Zee TV scripts a stellar surge in primetime power

MUMBAI: Zee TV has proved that good stories travel fast and ratings travel faster. The channel has hit a three-year high with a 14.7 per cent urban market share in Q2FY26, powered by a refreshed content slate packed with emotion, ambition and sweeping family drama.

Backed by Zee Entertainment Enterprises Ltd, the flagship Hindi GEC now leads all general entertainment channels across Pay and FTA in core primetime. Its winning streak continues in the Pay Hindi GEC genre, where it commands a 40 per cent share of the top ten shows, thanks to the strong debuts of four new fiction titles.

The line-up of Tumm Se Tumm Tak, Vasudha, Ganga Mai Ki Betiyan and Jaane Anjaane Hum Mile has clicked with audiences, weaving familiar emotions and modern aspirations into stories that resonate across households. Characters such as Vasudha and Saru have become anchors of positivity and depth, helping Zee TV strike a balance between tradition and contemporary sentiment.

Adding more colour to its fiction catalogue, the channel recently launched Jagadhatri and is preparing for the arrival of Lakshmi Niwas, which promises grounded, compelling storytelling.

Zee TV chief channel officer Mangesh Kulkarni, said the success of the slate marks a defining moment for the network, crediting strong viewer connect and a sharp programming strategy for its primetime dominance and market share milestone.

ZEEL chief content officer Raghavendra Hunsur, said the channel remains committed to crafting narratives that reflect India’s diverse stories, adding that the audience’s embrace of its new characters reinforces the power of quality storytelling.

While fiction may be driving the momentum, Zee TV is also strengthening its non-fiction space. The channel’s experimental daily format Chhoriya Chali Gaon earned appreciation for its fresh approach, while Kahani Har Ghar Ki, hosted by Juhi Parmar, spotlighted real stories of courage and resilience. Its latest non-fiction show Ideabaaz brings budding entrepreneurs face to face with investors in a pitch-powered format.

With both fiction and non-fiction firing up audience interest, Zee TV’s programming engine shows no signs of slowing down.