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Mumbai, 5th March 2026: The new content strategy implemented by the leading Content & Technology powerhouse, Zee Entertainment Enterprises Ltd. (‘Z’) is delivering consistent results and setting new benchmarks in the general entertainment ecosystem. Surpassing competition across 6 languages, the Company has topped the charts by garnering the highest number of fiction shows in the Top 10 ranking.
The Company attained a robust leadership position by capturing an average of 5 spots amongst the Top 10 fiction charts in Hindi (Pay), Marathi, Bangla, Odia, Kannada and Telugu GECs, translating to a remarkable 48% share. (BARC; 15+; Respective Urban Markets; Period: Wk4-7’2026)
The achievement by the Company is a firm testament to fiction content and meaningful storytelling being a strong driver of viewership. Amidst this, prime time remains a critical viewing window, when families watch their favourite shows together and drive peak engagement on the TV screen. Within this, ‘Z’ continues to command over 20% viewership share across genres, outperforming competitors in the highest-viewership daypart.
Speaking about the achievement, Raghavendra Hunsur, Chief Content Officer, Zee Entertainment Enterprises Ltd. said, “The achievement is a firm testament of our sharply defined content strategy across languages, that is clearly resonating with the consumers. Leading the fiction entertainment chart reflects the ability and depth of our creative team to understand viewer preferences and finer cultural nuances. Fiction shows have always been the heart of entertainment content, and we will continue to build robust fiction and non-fiction offerings that are deeply engaging and authentic for our consumers.”
Language-wise performance
The Company’s flagship Hindi entertainment channel and the Nation’s fastest growing channel – Zee TV, features 4 of its new launches amongst the Top 10 shows in the Hindi Pay GEC genre. These include – ‘Tumm Se Tumm Tak’, ‘Ganga Mai Ki Betiyan’, ‘Vasudha’ and ‘Lakshmi Nivas’. The shows launched in the last 18 months, have garnered strong consumer reception in a short span of time.
The fastest-growing Marathi GEC, Zee Marathi has witnessed a 470 basis points increase in market share to 34.7% in January 2026 (vs. January 2025). The channel has 4 shows amongst the Top 10 in the Marathi GEC genre, including ‘Kamli’, ‘Taarini’, ‘Veen Doghatli Hi Tutena’ and ‘Lakshmi Nivas’.
In the East, Zee Bangla regained leadership in the Bangla GEC genre (Week 7 ’26; 15+; WB Urban). The channel achieved this position on the back of 5 shows amongst the top 10 in the Bangla GEC genre, viz. ‘Parineeta’, ‘Taare Dhori Dhori Mone Kori’, ‘Jowar Bhata’, ‘Amader Dadamoni’ and ‘Chirodini Tumi Je Amar’. The storyline of the number 1 show in the market – ‘Parineeta’, is designed based on insights from Gen-Z. The achievement showcases the Company’s commitment to consistently understand the viewer preferences and craft compelling content that authentically reflects real-life experiences.
Zee Sarthak also continues to be a dominant leader in Odia GEC for the past 5 years in a row, on the back of robust fiction content. The channel’s shows such as ‘Sathi Sata Janmara’, ‘Suna Jhia’, ‘Tu Khara Mu Chhai’, ‘Tuma Bina’ and ‘Bhagya Rekha’, form the Top 5 in the Odia GEC genre.
Zee Kannada has been a dominant leader in Kannada GEC for the past 7 years in a row, with 7 fiction shows such as ‘Karna’, ‘Lakshmi Nivasa’, ‘Annayya’, ‘Amruthadhaare’, ‘Naa Ninna Bidalaare’, ‘Adi Lakshmi Purana’ and ‘Brahmagantu’ constituting the Top 7 in the Kannada GEC market.
Zee Telugu is growing steadily to emerge as the biggest channel across all genres in Hyderabad and a strong challenger brand in the Telugu GEC genre in AP/TL Urban. The channel boasts of a robust fiction line-up comprising ‘Jagadhatri’, ‘Meghasandesam’, ‘Jayam’ and ‘Chamanthi’, taking up 4 spots in the Top 10 shows amongst the Telugu GEC genre.
As the Company’s key general entertainment channels continue to grow steadily and establish a stronger presence in the respective markets, ‘Z’ is further sharpening its content strategy to build on the momentum. The Company continues to craft unique and engaging narratives by leveraging its expertise in gauging the pulse of the consumers and the evolving content preferences. Going forward, the Company remains committed towards creating and offering meaningful content that continues to resonate strongly with consumers across age groups.
Zee Entertainment Enterprises Ltd. is a leading Content and Technology powerhouse, seamlessly blending its rich legacy with pioneering innovation to deliver cutting-edge entertainment experiences. With a presence in over 190 countries and a reach of over 1.4 billion people across the globe, ‘Z’ brings diverse stories to life through linear television, digital platforms, movies and music across languages. As a truly Indian brand with a global footprint, ‘Z’ remains committed towards enriching the lives of people around the world by creating extraordinary moments which celebrate the power of optimism and togetherness.