SPNI banks on Wheel of Fortune India to reinforce primetime strategy, monetisation push

Sony Pictures Networks India (SPNI) is launching the Indian edition of Wheel of Fortune, banking on one of global television’s most commercially successful formats to strengthen its prime-time slate and build a cross-platform property across broadcast and digital.

Positioned as a flagship franchise for the network, the show will be hosted by actor Akshay Kumar, whose titles have delivered strong television performance over the years. According to BARC data cited by the network, five of his satellite premieres between 2019 and 2025 crossed a 2.5+ TVR.

SPNI said the rollout would rank among its largest integrated media launches in recent years. The broadcaster plans to use Sony Entertainment Television for mass reach while Sony LIV will drive digital interactivity and measurable engagement, creating what it describes as a dual-platform proposition aimed at improving both audience scale and advertiser outcomes.


The company said the Indian edition has been designed not just as a format adaptation but as an asset built around brand integration, cross-screen storytelling and viewer participation via a Play Along feature on SonyLIV. The show is being positioned as a key advertising property for 2026.

The format has been licensed to Sony Pictures Networks India by Highgate Entertainment, LLC, while Frames Production Company will produce the Indian edition.

Nachiket Pantvaidya, Business Head, Sony Entertainment Television, said: “Sony Entertainment Television has long pioneered the reality format space in India, consistently introducing globally successful IPs that engage audiences at scale. With Wheel of Fortune, we’re adding another marquee global franchise to the portfolio, bringing high-energy entertainment to Indian homes. Anchored in our strategy across Sony Entertainment Television and Sony LIV, the show promises to create a powerful brand-building and engagement platform, offering advertisers unparalleled reach and impact across television and digital.”

Actor Akshay Kumar added: “Wheel of Fortune has been a beloved show for millions around the world, and I’m truly excited to bring its Indian edition to audiences here. Its multi-generational appeal and the thrill of puzzle-solving have made it a global favourite and I’m confident it will be immensely enjoyed by Indian audiences. With the combined reach of Sony Entertainment Television and Sony LIV, Wheel of Fortune India will engage viewers across platforms like never before."