GECs
Zee TV wants its ‘Sarrkkar’ in 8:30 pm slot
MUMBAI: After Sindoorr, it’s Sarrkkar. Zee TV is launching another prime time show on 25 April. Slotted for 8:30 PM, the soap is a family drama set against a political backdrop.
Zee TV president Abhijit Saxena with Shobha De at the show launch
With the launch of Sarrkkar, the channel aims to bring in a new genre which is a mix of the Saas-Bahu brand and political drama. Says Zee TV programming head Ashwini Yardi, “Sarrkkar is a new genre in TV programming and is a breath of fresh air in an otherwise jaded industry. With the acclaimed star cast and powerful script of Shobha De we are optimistic of Sarrkkar’s performance.”
While Divya Seth attempts a comeback on small screen, the show will also see real life brothers Ronit and Rohit Roy play on screen brothers as well. Though the channel officials refuse to acknowledge any borrowing of ideas from contemporary Indian politics, writer De goes a step ahead to acknowledge the story’s seeming similarity to the fortunes of a prominent political family. “Fiction does borrow from real life,” De says.
As is obvious, Zee TV is aiming to build up its prime time band brick by brick. The channel already has the shows Sindoor and Tumhari Disha strengthening its 7:30 PM – 8:30 PM band with some comparatively decent performances as per the recent TAM data. When queried why the channel was not using Sarrkkar to strengthen its 10:30 PM band, Yardi said the channel was trying to give each slot its due recognition.
“We have just changed the concept of prime time. Every slot is prime time for us,” she says.
Lead stars of ‘Sarrkkar’
The special Press screening the channel conducted for the launch of the show signalled an extensive promotional campaign that would be unfolding in the coming days. The whole environment was given a political colour with the artists and channel officials making their appearances dressed as politicians.
Though Zee TV VP marketing Tarun Mehra was not forthcoming on the marketing plans for Sarrkkar, he hinted at a number of on-ground activities with the serial having a political theme. Mehta said the serial was targeted at SEC A and B.
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.
