Zee TVs programming delivers a variety of choices for all segments of the audience, including primetime drama series, television movies, theatrical films, specials and daytime dramas. A frontrunner in bringing innovative programming to its viewers, the new positioning with the brand slogan 'Umeed Se Saje Zindagi' is about a celebration and vindication of a woman's emerging beliefs and a reflection of her changing hopes, dreams and optimism. Since its inception, the channel has introduced ground-breaking programming like Just Ek Minute, Saapseedi, the popular game shows, Tara, Banegi Apni Baat, Antakshari and blockbuster programming like Sa Re Ga Ma, Dastaan, Chattan, Hasratein and Sailaab. All these programmes proved to be major successes with local audiences and set benchmarks for television. Other original programming includes Zee Horror Show, X-Zone, Saturday Suspense, Rishtey along with dramas like Amaanat, Ashirwaad, Basera, Koshish Ek Asha and Mehendi Tere Naam Ki.
Today the channel has a multi-genre offering and is living up to its image of being a socially conscious channel. With path breaking shows like Hasne aur Hasane Ka Tonic Ladies Special, Agle Janam Mohe Bitiya, Hi Kijo, Aapki Antara, Pavitra Rishta, Shree, Maayka, Ghar ki Lakshmi Betiyann, Dance India Dance, India's Best Dramebaaz, the channel has established icons such as Laali, Archana, Antara, Lakshmi and Saraswati to name a few. Zee TV also carries the proud tag of being the pioneer of the musical show, Sa Re Ga Ma Pa and dance reality show, Dance India Dance.