MUMBAI: In a fast-evolving television landscape, Sony Pictures Networks India (SPNI) has steadily strengthened its general entertainment channel (GEC) portfolio with SET and Sab, achieving measurable gains in reach, GRPs, and market share. The content mix resonates with both mass and premium audiences – powered by a strategy that blends high-impact formats, emotional storytelling, and regional nuance.
As the genre undergoes broader shifts, SET and Sab have quietly outperformed, offering consistent growth in a space many consider saturated.
In this candid exchange with Indiantelevision.com, Nachiket Pantvaidya, Business Head – SET, and Ajay Bhalwankar, Business Head – Sab, decode the engines behind this momentum, how the channels retain distinct identities while complementing each other – and why it’s time the industry reframed its view of SPNI’s GEC play.Excerpts from the exchange:
On what’s driving the growth momentum with SET and Sab in a tough environment.
Nachiket Pantvaidya & Ajay Bhalwankar: SPNI’s Hindi GEC portfolio, led by Sony Entertainment Television (SET) and Sony SAB, has continued to grow steadily despite a challenging industry environment. What’s driving this momentum is a clear strategy built on quality content, smart scheduling, and a deep understanding of our viewers.
Sony Entertainment Television grew its reach by 10 percent year-on-year, even as the genre declined by seven percent. Sab has led pay Hindi GEC reach since early 2025 and continues to do so. Together, the two channels have helped SPNI grow its market share from 28.8 percent to 31.2 percent in FY25, even as the genre overall contracted by four percent.
At the core of our approach is the belief that data should guide our decisions, but it is emotion that builds loyalty. SET delivers high-impact fiction and marquee non-fiction formats like Kaun Banega Crorepati and Indian Idol, while Sab continues to connect deeply with audiences through shows like Taarak Mehta Ka Ooltah Chashma, Veer Hanuman, Uff Yeh Love Hai Mushkil, Pushpa Impossible and Wagle Ki Duniya.
Even during IPL this year, when most GECs saw a dip, SET posted a 14 percent GRP growth in comparison to the previous IPL period. That kind of performance is not accidental. It reflects how consistently we’ve been able to deliver stories that resonate, adapt quickly to viewer feedback, and stay culturally relevant across markets. This twin-engine model works because SET and Sab do more than co-exist. They strengthen each other through shared intelligence and differentiated appeal.
Ultimately, it’s our commitment to meaningful content, backed by clear positioning and data-led agility, that has helped us grow where others have seen decline.
On what makes SET and Sab work so well together and how does the network balance their distinct brand identities while growing the two channels.
Nachiket Pantvaidya & Ajay Bhalwankar: SET and Sab succeed together because they are built to serve different emotional needs across the viewing spectrum. SET focuses on aspirational, high-stakes drama and premium non-fiction formats such as Kaun Banega Crorepati, Indian Idol, and Crime Patrol. Sab, on the other hand, connects with audiences through warmth, humour, and everyday optimism, offering slice-of-life stories that feel both familiar and refreshing.
This clear emotional positioning is what sets the portfolio apart. Sab leads the NCCS A Urban segment with a 26.8 percent market share. Rather than overlapping, SET and Sab complement each other with differentiated content across genres and time slots. SET creates event-led viewing moments, while Sab builds daily engagement and family connect.
Our approach is not just to avoid duplication but to create distinct value through co-existence. Each channel strengthens the other by fulfilling a different viewer need. This dual-channel strategy helps SPNI cater to a complete audience journey, from weekday routine to weekend entertainment, and from urban metros to heartland homes. Together, SET and Sab offer a balanced and powerful entertainment ecosystem.
On what has helped SET overtake Zee and climb to #4 in key HSM markets.
Nachiket Pantvaidya: SET’s climb to the number four position in key HSM markets like Maharashtra, Gujarat, and Madhya Pradesh is the result of deliberate and sustained strategy. We have moved away from legacy storytelling and embraced a more diverse content mix that includes high-stakes drama, thrillers, devotional shows, and reality-led programming. This variety has broadened our appeal across audience segments.
In the affluent NCCS A segment, SET has overtaken Zee in FY25 since September, which signals a shift in preference among premium viewers. This change reflects the success of our efforts to position SET as a destination for both aspirational and emotionally engaging content.
In Maharashtra and Gujarat, for instance, we have seen strong traction for titles with faith-based and family-centric themes. These narratives resonate deeply with local audiences and help build lasting viewer connections.
Even during challenging periods like the IPL season, when GEC performance typically dips, SET posted 14 percent GRP growth in comparison to previous IPL period. That kind of result is driven by content that is both culturally relevant and emotionally compelling. By refreshing our flagship shows and staying attuned to evolving viewer expectations, SET has managed to stay contemporary, relevant, and ahead of the curve.
On what has led to Sab emerging as the most-watched GEC among affluent urban audiences and how does it continue doing so in such a difficult segment.
Ajay Bhalwankar: Sab’s leadership in the affluent urban segment is the result of clear intent and consistent execution. We currently command a 26.8 percent market share among NCCS 15–50 A urban audiences, significantly ahead of Star Plus at 24.9 percent and Colors at 20.8 percent. In terms of GRPs, Sab leads with 156, again surpassing both Star Plus and Colors.
What drives this performance is our commitment to values-driven, relatable storytelling. Our shows reflect the priorities of today’s urban households. Rather than leaning on exaggerated drama, Sab tells stories rooted in real-life dilemmas, creating characters that feel familiar and trustworthy.
