GECs
Zindagi’s second original show ‘Aadhe Adhoore’ to mark Ajai Sinha’s comeback on TV
MUMBAI: Producer Ajai Sinha, who is known for landmark fiction series on Indian television like Hasratein, Justajoo, and Astitva – Ek Prem Kahani is all set to make a comeback on television after a span of four years. And this time round, Sinha’s production house Ananda Films has readied a fiction series titled Aadhe Adhoore for Zee Entertainment Enterprises Ltd’s (Zeel) Hindi entertainment channel Zindagi.
Aadhe Adhoore will be Zindagi’s second home grown fiction series, which is all set to go on air from 14 December. The show will be aired from Monday to Saturday at 9.50 pm. It may be recalled that the channel recently launched its first original fiction show Bhaage Re Mann on 30 November.
Zindagi has roped in India’s Basmati Rice as the co-powered by sponsor and also is eyeing more brand associations for the show.
Speaking to Indiantelevision.com about the show, Zindagi & Zee Anmol cluster head Priyanka Datta says, “Aadhe Adhoore is a story set in Kapurthala of Jassi, who is a perfect Bahu, neighbour and daughter-in-law. The story highlights her caring nature and her willingness to do things. It’s a beautiful emotion that we are trying to touch upon. We are neither trying to be judgmental nor impose any views on the audience.”
With two back to back original fiction show launches in a couple of weeks, Datta throws light on the channel’s programming strategy saying, “The channel’s strategy has been very clear from the beginning. Zindagi aims to bring the best of content, storylines and dialogues for viewers.”
Further elaborating on the same, she adds, “Everything that we telecast on Zindagi is original content. Initially we got shows from Pakistan but it was original for the Indian audiences. Then we went ahead and brought a show from Turkey, which is again new for the audience here. Similarly, we brought these two new shows and also produced Shukriya in the past. Moving forward, this will continue to be our strategy. Our aim is to be the window to provide the best of entertainment anywhere and everywhere across the globe. So be it India, Pakistan, Turkey or any other country, we will continue to bring good stories to our viewers.”
Following the trend of unconventional timing of the show, she informs, “When Zindagi launched, we had shows in the 8 pm and 8.55 pm time slot. So we always had timings that may not necessarily be a clock hour therefore that is what we continue to do even now.”
Aadhe Adhoore will be a finite series, which will run for four months. The channel has a substantial bank of episodes as the style of working and shooting is different for the finite show. Almost 40-45 per cent of the show has been canned before it goes on air.
Zindagi will ready a 360 degree marketing campaign to promote the show across platforms. “We are using television, radio and outdoor platforms for our promotional activities,” she informs.
On his return to television, Sinha says, “I’ve always tried to push the envelope when it comes to content and presented stories that stand out. Making a show for a channel that is differentiated from regular GECs and has got critical acclaim for its content like Zindagi has been a challenge for me. We wanted to create a show that brought out the essence of the modern Indian woman – the real woman who we see around us. The casting, screenplay, locations and original soundtrack will be of a quality that will surely set it apart from what’s seen on television today. I hope audiences will love the story and its characters like they have in all my earlier shows.”
Sinha’s last show was Kesariya Balam Aavo Hamare Des, which aired on Sahara One from 2009 – 2011.
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.
