GECs
Mastiii claims to give better cost vs RoI for advertisers
MUMBAI: Mastiii has emerged as the topper in BARC week 24 and 25. Now, it is taking forth to advertisers its viewership strength claimed to be 238 million with Mastiii super prime time.’ This move claims to bring a more Cost vs ROI-conscious approach for advertisers.
SABgroup CEO Manav Dhanda revealed, “97% of the Mastiii super prime time audience is also viewing Hindi GEC.” He claimed that their prime time was better than several prime time shows of some Hindi GECs.
“The music genre reaches out to over 406 million viewers on an average monthly basis of which Mastiii commands 59 per cent share in the 2+ segment making it an important part of advertisers’ brand marketing portfolio,” he said.
“Audience loyalty makes Mastiii slot of 8:30am to 10:30am a great opportunity for targeted advertising, along with their other high-reach mix of TV channels,” Dhanda added.
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.
