News Broadcasting
Zee TV banks on religious serials to revive flagging viewership
When Zee TV announced its relaunch in August group broadcast CEO Sandeep Goyal had stated that what the Indian viewer wanted in the shows that she/he would like to watch were exotic overseas locations, other marital relationships, music-based shows, tangled love stories and interactive show formats.
All the 24 shows that were launched at the time incorporated one or more of the above factors.
That formula fell flat and now Zee is hoping that two heavy-duty mythological shows that it is launching today will be showered with blessings from viewers who have hitherto been ignoring its programming initiatives.
Jai Santoshi Maa is a half-hour programme airing at 8 pm, while Mahabharat produced by film actor Sanjay Khan’s Numero Uno productions is a one-hour show going on air at 10 pm. The strategy: capitalise on Jai Santoshi Maa worshippers on Fridays and create a tune-in viewership for the expensive programme Mahabharat.
Industry sources confirmed that the per episode cost of Mahabharat is Rs 1.4 million, which indicates that Zee is sparing no expense to offer a new age series. Additionally, it is using religion – which is close to most Indian’s hearts – as a tool of programming differentiation. And it is being innovative about the time that it is dishing out the religious fare: Friday evenings and prime time.
Its chief rivals – market leader Star and No 2 Sony – are at loggerheads on Fridays with similar programming genres. Both the channels have game shows in the 8 PM slot culminating in a thriller at the 10:30 – 11 PM slot.
Zee TV on its part has also taken to off-air promotions in the form of road shows with vehicles carrying the cast of characters from the series beating the streets. Hoardings, ads in the print media and an internet promotion with indiatimes.com, are some of the devices it is using to tease viewers to sample its mythological programmes.
Now it’s up to viewers to fall in line. Are you listening, King Viewer?
News Broadcasting
Kamlesh Singh receives Haldi Ghati Award from MMCF
India Today Group editor honoured for three decades of journalism at Udaipur ceremony.
MUMBAI- Kamlesh Singh just turned a lifetime of sharp words into a shiny shield because when journalism wakes up a society, even the Maharana of Mewar wants to pin a medal on it.
The Maharana of Mewar Charitable Foundation (MMCF) conferred its prestigious Haldi Ghati Award on Kamlesh Singh, a senior editor at the India Today Group, during a ceremony in Udaipur on 15 March 2026. The national award, instituted in 1981-82, recognises “work of permanent value that initiates an awakening in society through the medium of journalism.”
Singh, who leads several editorial initiatives including Aaj Tak Radio, the Teen Taal community and The Lallantop, was presented the honour by Lakshyaraj Singh Mewar, Managing Trustee of MMCF. The citation highlighted his three decades of contributions to Indian media, innovations in digital journalism, mentoring young reporters, and his popular podcast persona “Tau” on Teen Taal, which fosters thoughtful public discourse.
The Haldi Ghati Award, named after the historic Battle of Haldighati symbolising valour and resilience, is one of four national awards given annually by MMCF. Past recipients include Tavleen Singh, Piyush Pandey and Raj Chengappa.
Other honourees this year included Padma Vibhushan Pt Hari Prasad Chaurasia, Vedamurti Devvrat Rekhe, Treeman of India Marimuthu Yoganathan, Vir Chakra Capt Rizwan Malik, and US-based researcher Molly Emma Aitken, who received the Colonel James Tod Award for contributions to understanding Mewar’s spirit and values.
In an era where headlines often shout louder than substance, the MMCF quietly reminded everyone that real journalism isn’t about noise, it’s about the quiet, persistent work that stirs society awake, one thoughtful story at a time.
