Zee TV, the flagship Hindi GEC of Zee Entertainment Enterprises Ltd. (ZEEL), has recorded one of its strongest quarters in recent years, driven by a refreshed fiction slate and a sharper, audience-first content strategy, according to an Economic Times report.

The channel has achieved a three-year high urban market share of 14.7 percent in Q2FY26 and has emerged as the leader across all Hindi GECs (Pay & FTA) in core primetime.

As per the report, Zee TV has also secured a commanding 40 percent share of the Top 10 shows in the Pay Hindi GEC genre. Four of its newly launched fiction series — ‘Tumm Se Tumm Tak’, ‘Vasudha’, ‘Ganga Mai Ki Betiyan’ and ‘Jaane Anjaane Hum Mile’ — feature prominently in the list, each showing consistent week-on-week growth since their respective launches. The strong traction is seen as a result of the channel’s renewed focus on emotionally rich, character-driven narratives that mirror the aspirations and value systems of modern India.

Shows like ‘Vasudha’ and ‘Ganga Mai Ki Betiyan’ have struck a deep chord with the audience, reinforcing Zee TV’s approach of combining relatable storytelling with strong emotional depth. Building on this momentum, the channel has introduced ‘Jagadhatri’ and is gearing up for the premiere of ‘Lakshmi Niwas’, further strengthening its fiction portfolio.