The huge, legacy regional Television GEC Zee Marathi, which was the first regional language channel on the Zee Network, turned 25 on the 15th of August 2024, and on the once-in-a-brand’s-lifetime occasion of its Silver Jubilee, we caught up with Siju Prabhakaran, Chief Cluster Officer, Zee Entertainment Enterprises Limited, who has powered and been driving the significant regional language cluster and offerings of the Zee Network, and Hema V R, Chief Channel Officer (Business Head) – Zee Marathi at ZEEL, who has directly managed the brand for longer than perhaps anyone else in Siju’s team. Hema has also contributed to other key initiatives for Zee5 and the network’s marketing team.
We sought an in-depth understanding of Zee Marathi’s legacy, contribution, ethos and mission, and how, when it launched in 1999 as Alpha Marathi, the channel was one of the first regional language channels on the Zee Network.
What, over the past 25 years, has helped Zee Marathi become deeply ingrained in the psyche of viewers not just in Maharashtra but across India and the Marathi-speaking Indian diaspora across the world, including those who have been interested in C&S television from its early days in India.
How has Zee Marathi become the legacy brand that has shaped and grown the entire Marathi film and television industry, which has always relied on the channel for crucial support, and received some of the biggest, most popular and commercially and creative successful and significant movies and TV series that have become household names, and remain amongst the pinnacles of achievement in creative Marathi video entertainment.
So, first things first, we sought an overview of Zee Marathi ever since its first days as Alpha Marathi, and how it has fared so far.
Hema says, “As a network, we take immense pride in our pioneering spirit. When Alpha Marathi was launched in 1999, it was a groundbreaking step into the regional space. We were the first private Marathi GEC channel. It was rechristened to Zee Marathi in 2001, and over the years, Zee Marathi has become a part of the Maharashtrian ethos. As a marketer, I feel very proud to be witnessing this brand’s 25-year journey. Few marketers get to experience such milestones,” she says with a quiet satisfaction and well-deserved pride.
Zee Marathi was obviously not just a single new Marathi TV channel, but marked the first larger investment in lovers of Marathi Television entertainment, and would eventually become the first and biggest enabler and empowerer of the Marathi entertainment ecosystem. In other words, it bespoke the complete investedness of the ZEE group in the Marathi entertainment space.
Hema says, “What makes Zee Marathi special is how it started as a GEC channel but expanded into other ventures. We launched Zee Talkies, a movie channel, got into movie production, and even theater. We’ve also done significant work in the print media space. On television, Zee Marathi has been at the forefront of innovation, launching many pioneering initiatives.”
When asked to describe the ethos of Zee Marathi, Siju puts it eloquently: “Zee Marathi’s proposition is Mee Marathi, Zee Marathi. The channel proposition reflects the deep connection between Zee Marathi and its viewers,” he says, adding, “ ‘Mee Marathi’ emphasizes the pride and identity of being Marathi, while ‘Zee Marathi’ symbolizes shared culture and entertainment. It signifies that Zee Marathi is not just a channel but an integral part of the Marathi way of life, resonating with the emotions, values and aspirations of its audiences.”
Hema, who views Zee Marathi as the flagbearer of Marathi culture, says, “For us and for our viewers, Zee Marathi is like a family member. It’s deeply embedded in the cultural ethos of Maharashtra. For a long time, it was considered the flag bearer of Marathi culture, while also pushing the progressive-thinking envelope for the market, and it is still a very strong legacy brand. There is a lot of love for the channel, and also a lot of expectation from the viewers.”
Speaking about key channel milestones including tentpole content over the years, Hema says, “One of the significant milestones was the launch of the show Home Minister, a reality show that brought the average housewife into the mainstream conversation. It’s been running for 20 years with over 8,000 episodes.
“We also started the Zee Gaurav Puruskar awards, which is like the Oscars for Marathi cinema,” Hema says. “It gave Marathi cinema the recognition and glamour it deserved, and helped elevate its status at the box office. We’ve continued this IP since 2001.”
