GECs
Zee Entertainment revives content brand ‘Zindagi’ on ZEE5
MUMBAI: ZEE Entertainment is bringing back its content brand Zindagi on its digital entertainment platform ZEE5. This will include premium content with a global appeal.
Zindagi was originally a TV channel launched in 2014 by the Zee network, which showed Pakistani and Turkish dramas. However, due to political reasons, the channel had to shut in 2017 and the brand moved online.
This time, Zindagi is returning with its original content library as well as fresh new shows which will be thought provoking, with a bold multicultural narrative.
Zee, ZEE5 global and international broadcast business CEO Amit Goenka said, “Zee’s strength has always been in its ability to narrate unique stories, to connect with billions of audiences worldwide, and to offer different genres of content. Zindagi has always been appreciated for its premium content offering and culturally rich stories from across the globe, which are far more attuned to the digital audience sensibilities. Zindagi’s universal content has a very strong appeal, and we are excited to offer this rich and engaging content library to the users of ZEE5, in India and across the world. We also understand that the viewers’ needs are diverse and therefore we have a compelling content catalogue from Zindagi, which encapsulates a universality of emotions. We stay committed to offering an extraordinary entertainment experience to our consumers across multiple touchpoints, and we are sure that our viewers will once again embrace this widely acclaimed brand on our platform.”
Zindagi will offer a myriad mix of shows that are global in nature, ranging from family dramas to romance including Shehr-E-Zaat, Aunn Zara, Badi Aapa, Mastana Mahi, Main Abdul Qadir Hun, Noorpur Ki Rani and many other such realistic stories which are customised as per the tastes and preferences of the global audiences. This eclectic mix of curated shows, featuring 1000+ hours of meaningful content, will be available for the global audiences on ZEE5. These shows were originally shown on Zindagi TV as well.
With a promise of ‘Zindagi Mil ke Jiyenge’, the brand reinforces its commitment to live up to its legacy of bringing forth multi-cultural narratives that resonate with the audiences. The brand philosophy is a reflection of its belief that art knows no nation, boundary or religion.
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.
