GECs
Star, Zee, Sony launching a new show each next week
MUMBAI: It’s raining new shows. Next week will see new releases from The Big Three Hindi entertainment broadcasters, Star, Sony and Zee
And in three different genres that too so the channel surfer with his finger on the remote has some fresh fare to look forward to. On Zee is a daily soap, Aati Rahengi Baharein, on Star there is a new weekly comedy Kichdi while on Sony viewers will get a first taste of the Indian version of the Russian Roulette – Bachke Rehnaa – a weekly game show.
Launching on Monday (9 September), Aati Rahengi Baharein, produced by Cinevistaas and Kaarnik Productions will air Monday to Friday on Zee in the 8:30 pm slot. According to the official release, Aati Rahengi Baharein is the story of an unselfish friendship and emotional bonding that exists between lead protagonist Dr Amar Sanghani, from a typical Gujarati family who runs a garment business, Paddy and Milind, both of whom are from very different social backgrounds.
Aati Rahengi Baharein has been pitched against Star Plus’ hit soap Kasauti Zindagi Kay.
Khichdi is a weekly sitcom and has been produced by Hats Off Production and UTV for Star Plus. It starts on Tuesday (10 September) and replaces Kalash from hit soap factory Balaji at 8 pm.
Khichdi, as the name suggests, is billed to be a concoction of characters and their emotions, idiosyncracies, likes, dislikes, all done to imperfection in a melting pot, their home. It tells the story of an upper middle class family, living in the past. The world has gone ahead, but they seem stuck in a time-warp.
And treading in true Balaji terrain, the Parekhs as they are known, are the ideal example of a Hindu undivided joint family. The serial thrives on the wicked side of human beings. Khichdis cast comprises Dina Pathak, Anang Desai, Rajeev Mehta, Supriya Pathak and Vandana Pathak. Khichdi is a concoction of lovable characters and attempts to look at the lighter side of the absurd yet magic creature called Man.
The serial has been written and directed by Gujarati theatres noted Aatish Kapadia and Jamnadas Majethia (of Hats Off).
Bachke Rehnaa, a weekly game show and hosted by Mohnish Behl is also starting on Sony at 8 pm on Monday (9 September).
GECs
Pocket FM partners with Indian Open Pickleball 2026
Audio platform joins forces with major tournament to engage young fans.
MUMBAI: Pocket FM just served up a perfect partnership because when audio storytelling meets pickleball’s fast-paced rallies, even the sidelines start listening. Pocket FM, the world’s largest audio series platform, has announced a strategic partnership with Indian Open 2026, one of India’s biggest pickleball tournaments organised by Global Sports in Hyderabad in association with Pickl’Out and Crosscourts Sports Club.
The collaboration brings Pocket FM’s immersive storytelling to one of the fastest-growing emerging sports in India. Pickleball, known for its accessibility, energy and strong community appeal, is rapidly attracting younger, digitally savvy audiences making it an ideal platform for Pocket FM to deepen its cultural relevance.
Under the partnership, Pocket FM will enjoy extensive on-ground and digital visibility throughout the tournament, which begins on 1 April 2026. This includes centre court branding, venue-wide presence, presenting rights for select matches, player lounge branding, team jersey integration, and strong integration across live streaming and social media.
Pocket FM, SVP and global head for brand marketing and partnerships Vineet Singh said, “Pickleball is building a strong connection with young and engaged audiences in India. This partnership allows us to connect with people in a meaningful way through strong on-ground presence and digital visibility.”
Global Sports and Indian Open 2026, founder Hemal Jain added, “Partnering with Pocket FM adds an exciting new dimension to the experience. As a brand that has built deep resonance with young audiences, Pocket FM is a strong fit for the energy and ambition of this tournament.”
The move reflects Pocket FM’s continued strategy of aligning with emerging passion points and building deeper engagement with communities driven by competition and shared experiences.
In a country where sports and stories often collide, Pocket FM isn’t just sponsoring a tournament, it’s turning every rally into a narrative, proving that the best audio moments sometimes happen when the paddle meets the ball.
