GECs
Networks like ZEE have successfully upheld linear TV’s relevance by focusing on family-oriented programming: Ashish Sehgal
Mumbai: ZEE Network unveiled its latest campaign, ‘Dilfluencers’, celebrating the connection its beloved TV characters share with audiences across Bharat. Far beyond the fleeting appeal of social media influencers, ZEE’s characters have become steadfast companions to millions, touching hearts and inspiring lives every single day.
The campaign is rooted in the message of #SachTohYehiHai, emphasizing the authenticity and deep emotional resonance these characters have cultivated since ZEE’s inception in 1992.
ZEE’s characters have become symbols of resilience, empowerment, and hope. Today, they stand as a daily presence in the lives of 174 million viewers, shaping conversations and fostering connections that go far beyond the screen.
The ‘Dilfluencers’ campaign also presents a unique opportunity for brands to harness the deep-rooted trust and authenticity these characters command. Unlike transient social media trends, ZEE’s characters are woven into the fabric of everyday life, offering brands an avenue to create meaningful and enduring connections with audiences.
On traditional TV continuing to remain relevant in India despite the digital boom, ZEE chief growth officer, digital & broadcast revenue, Ashish Sehgal said, “Linear TV continues to play a vital role in the modern media landscape, even as digital and connected TV platforms grow in prominence. Its mass reach remains unparalleled, drawing over 100 million viewers daily—a scale that digital platforms often find challenging to replicate for a single piece of content.
One of linear TV’s defining characteristics is its ability to provide a shared experience through appointment viewing. Audiences come together at specific times to watch popular shows, fostering communal moments with family and friends that are less common in the fragmented world of digital media. Additionally, linear TV excels at creating emotional connections with viewers, making it an ideal platform for building impactful brand narratives and delivering memorable advertising campaigns.”
On the question of innovating, he further opined, “To stay competitive, linear TV must continuously innovate and produce high-quality, engaging content that keeps audiences invested. The rise of Smart and connected TVs has further enhanced the traditional viewing experience, offering seamless integration of digital content with linear programming. Rather than replacing linear TV, these advancements complement its offerings, broadening its appeal and strengthening its ability to engage viewers.
Networks like ZEE have successfully upheld linear TV’s relevance by focusing on family-oriented programming that resonates with diverse audiences, fostering loyalty across demographics. While digital platforms continue to evolve, linear TV remains a key medium due to its extensive reach, emotional resonance, and capacity to create shared viewing experiences. The integration of digital features into traditional TV formats underscores its adaptability and enduring importance in the media ecosystem,” he concludes.
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.
