SET looks beyond fiction, backs global reality formats for weekday growth

Hindi general entertainment channel Sony Entertainment Television (SET) is sharpening its focus on international reality formats as part of a broader programming reset aimed at building a sustainable weekday audience, particularly among male viewers, while appealing to premium advertisers seeking faster brand impact.

The shift comes as the channel looks to plug a clear weekday programming gap and reduce its reliance on an increasingly crowded fiction space. Non-fiction shows tend to attract a more balanced male and female viewership, while fiction programming continues to skew heavily towards women.