GECs
Zee TV begins test signals for encrypted beam for Middle East, Pakistan, Bangladesh, Nepal
Subhash Chandra’s Zee Network’s plans to launch a separate encrypted beam for markets in the Middle East, Pakistan, Bangladesh and Nepal under the Zee International banner finally took off today with a technical launch.
This is to be followed by a formal launch in the Middle East by the beginning of May, in Bangladesh by the middle of May and in Pakistan as soon as cable operators are allowed to receive channels from Indian channels.
The Zee International beam can be configured to take advantage of the prime time in the Middle East and South Asia, with the intent of providing customised programming.
Zee International channel will open up markets for their full advertising potential and for enhanced pay revenues. Till now, Zee TV has been accepting advertising from these markets only in its late prime (post 11 pm) time slots. The separate beam will help Zee TV monetise all 24 hrs of its programming for airtime slots from these markets.
Currently most advertisers in these markets do not advertise on Indian channels because:
* Advertising rates in India are much higher, especially during prime time.
* India’s prime time is 1/2 hour behind Bangladesh, Nepal and Pakistan and 1 hrs ahead of Middle East.
This means that advertisers in these markets do not derive maximal benefit by advertising on the top-rated programmes on India prime time.
Zee TV went pay in all these markets in June 2001. The separate new beam will not have any effect on the current decoder boxes already in place in these markets and will only require a quick one-time retuning of frequencies.
The separate beam allows Zee TV to tailor content to coincide with prime time in different markets while concurrently valuating airtime inventory at locally relevant and competitively attractive rates.
Says Sandeep Goyal, Group CEO, Zee Telefilms: “As we had announced earlier, we are now ready to launch the Zee TV International beam. We have already started getting immense response from advertisers in the Middle East market, with clients taking up sponsorship of programmes like Jeena Isi Ka Naam Hai, Nilaam Ghar, Kohi Apna Sa, etc. We may not be able to offer the channel in Pakistan till the time the market opens up. However, we are already in the process of offering the same channel in Bangladesh and will soon start tapping the local advertising market there.”
The channel will consider some content customization of the beam. Market relevant programming in Bangla, Punjabi and Urdu will be added to cater to viewers in Bangladesh and Pakistan. Similarly, Zee TV may, at a future date, enhance some of the movie content on this beam, as Indian movies have a high fan following in all these markets. Zee has a 3000+ strong movie library while Bangla and Punjabi content may be cherry picked from its Alpha Channels.
S’PORE GOVERNMENT CORP’S STAKE IN ZEE 5.11 %:
The Government of Singapore Investment Corporation’s holding in Zee Telefilms has crossed the 5 per cent mark and now stands at 5.11 per cent of the total paid up capital of the company.
This has been a creeping acquisition by Singapore Investment and Zee made the mandatory announcement on the Bombay Stock Exchange yesterday.
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.
