee is being scrutinised for returns, this digital assistant might just be the CMO’s new best friend.

    Accessible via bigcityfestiveworks.in, the tool draws from over 18 years of Bigcity’s campaign experience across sectors FMCG, retail, durables, BFSI, alcohol, automobiles, and more. Whether the brief is to drive product trials, boost footfalls, spark engagement, or push repeat purchases, the tool does the thinking strategically and swiftly.

    No more late-night Excel wrestling or endless decks. With built-in competitive benchmarking, audience insights, and budget guidance, the platform offers ready-to-deploy strategies tailor-made for festive madness. Brands get instant answers to questions like: “Which reward works best for my TG?”, “What’s trending in my category?”, or “How can I squeeze the most ROI from my Diwali budget?”

    “The festive quarter in India is the most competitive and chaotic for marketers,” said Bigcity Promotions Vikas Shah, Co-founder. “Speed, precision, and innovation become non-negotiables. Our tool delivers all three with zero margin for error.”

    He added that the platform’s execution-ready output bridges the gap between creative ambition and operational clarity, enabling campaigns that are “compliant, creative, and conversion-ready”.

    At its core, the Festive Reward Strategist isn’t just about smart marketing, it’s about faster, sharper, and more rewarding decisions. It’s strategy, gift-wrapped in tech.
     

  • Pika-boost for Titans as Pokémon powers up 2025 fan experience

    Pika-boost for Titans as Pokémon powers up 2025 fan experience

    MUMBAI: Gotta catch that crowd! The Gujarat Titans got a supercharged fan boost this IPL season courtesy of Pokémon. As part of an electrifying tie-up for the 2025 league, Pikachu turned up in full Titans gear, spreading sparks from grassroots warm-ups to stadium selfies. The yellow mascot didn’t just show up he showed out. Ahead of the season, Pokémon integrated with the franchise’s Junior Titans programme, a unique under-14 initiative held across five cities in Gujarat. The big moment? A surprise visit by Pikachu himself at the Ahmedabad centre, leading warm-up drills to the upbeat rhythm of Japan’s Radio Taiso Number One, much to the delight of the young cricketers.

    During the league, Pokémon took over the Narendra Modi Stadium, with a vibrant booth drawing in over 42,000 visitors across seven home matches. Kids collected free Pikachu stickers, posed for photos with the mascot, and watched their yellow hero dance and dazzle in a Gujarat Titans jersey.

    Some lucky fans from the Junior Titans squad were also invited to meet Pikachu on game day, a crossover moment that blurred the lines between fantasy and fandom.

    “From the Junior Titans initiative to in-stadium experiences, young fans were excited to interact with Pikachu in Gujarat Titans colours,” said Gujarat Titans COO Colonel Arvinder Singh. “It added a unique dimension to our 2025 campaign.”

    The action spilled beyond the pitch. At Nexus One mall in Ahmedabad, Pokémon hosted a ‘Pokémon Fiesta’, featuring dance shows and games, while Pokémon GO players spotted Gujarat Titans logos on in-game Poké Stops across the city.

    The Pokémon Company corporate officer Susumu Fukunaga noted: “We were able to tap into a new audience we hadn’t reached before. From young cricketers to fans in Ahmedabad, the response was energising.”

    With the Titans reaching the Playoffs, and Pikachu stealing hearts at every turn, this unexpected collab proved one thing: cricket and cartoons make a shockingly good team.

     

  • CM Devendra Fadnavis confirms implementation of NEP’s three-language formula in Maharashtra at ‘Mumbai Tak Baithak’

    CM Devendra Fadnavis confirms implementation of NEP’s three-language formula in Maharashtra at ‘Mumbai Tak Baithak’

    MUMBAI: Mumbai Tak, the digital news platform from the India Today Group, successfully hosted its premier event, ‘Mumbai Tak Baithak’, yesterday in Mumbai. The event served as a dynamic platform for dialogue on Maharashtra’s political, social, and developmental landscape, bringing together an influential array of leaders, thinkers, and first-time legislators.