Programs like Taarak Mehta Ka Ooltah Chashma, Veer Hanuman, Uff Yeh Love Hai Mushkil, Wagle Ki Duniya and Pushpa Impossible are crafted with cultural intelligence and emotional honesty. They resonate with viewers who are looking for content that mirrors their own lives, rather than offering pure escapism. In a landscape often dominated by melodrama, Sab stands apart by delivering humour, heart, and humanity. Taarak Mehta Ka Ooltah Chashma is the top show in Week 26 with 2.6 TVR in 15-50 A (Top 7 Pay Hindi GEC channels) completing 4444 episodes.
This is why Sab has become the preferred choice for decision-making urban audiences. It feels like a companion, not just a channel, and that connection is what keeps us ahead.
On what has led to high value regional markets like Maharashtra and Gujarat becoming strongholds for SPNI’s GEC cluster.
Ajay Balwankar & Nachiket Pantvaidya: Our performance in Maharashtra and Gujarat has been shaped by a consistent focus on emotional relevance and cultural resonance. SPNI commands 17 percent higher viewership in HGEC than JioStar in Maharashtra, which is India’s most valuable Hindi-speaking market. Sab is the number one GEC in both Maharashtra and Gujarat. The gap between Sab and our nearest competitor in Gujarat is 40%.
The success comes from understanding that while our content remains linguistically neutral, it is emotionally hyperlocal. We take a region-sensitive approach to casting, dialogue, and storytelling. In Maharashtra, for example, we emphasise themes of devotion and tradition. In Gujarat, the focus shifts more toward family bonds and community values.
Upcoming titles like Ganesh Kartikey are designed with these cultural touchpoints in mind, especially for Maharashtra’s devotional audience. Similarly, Chalo Bulava Aaya Hai taps into rituals that hold deep emotional meaning across demographics.
What sets us apart is that this isn’t about short-term spikes. Our success in these regions reflects long-term viewer engagement built on trust and emotional proximity.
On how are SET and Sab evolving their content to meet the viewers expectation of stories that are fresh but emotionally grounded.
Ajay Balwankar & Nachiket Pantvaidya: Audiences today are looking for stories that feel new but still speak to their hearts. At SPNI, we have focused on delivering genre diversity with emotional consistency. Whether the theme is faith, family, humour, or aspiration, our stories remain anchored in Indian values.
On SET, we are expanding into a wider narrative space with a strong upcoming line-up that includes a thriller, a mythological family saga like Ganesh Kartikey, a devotional drama in Chalo Bulava Aaya Hai, and talent-led formats such as Super Dancer 5 and Indian Idol. Shows like Bade Achhe Lagte Hain will continue to explore mature, layered relationships, while Aami Dakini brings in a unique regional-literary depth that is rarely seen on mainstream Hindi television.
Sab, on the other hand, continues to excel with long-running favourites like Taarak Mehta Ka Ooltah Chashmah,Pushpa Impossible, and Wagle Ki Duniya, along with exciting new launches like Veer Hanuman, Uff Yeh Love Hai Mushkil, and the upcoming Itti Si Khushi. Shows like Pushpa Impossible demonstrate that socially relevant storytelling can be both thoughtful and uplifting.
We are also seeing a clear uptick in viewership among NCCS 15–50 A urban audiences, which confirms the growing appetite for emotionally intelligent, value-driven content. Our aim is not just to entertain, but to spark reflection, conversation, and connection.
On the new shows that are coming up on Sab and SET and how they will strengthen the network’s leadership position.
Ajay Balwankar & Nachiket Pantvaidya: We are genuinely excited about the upcoming line-up across both SET and Sab because each show has been carefully curated to deepen our connection with audiences and reinforce our leadership in the Hindi GEC space.
On SET, Super Dancer 5 returns as a proven platform that celebrates young talent, while Indian Idol continues to be a nationwide celebration of musical diversity. These formats reaffirm our stronghold in non-fiction and help bring in new audiences beyond core fiction viewers. Ganesh Kartikey is a large-scale mythological drama that brings devotion and spectacle together with modern production values.
On Sab we are looking forward to Uff Yeh Love Hai Mushkil, a light-hearted exploration of modern relationships, and Itti Si Khushi, which is based on an internationally acclaimed format and has been adapted with emotional depth and local insight.
These are not just new launches. They are shows built with the intention to become long-term anchors within our GEC universe. Whether through cultural resonance, emotional engagement, or mass appeal, each of these titles strengthens our ability to deliver content that is fresh, meaningful, and built to last.
On whether the industry gives SPNI’s GEC cluster enough credit and whether it is it time to reframe the narrative around the network’s category leadership.
Ajay Balwankar & Nachiket Pantvaidya: We believe the time has come to reframe the narrative. The performance of SPNI’s GEC cluster speaks for itself, yet the industry conversation has not fully caught up with the facts.
SET has climbed to the number four position in key HSM markets, overtaking Zee TV, which is a significant shift. SAB has consistently delivered the highest GRPs post-Covid and ranked number one across multiple weeks in the HSM Urban 2+ segment. Our market share in HGEC in FY25 has risen to 31.2 percent, even as the genre experienced a decline.
The metrics are clear, and the momentum is real. What needs to evolve now is the perception. It is time to recognise SPNI’s GEC cluster not as a quiet contender, but as a consistent leader in both reach and relevance.
