Core Insights - Sony Entertainment Television (SET) is shifting its programming strategy to focus on international reality formats to build a sustainable weekday audience, particularly targeting male viewers and appealing to premium advertisers seeking faster brand impact [13] - The channel aims to address a clear weekday programming gap and reduce reliance on an increasingly crowded fiction space, as non-fiction shows attract a more balanced male and female viewership [13] Programming Strategy - The programming strategy is centered on interactive formats that work seamlessly across television and mobile screens, emphasizing the importance of cross-platform engagement [5][13] - The execution of this strategy relies on pairing international formats with prominent film star hosts to amplify audience engagement [6][13] Target Audience - SET's weekday programming approach focuses on delivering brand salience and conversion for advertisers, rather than just audience aggregation, with a particular emphasis on reaching an active and engaged male viewership [7][13] - The channel recognizes that cricket is currently the only male-targeted, mass-appeal offering dominating the weekday viewing cycle, highlighting a clear gap for non-fiction programming during weekdays [10][13] Challenges and Opportunities - SET has faced challenges in building a consistent slate of successful fiction shows due to audience fragmentation and competition from established players like Star Plus and Zee TV [9][13] - The channel's strategy to scale up reality formats reflects an attempt to fill the weekday television landscape gap and leverage the success of shows like Kaun Banega Crorepati, which has shown strong male viewership [11][13] Sponsorship and Advertising - The launch of Wheel of Fortune has attracted a diverse mix of sponsors, including Maruti Suzuki and State Bank of India, indicating strong advertiser interest even in a soft advertising market [11][13] - Big-ticket formats are seen as effective in capturing attention and enabling advertisers to build brands at scale [11][13]

Core Insights - Broadcasters are shifting focus from international reality shows to home-grown non-fiction formats to manage costs and enhance audience engagement [8][6] - The investment in original formats allows networks to adapt shows across regional markets while retaining monetizable intellectual property (IP) [8][6] - Non-fiction formats are seen as more sustainable in the long run due to their adaptability and ability to attract a wider demographic [6][8] Company Strategies - Zee Entertainment is expanding its programming slate with new shows like Chhoriyan Chali Gaon and reviving Jeena Isi Ka Naam Hai, while also investing significantly in weekend non-fiction across its regional network [8][7] - JioStar is focusing on home-grown IPs, such as Pati Patni Aur Panga, to create mass-appeal properties and enhance creativity [7][8] - Sony Pictures Networks India is nurturing in-house properties like Super Dancer to reduce reliance on external IP, despite still depending on shows like KBC and Shark Tank India [8][6] Industry Trends - Regional players are experimenting with new genres, including music, dance, and cooking, to diversify their offerings [2][8] - Streaming platforms generally prefer international franchises, but Netflix is making efforts to localize content for tier-2 and tier-3 markets with shows like The Great Indian Kapil Show [4][8] - Experts highlight that non-fiction formats can lead to higher revenues through advertiser interest and quicker turnarounds compared to fiction [6][8]

Group 1 - The teaser for Shark Tank India 5 emphasizes a more intense and dynamic format, highlighting "more fire, more founders, more deals" [1][5] - The promotional clip includes satirical commentary on workplace culture, referencing the debate around 70-hour work weeks initiated by billionaire Narayana Murthy [1][5] - The show has established itself as a significant platform for entrepreneurs to present their ideas and secure funding since its debut in December 2021 [2][5] Group 2 - Shark Tank India has aired four seasons, with Season 1 from December 2021 to February 2022, Season 2 from January to March 2023, Season 3 from January to March 2024, and Season 4 from January to March 2025 [2][5] - There is speculation regarding the return of the original panel of investors, including Aman Gupta, Namita Thapar, Anupam Mittal, Vineeta Singh, and Peyush Bansal, while guest investors have included notable figures [3][5] - The fifth season is confirmed to be part of Sony LIV's 2025 content slate, with a potential release towards the end of this year or early 2026 [4][5]