    Delivering a significant policy update, Maharashtra Chief Minister Devendra Fadnavis announced that the three-language formula outlined in the National Education Policy (NEP) will be implemented across the state. During his keynote interaction, Fadnavis also hinted at potential BJP strategies for upcoming municipal elections, stating that while the party may form alliances for the BMC elections, it may also contest independently in other municipal corporations.

    The event featured a distinguished line-up of participants including deputy chief minister Eknath Shinde, senior leaders Balasaheb Thorat, Chhagan Bhujbal, Aditya Thackeray, and Bala Nandgaonkar, as well as a new generation of public representatives such as Sneha Dubey, Babasaheb Deshmukh, and Sana Malik. Further enriching the discussions, Padma Shri awardee and social activist Girish Prabhune, and renowned economist and public intellectual Dr. Narendra Jadhav, and the special public prosecutor, who has also been nominated as the member of Parliament by the President of India, Ujjwal Nikam shared their insights on governance, equity, and regional development.

    Reflecting on the event’s impact, Milind Khandekar, managing editor of TAK Channels, stated “Mumbai Tak Baithak is our effort to spark meaningful conversations from Maharashtra’s heartland — connecting people, policy, and power through credible digital journalism.”

    With a growing digital footprint of over 4.3 million subscribers and 800 million video views in FY 2024–25, Mumbai Tak continues to cement its position as one of Maharashtra’s most trusted digital news platforms.

    The full conversation with Chief Minister Devendra Fadnavis is available to view on YouTube.

  • Jupiter enters insurance with IRDAI nod and mobile-first broker licence

    Jupiter enters insurance with IRDAI nod and mobile-first broker licence

    MUMBAI: From swipe to safeguard, Jupiter’s money app now offers peace of mind on tap. After cracking credit, prepaid, and savings, Jupiter Money is adding a whole new layer to its financial orbit protection. The fintech platform has received the Insurance Regulatory and Development Authority of India’s (IRDAI) approval to operate as a Direct Insurance Broker (Life & General), paving its way into the insurance segment with a decidedly digital twist.

    This approval marks a pivotal milestone in Jupiter’s transformation into a full-stack financial wellness ecosystem. Over the past year, Jupiter secured an NBFC licence and a PPI licence, fuelling its foray into credit and prepaid services. Now, with insurance in its basket, Jupiter is going all in on the promise of a 360-degree money experience.

    The insurance rollout will begin with curated offerings in term life and health partnering with top-tier insurers and later expand into smart, embedded options. Think: travel insurance triggered by credit card swipes, cyber fraud cover linked to digital transactions, or device protection tailored to e-commerce behaviour. All policies will be issued digitally and managed within the Jupiter app, ensuring zero paperwork and minimal jargon.

    “Insurance is a critical but overlooked layer in the financial stack especially among younger users,” said Jupiter Money president Rohit Kumar Pandey. “Our goal is to make insurance invisible and intuitive, not an intimidating chore.”

    Jupiter Money director of insurance & PPI Chinmay Jain added, “With the Broker licence in place, we’re embedding insurance into real life, not just into product tabs. This is about timing, awareness, and contextual value not just another menu item.”

    Jupiter, which boasts over three million users, sees this move as more than just product expansion. It’s a shift toward making insurance a seamless, proactive part of users’ everyday money behaviour turning a typically reactive category into one driven by life’s natural rhythms.

    As IRDAI nudges the industry towards higher digital penetration, Jupiter joins a growing band of fintechs rewriting the rules of insurance distribution mobile-first, moment-driven, and mindfully minimalist. And in Jupiter’s case, it’s not just about protection, it’s about simplifying the chaos of financial choices, one smart patch at a time.

  • Tarini Kumar appointed senior executive editor, NDTV 24×7

    Tarini Kumar appointed senior executive editor, NDTV 24×7

    NDTV has appointed Tarini Kumar as Senior Executive Editor of its flagship English news channel, NDTV 24×7. In this leadership role, she will be responsible for steering the channel’s output operations – overseeing the daily news flow, driving editorial planning, shaping programming strategy, and ensuring consistent quality in content delivery across time bands.

