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Speaking about the trends that dominated the TV sector in 2024, Kartik Mahadev, CMO, Content SBU - ZEE Entertainment, said, “Television as a medium continues to be a big trust and media multiplier for brands, reaching 210 million households and 900 million users in its 65th year in India. 10 crore homes are watching TV together every single minute, achieving a level of concurrency unparalleled by any other medium. A noteworthy trend is that India continues to add screens ‘And’ add TV content engagement in minutes. Another trend, unique to India and heartening to see is that Television content resonates with the youth, who contribute to one-third of TV viewership and spend more than 3.5 hours watching TV daily (as per BARC), highlighting television’s broad appeal across demographics.”
Looking at the emerging trends for the sector in 2025, Mahadev ellaborated, “Television has shaped culture and society for 65 years, more so in the last 3 decades. With the advent of private satellite channels and digital streaming, storytelling has become fast-paced, newer themes have emerged, and the intensity of innovation has picked up pace. Leading this trend, two-thirds of the shows running on ZEE’s channels are new innovations launched in 2024, exploring culturally relevant meta-themes that capture the heartbeat of our audiences across many Bharats. Television has always been known for strong storytelling and distinct characters that shape narratives and influence consumer behaviour. Over the years, these memorable and relatable characters have built emotional equity in their viewers' minds, becoming their daily companion. Our recently launched campaign ‘Dilfluencers’ with Jackie Shroff also highlights this timeless virtue of Television. We see this continuing as brands look to ride on the growth of influencers and the creator economy, also leveraging the power of TV to build empathy at scale. One trend that we hope to see in the coming year is for brands to focus on building deeper cultural and consumer intimacy and not just jump on passing trends. Given the attention deficit and pace of content consumption of the consumers, it has become increasingly difficult for brands to make their ads and messages stand out. However, many of us still recollect ads from years ago, a lot of which were built on TV and crafted with a deep understanding of the consumer and culture of the times. So I hope for this focus to grow.”
