PVR, Inox Leisure and TV Today stocks were also upbeat as the number of people recovering from the second wave of Covid-19 continued to exceed the number of fresh cases in Maharashtra.
TV18 Broadcast dragged the most while Jagran Prakashan was also under pressure.
At around 12.50 pm, Nifty Media was trading at 1,653.35 up 34.15 points or 2.11%, touching a high of 1,654.15 during intraday trade on Wednesday.
ZEEL led the charge by surging 3.83% at Rs194.00 per piece. Dish TV advanced 3% at Rs13.75 per piece and SUN TV was 2.82% upside at Rs533.20 per piece.
PVR was also bullish at Rs1,188.00 per piece, up 2.1%. TV Today and Inox Leisure also gained 1.42% and 1.18% respectively. DB Corp and Network18 also traded higher.