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MUMBAI: Fiction got Zee into the living room. Now non-fiction wants to make it unmissable. Zee Entertainment Enterprises Ltd. (‘Z’), the content and technology powerhouse, is sharpening its content strategy with a slate of flagship franchises and innovative non-fiction formats across languages. Music, cookery, talk shows, game shows and comedy are all in the mix, and the idea is simple: keep the family watching together.
The strategy is aimed at differentiated, family-oriented entertainment experiences. ‘Z’ is enhancing its non-fiction programming across languages, anchored in a rich legacy of creating some of India’s most celebrated and beloved non-fiction properties. The company is increasing the diversity and depth of its offerings to further enrich the entertainment experience for consumers. Non-fiction has remained a key pillar of its content ecosystem, with a strong portfolio that has consistently resonated with consumers across markets. Across its linear entertainment channels and digital platform, it has offered a diverse slate of formats, including Chhoriyan Chali Gaon and Dance India Dance, among others, which have successfully travelled across languages. A format that works in one language market and then travels to others is a valuable asset, and ‘Z’ has plenty of experience doing it.
The newest chapter starts with music. In line with its approach of conceptualising formats with a distinct Indian flavour, the company has recently launched its most enduring non-fiction property, Sa Re Ga Ma Pa, across five languages: Hindi, Tamil, Telugu, Marathi and Malayalam. It promises to be the nation’s very own music destination. The company also continues to lead the non-fiction space in the Bangla and Marathi language markets with its popular reality shows Dadagiri and Home Minister respectively. Leadership in regional markets matters, because those audiences are loyal and the formats are rooted in their own culture.
Then comes the breadth. The company is further widening its non-fiction slate with a mix of established marquee properties and innovative formats designed for the evolving consumer palette. With audience engagement evolving into active participation, it is gearing up to launch iconic franchises that remain deeply embedded in the nation’s collective entertainment consciousness. It will also launch offerings in the cookery and celebrity-based talk show genres, drawing on their strong appeal across consumer cohorts and social platforms. That last phrase is telling: these are genres that make good clips and good conversation, and the plan is built to travel from the television screen to the phone.
In celebrity talk shows, consumers are set to be regaled with the iconic Jeena Isi Ka Naam Hai 2.0, hosted by R. Madhavan, featuring renowned personalities from various walks of life. Other offerings in the genre include The Mega Multiplex in Telugu and Legends in Tamil. In cookery, viewers can enjoy Varewa in Telugu, Samaiyal Express in Tamil, Kitchen Kalakar in Marathi and Oogarane Dabbi in Kannada. In game shows, ‘Z’ will offer Lakhpati Didiya on Zee Anmol and Jodi No. 1 on Zee Keralam. In comedy, shows like Mirakkel on Zee Bangla and the new season of Chala Hawa Yeu Dya on Zee Marathi will continue to spread joy across households. Five genres, at least six languages and a spread of Zee channels: the slate is broad by design.
Raghavendra Hunsur, chief content officer at Zee Entertainment Enterprises Ltd., put the thinking crisply. “Fiction has made ‘Z’ a habit in Indian homes. Non-fiction makes us unmissable,” he said. “Some of India’s most loved non-fiction was born on ‘Z’, and our language markets have kept inventing homegrown formats that audiences have made their own for decades. Today, we are taking that legacy into a new chapter. The way India watches has changed: families still gather around the big screen, while the conversation lives on in their phones. We are building our own IPs for every screen, mounted with ambition, rooted in emotion and designed for audiences to participate, not just watch. We are bringing back much-loved homegrown franchises reimagined for today’s audiences and taking formats born in our language markets across the country. Our strategy is omni, built for television and Zee 5 together, with Zee 5 windows that give digital audiences more to explore. Our aim is to create the moments India talks about, and the franchises it returns to every year.”
The logic sits comfortably alongside the company’s wider approach. ‘Z’s non-fiction approach builds upon the strong momentum generated by its success in fiction, centred on culturally rooted storytelling, compelling characters and differentiated narratives across languages. While fiction remains a key driver of daily audience engagement, non-fiction will offer a unique ability to foster community participation and build enduring intellectual properties. In short, fiction brings people back every day, and non-fiction gives them something to talk about, take part in and return to each year.
The pedigree is long. For over three decades, the company has shaped India’s entertainment landscape through culturally resonant fiction programming and innovative non-fiction formats spanning music, comedy, game shows, talent hunts and many more. These formats have not only transcended the screens to become cultural phenomena, but have also played a pivotal role in uniting people across the globe. The sharpened content approach across fiction and non-fiction further enables ‘Z’ to define the next era of entertainment from India to the world. With a heritage of formats that have become household names and a slate built for television and digital together, the company has a strong hand to play.
