GECs
Eros Now inks content acquisition deal with Pakistan’s Hum TV
MUMBAI: Eros Now has inked an exclusive content acquisition deal with Pakistan’s on air and digital content company, Hum TV.
The deal gives Eros Now users access to Hum TV’s entire library, including the current shows at no extra subscription cost. The deal also gives Eros Now subscribers in India an exclusive opportunity to view the content 48 hours prior to its telecast on any other platform.
Hum TV is a 24-hour entertainment TV channel in Pakistan, which provides programming across a wide spectrum of genres. Eros Now users will be privy to some of Hum TV’s television shows like Zindagi Gulzar Hai, Humsafar and Dastaan.
Eros Now CEO Rishika Lulla Singh said, “We are extremely happy to introduce Pakistan’s popular soaps to a new digital generation of South Asians globally and add to our roster of content. The partnership with a leading channel like Hum will give our subscribers an opportunity to view the much sought after and varied Pakistani content.”
Hum Network president Sultana Siddiqui added, “This association enables us in reaching out and providing some of our best Pakistani content to millions of keen internet users across the globe.”
MUMBAI: Lights, camera… connection because this time, the game isn’t just about winning, it’s about who’s with you. Sony Pictures Networks India is gearing up to launch a new reality game show, Tum Ho Naa, expanding its unscripted slate with a format that promises both emotion and engagement.
The show will premiere soon on Sony Entertainment Television and stream on Sony LIV, with Rajeev Khandelwal stepping in as host. Known for his measured screen presence and selective choices, Khandelwal’s return to television adds a layer of familiarity and credibility to the upcoming format.
While specific details of the gameplay remain under wraps, the positioning suggests a reality format that leans as much on emotional resonance as it does on competition, an increasingly popular blend in Indian television, where audiences are gravitating towards content that offers both stakes and storytelling.
Khandelwal, reflecting on his return, noted that his choices have often been guided by instinct rather than convention, describing Tum Ho Naa as a project that feels “close to the heart”. His association also signals Sony’s continued focus on anchoring new formats with recognisable faces who bring both relatability and depth.
The launch comes at a time when broadcasters are doubling down on original non-fiction formats to drive appointment viewing, even as digital platforms expand parallel reach. By placing the show across both linear television and OTT, Sony appears to be aiming for a dual-audience strategy capturing traditional viewers while engaging digital-first consumers.
As the countdown to premiere begins, Tum Ho Naa positions itself not just as another game show, but as a reminder that sometimes, the biggest prize on screen isn’t the jackpot, it’s the journey shared along the way.
