GECs
Zee ‘Cinestar Ki Khoj’ attempts to woo Hindi heartland?
MUMBAI: ‘Back to the old world charm’. Thats the new buzzword for Zee. When Subhash Chandras flagship channel launched it mega talent hunt- Cinestar Ki Khoj, the initial responses wavered between an OK attempt to plain indifference. The response didnt ruffle them; instead the channel worked steadily towards build up its grass-root reach.
The attempt, they claim, has even helped them to inch their way into the top 100 programmes in all C&S 4+ households.In a press conference held in Mumbai, at the J W Marriott Hotel, the channel introduced the chosen 32 to the media. Decked to perfection, the chosen few strutted their asset and introduced themselves to the press. But it wasnt their designer outfits or their picture perfect faces that were memorable; instead it was the small time town charm that appealed. It is exactly the response, one would assume, that the channel wants.
While the city rounds of the talent hunt is done with, in comes the big countdown to the grand finale Indias Best. Starting 27 September, the reality shows Bollywood Dreams- The making of a Cinestar, will coincide with the change in the programming matrix. Pitted against the one of the Star Plus big gun Kahaani Ghar Ghar Kii, the reality show will push out the channels non-starter thriller Tamanna House. In addition to that there will be special aired in the weekend slot.
The talent hunt will be, hence forth, divided into two phases. First is the behind-the scene action and second is the contest. With this contest we are looking at building up the interactivity, said Corporate Brand Development Groups vice-president Ashish Kaul. We have for the first time utilised the instant SMS reach. The volatile popularity chart will be placed as a bug on the channel during the telecast, which will give the correct picture of the popularity of the contestants. Its going to be a complete public opinion round, he added.
In addition to that, Kaul also informed that they would be looking at building up the weekends as the reality show franchises. Close on the heels of Indias Bests finale, the channel is looking at launching its business reality show- Business Baazigar the next big entrepreneur reality show. All that in addition to the roll out of over 8-10 new shows over the next quarter.
Zee ka magic chalega kya? May be that calls for yet another reality show.
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.
