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Zee Smile: Completing the curve

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 The second of a three-part special series examining the three main channels that now constitute Subhash Chandra‘s Hindi entertainment play, we examine Zee Smile…

Early this year, when this correspondent sought an appointment with Zee Smile business head Nitin Vaidya to do a progress report on Zee‘s fun channel, the response was not very encouraging. The refusal came with the apology that the channel is not yet ready to ‘smile‘.

The wait ended in May when Zee Smile snatched the microphone and announced to the world it had arrived. The claim, made in the first half of May, was for a grin‘ful‘ 44 GRP channel share. This time Vaidya was all ready to talk, though his genuine humility made him say, “We are not at all satisfied. We have a long way to go.”

Though no figures are available, the channel is currently on a re-launch mode, spending heavily on production and promotion. This is, after it worked out — to an extent — distribution headaches. Vaidya says the connectivity issues, which forced the channel to remain passive for almost a year, have been sorted out now.

“Distribution-wise, we are banking on the strong market equity of our distribution bouquet Zee Turner. The good performance Zee Smile delivered in recent times has convinced the cable networks,” he says.

As part of the re-launch exercise, Zee has started seriously selling the channel. “Selling has just begun. We have started getting very good response from the advertisers and buying is now happening. We have been approached by various prominent players,” Vaidya asserts.
Speaking about the channel positioning, Vaidya says it targets all TGs and there is no segregation in terms of SECs either. “We are not going to confuse audiences with genres. Anything that attracts eyeballs will be there,” he says. ‘A feel-good channel for all in the family‘ is how Vaidya describes Zee Smile.
“Our plan is to move away from tearjerkers. Through various studies, we have reached this conclusion that viewers look forward to tension-free shows on television after a hard day‘s work. So our effort is to provide him fun and entertainment throughout,” says Vaidya.

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Channel Age groups Sex ratio
4-14 yrs 15-24 yrs 25-34 yrs 35 yrs + Female Male
Zee Smile 23 28 19 30 44 56
Sab TV 18 25 17 40 43 57
Source: Tam TG: CS4 years+ HSM Period: 29/5/05 to 04/6/05

Apart from sitcoms, Zee Smile will air other entertainment properties such as game shows and music shows in a bid to entertain people in a positive way, minus tear-jerkers and other tensions that abound in serials on other channels. The channel is planning to pick up some globally accepted comic formats. The talks have already been initiated.
“We are in talks with various agencies to acquire successful global as well as Indian formats. Discussions with various prominent producers are also on,” says Vaidya.
Will all this cheerfulness win over audiences? Before it kicked off its new launches, Zee Smile activated an extensive promotional campaign in May. The marketing initiatives have taken care of the channel‘s positioning as a feel-good channel for the fun-loving crowd.
The channel formed marketing tie-ups with Barista, which is essentially a youth hangout, and retail outlet major Big Bazaar to boost visibility. Colleges too are being targeted for on-ground events. The channel has also started advertising in theatres now.
Zee Smile kicked off its promotional campaign in early May. The first phase of the campaign projected Zee Smile as various products such as pain reliever, beauty cream and energy drinks. The attempt was to position the channel as an alternative that can get rid of worries. The channel is being cross promoted on the network as well. Smile has also produced two brand films which are currently running across the network.

The second phase of the campaign relies mainly on the new launches. After acquiring popular Doordarshan shows, including Nukkad, Wagle ki Duniya and Wilayatee Babu, in April, the channel launched three new programmes — Fifty-Fifty, Home Sweet Home and Bechara Big B — in May.

Within two months, the complete FPC of the channel will undergo a change. The primetime line up will have fresh shows. This month, it is launching the Ravi Rai-directed soap Fool too Paagal Hai while there are three new shows planned for August.
With direct competitor Sab TV getting ready for some serious fun under its new mentor Sony Entertainment Television, it was necessary for Zee Smile to create a buzz in the market, reminding audiences about its presence. That has been achieved and the next round of the battle will be fought in the TRP ring. Vaidya is confident: “It required Ramayana and Mahabharata to prove the worth of Sundays on Indian television. So you need brave experiments to re-write the market formula and we are exactly doing that,” he quips.

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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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