Another big milestone for Zee Marathi was the launch of Chala Hawa Yeudhya, a comedy reality show format that had a successful 10-year run. And Zee Marathi was the first to launch a women-centric award show, Uncha Mazha Choka Purushkar, which celebrated the contributions of women from various walks of life.
25 Years of Zee Marathi – Major milestones
25 Years of Zee Marathi – An update on how it has fared, and future plans
Before we continue with the interesting, insightful conversation with Siju and Hema, let’s first look at some telling numbers; like a Zee Marathi report card of sorts, beginning with Zee Marathi’s leadership streak. It was the No. 1 channel for seven consecutive years from FY14 to FY20, holding a dominant 60%+ share in urban Maharashtra.
- Zee Marathi made history with shows like Tula Pahate Re (9+ TVR), and record-breaking World Television Premieres (WTPs) such as Sairat (17.5 TVR), Lai Bhari (12 TVR), and Pandu (8.5 TVR).
- In YTD FY25, Zee Marathi has recovered to a 24.3% market share, supported by important launches like Jau Bai Gavat (a new non-fiction format) that garnered 2.5 TVR. It launched five new fiction shows between February and July 2024, that helped it gain traction, and it was the only channel to gain viewership share during IPL 2024, when it increased its share by 3% from 21% pre-IPL to 24% during IPL.
- The most important genre on Zee Marathi is fiction, which it has remained strategically focused on, and which now accounts for 90% of total viewership.
- The channel has seen significant growth in TSV from 238 minutes in FY24 to 300 minutes in YTD FY25, with three out of nine of its shows leading the market on TSV at present. Top amongst these are Paaru, Tula Shikvin Changlach Dhada, Shiva, Lakhat Ek Aamcha Dada, and Navri Mile Hitler La.
At present, Zee Marathi stands at 213 GRP with a 21% reach and 298 minutes TSV. It is gearing up for a strong comeback with new launches and marketing strategies planned. Some upcoming attractions include Zee Marathi Awards that will honour the contributions of the Marathi Parivar in making Zee Marathi a strong entertainment destination; fiction show launches that include Savlyachi Janu Savali, Laksmi Nivas, and a new supernatural thriller, and bringing back some of its most popular IPs. Also a strong non-fiction launch – the second season of Jau Bai Gaavat.
25 Years of Zee Marathi: Market share and rural-urban divide
“Today,” says Siju, “Zee Marathi is a strong Number Two channel in the Marathi GEC space, commanding about a 24-25% market share. We’ve made a strong comeback in the last six months with an aggressive content plan. Over the past year, we launched one of the most innovative, first-of-its-kind non-fiction shows, Jau Bhai, followed by several fiction launches. Our ambition is to reclaim the leadership position in the market, and we’re working with that mindset. Our content strategy and consumer initiatives are all focused on achieving this.”
Zee Marathi, he says, has a strong presence in cities like Mumbai and Pune, with an urban appeal. “However,” Siju adds, “the Marathi TV viewership is expanding beyond the big metros to smaller towns, and this is a transition for the brand. In the last five years, Marathi TV viewership has grown substantially. While southern markets see 90-95% of TV consumption in regional languages, we compete with Hindi content too – for example, Zee Marathi awards might compete with shows on top Hindi GECs across the spectrum.”
25 Years of Zee Marathi – adapting to a changing viewership ecosystem
Siju says that as a regional channel in a market with national players, Zee Marathi has had to adapt to a changing viewership ecosystem. “Even with people watching Hindi content, our realization as a brand is that people prefer watching content in their own language if it meets their needs,” Siju says, adding, “Given the choice between Hindi and Marathi content, if the Marathi content resonates with them, they will choose it. This drives us to cater to the needs of the Marathi viewer, expand beyond big cities, and ensure our content resonates with as many viewers as possible.”
