GECs
‘Saas Bahu aur Saazish’ captures No. 1 slot in afternoon band
MUMBAI: Star News’ recently launched show Saas Bahu aur Saazish has gained immense popularity with the viewers and has figured as the No. 1 show in the 2.30 pm time-slot, according to Tam ratings.
This unique show targeted at housewives captures all the excitement and news of popular serials across channels and the tele-world. It not only looks at the twists and turns of the ‘Kyunki kahanis’ or what Jassi could be up to next but also delves into the lives of television celebrities.
Commenting on the popularity of Saas Bahu aur Saazish, Star News brand director Keertan Adyanthaya said, “The show’s soaring popularity is testimony to our effort at introducing innovation in programming. And this has helped us expand our viewer ship base by brining in traditionally non-news viewing audiences into our fold.”
Saas Bahu aur Saazish has propelled the channel share of Star News in its time-slot, recording a whopping 90 per cent growth from 0.6 (week 36 – 41 average) to 1.1 (week 42-47 average) in the C&S 15+ HSM category. Saas Bahu aur Saazish now leads in the 2.30 pm slot with a market share of 27 per cent (week- 44 – 47 average, C&S, 15+, HSM), ahead of its nearest competitor Aaj Tak (20 per cent). In the C&S 15+ Female, HSM category Saas Bahu aur Saazish is further ahead at 32 per cent with Aaj Tak coming in second at 20 per cent.
A look at the pre-launch and post launch six week average channel shares amongst the 15+, Female, HSM category shows Star News’ share has gone up from 0.4 (week 36 – 41 average) to around 1.2 (week 42-47 average) in that time slot, which is a whopping 200 per cent growth, way ahead of its nearest competitor. This displays how the new offering has been successful in bringing traditionally non-news viewing audiences into its fold.
Saas Bahu aur Saazish telecasts at 2.30 p.m. from Monday to Friday with repeats at 6.30 p.m. (Monday to Friday) and at 11.30 a.m. (Tuesday to Saturday).
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.
