Nanocrystalline thin films of Zn(1-x)M(x)O (M = