GECs
Life OK to launch ‘Bhatak Lena Baware’
MUMBAI: Two and a half years ago, Star India decided to turn around one of its older channels and give it a fresh new look and feel. Result: Star One was reborn as Life OK. Two years down the line, Life OK is giving others of its ilk a run for their TRPs, with shows like Savdhaan India and Devon Ke Dev Mahadev in its kitty.
In keeping with its tradition of ‘differentiated content’, the channel is now all set for the launch of another show titled Bhatak Lena Baware at the end of May.
Sunshine Productions of Na Bole Tum Na Maine Kuch Kaha and The Buddy Project fame, Bhatak Lena Baware, is the love story of a singer and a theatre director cum lyricist from Lucknow. It tells the tale of two different people drawn to each other and how that changes at least one of them. “It is a completely fresh love story with lots of surprises. It is not your regular love story that people are used to watching,” says a source close to the show.
Screen writer-lyricist Neelesh Misra of Barfi and Ek Tha Tiger fame has conceptualized the show while Seema and Sudhir Sharma have developed it further. “We are through with the Lucknow schedule and have started shooting in Mumbai at Filmcity,” says Sudhir Sharma.
Shooting started a month ago and three to four episodes have already been canned. The makers want to create a bank of 10 to 12 episodes before launching the show.
Life OK content head Aniruddh Pathak believes that it is a very GEC friendly concept. “Keeping in mind the channel’s agenda of showcasing differentiated content to audiences, we are back with a simple love story but in a different manner.”
He further adds: “You see love stories on every show, but how to make this one different from other offerings was a task. The show is about a small town love story in a realistic zone and a strong narrative. We have got on-board Neelesh Misra who is the co-creator will act as a narrator for the show.”
Pathak reveals that the planning of the show was started five months back. He further said that the channel is planning to make its presence in the comedy genre as well. “We want to do serious comedy and with so many shows already ruling the roost, we really have to work hard on the concept. We are working on it and will have a clear picture in sometime,” Pathak signs off.
In all likelihood, the new show will occupy primetime, reveals the source.
GECs
Zee tops fiction charts across six languages with strong show lineup
Broadcaster secures nearly half of top 10 spots as fiction strategy pays off
MUMBAI: Fiction is proving to be Zee Entertainment Enterprises Ltd’s winning script. The broadcaster has emerged as the dominant force in television fiction, occupying an average of five spots in the top 10 charts across six major language markets.
Across Hindi (Pay), Marathi, Bangla, Odia, Kannada and Telugu general entertainment channels, the company commands a 48 per cent share of the top 10 fiction rankings, according to BARC data for weeks four to seven of 2026 among urban audiences aged 15 and above.
The strong showing reflects the company’s renewed focus on storytelling driven by cultural insight and local relevance. With family viewing still centred around prime time, Zee continues to attract more than 20 per cent viewership share across genres in this high engagement window, outperforming competitors.
Zee Entertainment Enterprises Ltd, chief content officer Raghavendra Hunsur, said the results underline the effectiveness of the company’s sharply defined multilingual content strategy.
“The achievement is a firm testament to our content strategy across languages, which is clearly resonating with viewers,” Hunsur said. “Fiction shows remain the heart of entertainment. We will continue building both fiction and non fiction offerings that are authentic, engaging and rooted in local storytelling.”
The company’s Hindi flagship channel Zee TV has placed four relatively new launches among the top 10 shows in the Hindi Pay GEC category. These include Tumm Se Tumm Tak, Ganga Mai Ki Betiyan, Vasudha and Lakshmi Nivas, all introduced within the past 18 months.
Regional markets are delivering equally strong performances. Zee Marathi has recorded a 470 basis point rise in market share to 34.7 per cent in January 2026 compared with January 2025. Four of its shows, Kamli, Taarini, Veen Doghatli Hi Tutena and Lakshmi Nivas, feature among the top 10 in the Marathi GEC genre.
In eastern India, Zee Bangla has reclaimed leadership in the Bangla GEC segment in week seven of 2026, driven by five shows in the top 10 including Parineeta, Taare Dhori Dhori Mone Kori, Jowar Bhata, Amader Dadamoni and Chirodini Tumi Je Amar. The top ranked show Parineeta draws inspiration from Gen Z insights, reflecting changing audience sensibilities.
Zee Sarthak continues its five year leadership streak in the Odia GEC space with shows such as Sathi Sata Janmara, Suna Jhia, Tu Khara Mu Chhai, Tuma Bina and Bhagya Rekha occupying the top positions.
In the south, Zee Kannada maintains its long standing dominance, leading the Kannada GEC market for seven consecutive years. Seven fiction titles including Karna, Lakshmi Nivasa, Annayya, Amruthadhaare, Naa Ninna Bidalaare, Adi Lakshmi Purana and Brahmagantu form the top 7 shows in the category.
Zee Telugu is also gaining ground, emerging as the biggest channel across genres in Hyderabad while strengthening its position in the Telugu GEC segment across Andhra Pradesh and Telangana. Shows such as Jagadhatri, Meghasandesam, Jayam and Chamanthi occupy four of the top 10 spots.
With its regional channels gaining traction, Zee says it will continue sharpening its content playbook, focusing on stories that reflect everyday lives while tapping into evolving viewer preferences across markets.