What is the extent of the overlap with Hindi? Hema says, “The overlap with Hindi is about 60%, and the same viewer is also exposed to a lot of digital content. Their expectations for TV content have scaled up, so no matter the difference in budgets between Marathi and Hindi TV, the viewer expects the same quality.”
She adds that “our challenge is to stay true to the culture and the viewer’s reality while also delivering a high-quality experience. Whether it’s technical finesse, production quality, or set and audio quality, all these elements have become critical.”
25 Years of Zee Marathi – A ‘Mother brand’ for the entertainment ecosystem
Across a quarter of a century now, Zee Marathi has emerged as the undisputed champion of the Marathi Television and Films industry – much like a ‘Mother Brand’. As Siju puts it, “Zee Marathi played a pivotal role in developing the Marathi entertainment industry. Before we ventured into movie production, the industry was scattered with smaller, independent producers. Zee Marathi brought a corporate structure to the table, which attracted creators with great stories who needed a platform. Some very iconic films like Natrang, Sairat, and Lai Bhaari were produced under the Zee Studios banner.”
Siju adds that “Beyond that, as Zee Marathi was performing so well, we expanded the Marathi TV viewership space itself as well by launching Zee Talkies, a dedicated movie channel, and later, Zee Yuva, a second GEC channel.”
“Zee Marathi aided us as it increased the whole Marathi movie production and Marathi TV space itself,” Siju says, adding, “All the strength came from Zee Marathi as a mother brand, so the entire ecosystem was expanded and empowered.”
And one of the biggest contributions to the Marathi entertainment ecosystem has been the calibre and quantum of creative talent Zee Marathi has given to the industry. Says Hema, “All the talent that is present in the industry right now… all of them at some point of time either attribute the beginning of their career, or the big influx point in their career or the big moment of recognition, to Zee Marathi.
“They’ve all started as actors, writers or directors with Zee Marathi, or with activities or products associated with the network,” Hema says. “So from an industry and ecosystem standpoint, the channel itself has played a very big role in developing this market.”
25 years of Zee Marathi: Sustaining and growing brands in the regional market
There have been several pillars Zee Marathi has grown on. These, says Hema, were a mix of “a few key things that happened in the course of our journey, and some that we also purposefully built. One is the strength of regional brands and how regional advertisers grew with us. As we were growing, many entrepreneurs in Maharashtra were starting their businesses. Over our 25-year journey, brands like Waman Hari Pethe and Anuroop grew alongside us. In fact, a whole slew of brands have practically grown on the back of our media strength.”
What powered Zee Marathi’s symbiotic relationship with the brands? Hema says, “Our synergy with these brands was natural. This is because we were communicating with the same culture and mindset.” As a result, says she, “Some brands have been endorsing our awards shows for more than 10 years now, and they continue to do so because we consistently deliver the value we promise. Building the power of regional brands was a significant achievement for Zee Marathi.”
Hema shares that “another important aspect was the Marathi production ecosystem. The commercial side of it doesn’t have deep pockets, unlike Hindi television. This required smart thinking—how to create great entertainment with limited resources. The challenges that regional markets typically face, we overcame by navigating storytelling, development, and production in ways that have led to the rise of several production houses.”
Hema says, “Many first-timers, hungry writers, directors, and producers did their first shows with Zee Marathi. Taking chances on people who had the drive was an approach that we had then, and it’s one we still follow.”
25 Years of Zee Marathi – Advertiser-speak
We also reached out for comments from some top advertisers that Zee Marathi has empowered through its strong connect pipelines with desired TGs across the key channel markets.
Ravindra Prabhudesai, Managing Director, Pitambari Products Pvt. Ltd., says, “Pitambari has been privileged to collaborate with Zee Marathi on several initiatives, and we would like to highlight our association with the program Kitchen Kallakar in particular.
