GECs
Zee TV changes gear, to target 25+
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MUMBAI: Zee TV is pushing for a younger and contemporary look. Stuck with a 35-plus image, the channel is positioning its shows with an eye on the 25-plus target audience. Astitva — Ek Prem Kahani, for instance, will take a leap of 18 years to lure in younger audiences. Same is the case with another primetime soap Piya Ka Ghar. Kareena Kareena, on the other hand, will have its lead character appearing in trendy outfits, sporting a modern look 14 March onwards. |
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It is not only on the content front that Zee is consciously leading this drive. The design and feel of the channel is also undergoing change. “Zee will be getting a more contemporary look as far as the design is concerned. In the programming front, we are going for an image make-over for some of our shows by introducing new generation characters in the storyline. Our future shows will be in line with this strategy,” says Zee TV president Abhijit Saxena. 
How did Zee arrive at the conclusion that the channel needed a younger look? “Looking at the TAM analysis, we found out that Zee TV has a skew towards the 35+ segment. We feel we will have an edge by going younger,” he says. Even Zee’s long-running musical shows Antakshari and Sare Ga Ma Pa have been refurbished with new formats and new sets. |
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The new strategy will extend to telefilms which Zee TV plans to telecast on weekend slots starting May. “Even our telefilms’ will have themes that will have storylines keeping youngsters in mind,” says Saxena. |
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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.
