GECs
Bullish Zee Smile(s) unveils shows, campaigns
MUMBAI: Presently, Zee Smile is sporting a grin. What has buoyed the fun and entertainment channel is some good news on the ratings front. The channel claims that its GRPs went as high as 44 in the first half of May.
Almost after a year of its launch, Zee Smile feels time is ripe to create some buzz with new shows and marketing initiatives now that connectivity issues have been sorted out.
According to Zee Smile business head Nitin Vaidya, “Connectivity issues are Zee Smile’s past, while new shows are the channel’s present. We are trying to make the future brighter.”
Whats more, Vaidya stresses on the channel’s positioning as a mass general entertainment channel. “We are getting more aggressive. This is not just a comedy channel anymore as Zee Smile is competing with mass general entertainment channels, he adds.
Apart from comedy soaps, Zee Smile will air game shows as well in a bid to entertain people in a positive way, minus tear-jerkers and other tensions that abound in serials on other channels.
That the time has come for Zee Smile to have some serious fun is apparent from what Zee Telefilms CEO Pradeep Guha told Indiantelevision.com last month. “Because of some connectivity issues, the channel wasn’t properly marketed. Since it has now scored something like 44 GRPs, we decided to end our silence and launch marketing initiatives,” he had said.
The marketing initiatives launched 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 Smile TV as various products such as pain reliever, beauty cream and energy drinks.
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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. Within two months, the complete FPC of Zee Smile will undergo a change. The primetime line up will have fresh shows.
After acquiring popular Doordarshan shows, including Nukkad, Wagle ki Duniya and Wilayatee Babu, on board in April, the channel launched three new programmes in May. The channel will be launching three shows in each month of June and July.
Some of the shows Zee Smile recently launched include Fifty-Fifty, Home Sweet Home and Bechara Big B. An important property coming from the channel in June is the Ravi Rai-directed soap Haste Haste Kat Jaye Raaste.
GECs
Asianet Television Awards 2026 celebrates women power in Malayalam TV
“She is the Colour” theme honours icons as ceremony airs on March 14 and 15 at 7 PM.
MUMBAI: If television lights up living rooms, this year Asianet decided to let women provide the colour. The Asianet Television Awards 2026 turned the spotlight firmly on women empowerment with the theme “She is the Colour”, celebrating the strength, resilience and achievements of women who continue to shape society and the Malayalam entertainment industry.
The ceremony honoured several distinguished personalities whose journeys have left a lasting cultural imprint. Among them was legendary playback singer Vimala Varma, widely recognised as the first Malayalam playback singer. The evening also paid tribute to Padma Shri awardees Devaki Amma and Vimala Menon for their exceptional contributions in their respective fields.
Leading women from the Malayalam film industry were also recognised during the event, including actor Shweta Menon, who currently serves as president of the Association of Malayalam Movie Artists, and National Award winning actor Surabhi Lakshmi.
The awards ceremony brought together a glittering lineup of actors and industry figures, including Jayasurya, Vijay Babu, Asha Sarath, Lena, Esther Anil, Anumol, Akhila Bhargavan, Sarayu Mohan, Prajod Kalabhavan, Gayathri Suresh, Sabumon Abdusamad, Swasika, Tini Tom, Sijoy Varghese, Kailash, Veena Nandakumar, Sabareesh Varma, Ansiba Hassan and Dinesh Prabhakar. Kishan Kumar, executive vice president Malayalam at JioStar, was also present at the event.
Beyond individual recognitions, the awards celebrated excellence across Malayalam television, acknowledging artists and technicians whose work continues to drive the industry forward.
The evening also offered plenty of spectacle, with elaborate dance performances, stunt acts and comedy skits performed by popular television and film personalities, turning the ceremony into a full fledged entertainment showcase.
Viewers will get to watch the celebrations when the Asianet Television Awards 2026 air on Asianet on March 14 and 15, Saturday and Sunday, from 7 pm onwards, bringing the star studded tribute to homes across Kerala and beyond.