“We were the official partner for this event, where we proudly launched our ‘Pitambari Ruchiyana Jaggery Powder’ – marking our longest partnership ever, spanning 6 months! This was a recipe show where participants and celebrities enthusiastically tried various dishes with our Ruchiyana Jaggery Powder.
“The host, Sankarshan Karhade did a commendable job of effectively conveying the unique qualities of the product to the audience, which significantly boosted awareness. We noticed a direct impact on the market, with women across Maharashtra visiting grocery stores and specifically asking for the ‘Ruchiyana Jaggery Powder’ they saw on ‘Kitchen Kallakar’.
Prabhudesai says, “Even health-conscious people showed a tremendous response to our product. This demand shows how effectively the show reached our target audience. Now, Ruchiyana Jaggery Powder is a part of every household.
“Since our core customer base comprises women, we are delighted with the overwhelming response from them. Women are highly discerning when it comes to selecting quality products for their households; they understand what is best for their families and their appreciation of Pitambari Ruchiyana Jaggery Powder is a matter of pride for us.”
Prabhudesai goes on to say, “We extend our heartfelt thanks to Zee Marathi for providing such an excellent platform and we look forward to more successful collaborations in the future. Congratulations on 25 years of Zee Marathi.”
Tanmay Kanitkar, Director Anuroop Wiwah Sanstha, says, “Our first advertisement on Zee Marathi in 2010 remains a truly unforgettable milestone for ‘Anuroop Wiwaha Sanstha’. This pivotal moment not only enabled us to connect with individuals across every corner of Maharashtra, but also effectively communicated our commitment to providing compassionate services enhanced by modern technology.
Kanitkar says, “It marked the beginning of a transformative journey for us, allowing us to reach out to families and individuals in a meaningful way, and we are proud to continue this legacy of care and innovation with Zee Marathi.”
25 Years of Zee Marathi – Focus on excellence
Hema shares: “One of the channel’s key focus areas over the last year has been execution excellence. We’re also mindful of the contribution divide: while the TV population is 51% urban and 49% rural, the contribution is 48% urban and 52% rural. Initially, Zee Marathi was perceived as an urban channel, but now we need to maintain our urban appeal while reaching out to rural viewers as well.
“This marriage between an underdog and a progressive world is an interesting area to play in,” Hema says, adding, “Thankfully, we are cracking it with some of our shows where we are able to resonate with the underdog struggle but also show them the promise of a better world and a better future. Those are some of the things that we are working on and it’s work in progress.”
25 Years of Zee Marathi – Roadmap for the future
One clear opportunity for Zee Marathi, says Hema, “is to entrench ourselves deeper into the NCCS CDE profile and smaller markets. That’s one key area we’re focusing on. While everyone talks about Gen Z, we’re on a journey of decoding and understanding how to bring these two universes together. Are there narratives that can cut across both the millennial-boomer segment and the Gen Z segment? We recently concluded a big study in Maharashtra, and we’ll have more clarity soon.
“One of the key findings,” she says, “was that unlike the common notion of Gen Z being disconnected or more individualistic, Maharashtrian youth present a different picture. While they do focus on ‘me’, they also value ‘we’—keeping family together is important to them. This gives us a rich space for storytelling, where we can balance both aspects.”
Zee Marathi at 25 years – a story of sustained quality, engagement and leadership
Zee Marathi has built a strong legacy in regional television through a mix of traditional values and innovative programming. The channel has sustained viewer interest with unique festive specials and original fiction and non-fiction programming. By offering fresh and surprising content, it goes beyond entertainment, resonating with Maharashtrian culture, emotions, and aspirations, and forging a strong personal connection with its audience.
Some current Zee Marathi shows
Paaru (Fiction) – Paaru assures viewers of an emotional rollercoaster, brimming with love, sacrifice, and the unwavering spirit of a young girl navigating the challenges of a world vastly different from her own. Aspirational underdog journey, with small and big wins. Marathi viewers are moving from austerity to abundance. This show gives a glimpse of the good life we can all strive for.