    Kumar brings with her close to two decades of newsroom experience, marked by senior editorial roles and an in‑depth understanding of broadcast workflows. She spent more than 15 years with India Today TV, where she progressed through a variety of positions, from programming producer to key roles in the output desk to Executive Editor. She played a pivotal role during high-impact national events, including election coverage and special programming blocks that required precision, agility, and sound editorial judgment.

    Before that, she served as deputy news editor at CNN‑News18, where she was responsible for prime‑time shows.

    Speaking on the appointment, NDTV’s CEO and editor-in-chief Rahul Kanwal said, “Tarini’s extensive experience in output leadership and content strategy will strengthen NDTV’s editorial operations and programming depth. She knows news, she knows the people – her arrival brings a renewed focus on fostering strong teamwork and creating workflows that can respond swiftly to breaking developments without compromising on our legacy of editorial rigour.”

  • CNN-News18 stays on top, leaves rivals in the ratings dust

    CNN-News18 stays on top, leaves rivals in the ratings dust

    MUMBAI: Less talk, more traction CNN-News18 proves that in the world of English news, clarity (and clever design) really is king. According to the latest BARC data (Week 27, 2025), CNN-News18 has tightened its grip on the No. 1 spot in India’s English news genre, clocking a market share of 33.7 per cent, far ahead of NDTV 24×7 at 21.2 per cent and Times Now at 19.8 per cent. That’s a 70 per cent lead over Times Now and 59 per cent over NDTV, putting the channel miles ahead in the TRP tug-of-war.

    CNN-News18’s dominance isn’t just a flash in the pan, it’s been India’s top English news channel for over three years. And it’s not resting on those laurels. From investing in cutting-edge tech to doubling down on editorial depth, the network is clearly playing the long game.

    The channel recently rolled out a slick redesign rooted in its ‘One Screen, One Form, One Stream’ philosophy, bringing together TV and digital for a seamless experience. The emphasis? Fewer words, more visuals and sharper storytelling.

    Leading the charge are newsroom heavyweights like Zakka Jacob, Anand Narasimhan, Rahul Shivshankar, and Shivani Gupta, supported by a nationwide reporter network that ensures election coverage stays comprehensive and cutting-edge.

    CNN-News18 has also found its visual voice deploying snappy graphics and easy-to-digest explainers that make complex trends and data relatable to a diverse audience. It’s serious journalism with a stylish twist.

    In a genre where attention spans are fleeting, CNN-News18 seems to have figured out how to keep viewers hooked by giving them just the right mix of depth, design, and digital smarts.

  • Rashmika Mandanna named brand ambassador for Isopure in India

    Rashmika Mandanna named brand ambassador for Isopure in India

    MUMBAI: She’s got the moves and now the macros to match. Rashmika Mandanna has been unveiled as Isopure’s first-ever brand ambassador in India, bringing star power to the brand’s stripped-down, zero-fluff approach to fitness. The global Zero/Low-Carb protein supplement brand has launched its new campaign, “Everything You Need, Nothing You Don’t,” putting the spotlight on clean-label nutrition and mindful wellness. And with 25g of protein per serving, zero carbs, zero sugar, zero fat, and no artificial additives, Isopure’s unflavoured whey isolate is walking the talk.

    Loved for her vibrant energy and grounded approach, Rashmika isn’t just the face of the campaign, she’s the poster girl for clean choices. “Fitness, to me, is not about extremes, it’s about consistency,” she said. “Isopure fits effortlessly into my life, no gimmicks, no excess.”

    Glanbia Performance Nutrition, general manager, south Asia Sumit Mathur said Rashmika embodies Isopure’s ethos of purity, simplicity, and quality. “She’s focused, mindful, and uncompromising just like an Isopure consumer,” he added.

    To drive home its point, Ispore is rolling out the ‘Purity Challenge’, featuring two demo tests ISOFOAM and ISOMIX designed to highlight the product’s superior formulation and unmatched solubility.

    The association aims to connect with a new generation of conscious consumers who are done with overhyped nutrition and ready to embrace ingredient integrity. As Rashmika puts it, “Wellness isn’t about excess, it’s about clarity.”

    With this campaign, Isopure is challenging Indian consumers to read the label, trust the science, and choose quality over clutter, one scoop at a time.

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