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
Vikram and Ajinkya Gandhe win Masterchef India season finale
Chef Sanjeev Kapoor joins judges for emotional MasterChef finale
MUMBAI: The latest season of MasterChef India concluded on a high note, with brothers Vikram Gandhe and Ajinkya Gandhe crowned winners in the grand finale aired on Sony Entertainment Television.
The duo from Nagpur lifted the coveted trophy and donned the show’s signature golden apron after a season that celebrated India’s diverse culinary traditions under the theme “Pride of India”.
This edition of the popular cooking reality show introduced a new jodi format, with 50 pairs from across the country competing in the Masterchef kitchen. Contestants brought personal stories, regional flavours and family bonds to the competition.
The grand finale featured the final three pairs: Vikram and Ajinkya Gandhe (brothers), Saisree and Chanda (mother and daughter), and Anju and Manju (sisters).
The finale was attended by celebrity chef Sanjeev Kapoor, who joined the show’s judging panel comprising Vikas Khanna, Ranveer Brar and Kunal Kapur.
Kapoor said the show has long served as a platform to celebrate India’s rich culinary heritage and provide passionate home cooks with a national stage. He noted that the current season reflected a confident India that takes pride in its roots while embracing new culinary ideas.
Judge Vikas Khanna said the contestants’ journeys and the memories created during the season would remain with the team long after the show’s conclusion. Ranveer Brar described the show as a family that continues to grow with every season, while Kunal Kapur praised the contestants’ creativity and determination.
With the finale now concluded, the latest season of MasterChef India once again highlighted how food can reflect identity, heritage and storytelling, inspiring home cooks across the country to pursue their culinary ambitions.