Shiva (Fiction)- The empowering female protagonist: Shiva’s character challenges gender stereotypes by engaging in traditionally male-dominated roles, such as running a garage, showcasing the theme that women can excel in any field. Shiva’s dedication to helping others in her community, as seen in her support for an orphan’s education, her role as a socially responsible individual standing against injustice and her vulnerability to be accepted add heartwarming moments to the narrative.
Navri Mile Hitlerla (Fiction) Two genuinely flawed protagonists – making them human and relatable. The Show backdrop: The contrast between a high-end restaurant and a humble bakery. Its Grandeur, Grand setting of an elite restaurant, and AJ’s home and treatment: Cinematic & stylized storytelling. A blend of humour & drama.
Punha Kartavya Aahe (Fiction) In essence, the narrative confronts societal taboos surrounding remarriage, striving to destigmatize step-parenting, divorce, and the pursuit of a second chance at love. The show is also a peek into the complex and emotional world of parenting and the challenges and joys associated with it. A mature romance and the coming together of a family.
Lakhat Ek Amcha Dada: The only male protagonist-driven story in the MGEC space. The only show is based on the universal and important bond of the brother-sister relationship.
Savalyachi Janu Savali (Fiction) In a world where beauty is often judged by appearance, Savali challenges these norms by celebrating talent and inner strength. The show redefines beauty through a powerful voice and a resilient spirit, inspiring us all to embrace what truly makes someone beautiful—beyond looks.
Drama Juniors (Non-Fiction) It is an Indian Marathi language talent reality television show This show features drama skit performances by children aged 2 to 14. It is judged by Amruta Khanvilkar and Sankarshan Karhade and hosted by Shreya Bugde.
The show format is a captivating talent competition designed to discover and nurture young drama enthusiasts. Featuring a series of engaging acts, it tests the participants’ creativity, spontaneity, and acting skills.
Zee Marathi – Festive and special programming
Special programming, and especially festiv-season-related content, has been a pillar of Zee Marathi’s content. “Maharashtra,” says Hema, “has embraced influences from multiple other cultures. During Navratri, we don’t just look at Ghatastapana, but also Dandiya, bringing a mix into our content.
“Beyond festivals,” she adds, “one of the critical trends we’ve noticed is the need to stay topical. It’s essential to address current social sentiments and issues, such as women’s safety, education, monsoons, or health awareness. We have shows and characters that can bring these discussions into the light, helping viewers stay informed and make decisions. Being topical is now a vital part of our content strategy, and it helps us stay relevant.”
25 Years of Zee Marathi – The celebrations plan
Zee Marathi will drive its Silver Jubilee celebrations with its annual Zee Marathi Awards, which celebrates its actors and shows, says Hema. “This year, it coincides with our 25th anniversary, and the theme reflects that milestone. We’re bringing back some of the most iconic faces who have been on the channel over the years. Many of these stars will return after a significant break, which is exciting.”
She shares that Zee Marathi will also launch a series of films and will introduce a special brand-forward communication during the award show. A fraternity event end-September where it will announce the nominations for the awards and celebrate 25 years of the channel, and thereafter, it will be the awards show “and hopefully, we’ll be launching new shows with a fresh promise for the future,” says Hema.
“For many of us — especially the long-time team members — this year’s Zee Marathi Awards are extra special,” says Hema. “It marks a significant milestone. I’ve been with Zee for 13 years, and Zee Marathi was the first channel I worked on, so it’s emotional for all of us.
Somewhat emotional, Hema says with quiet pride: “This institution has built careers and seen many people who have been part of this journey, succeed. Some who are now in competing shows and channels were once part of Zee Marathi. It’s a matter of great pride, and we can’t wait for this year’s Zee Marathi Awards, which will be very special.”
With 25 spectacular years behind it from the day it became the first Marathi GEC from the Zee Network, Zee Marathi has come a long way. Much like celebrating 25 golden years of a Silver Jubilee.
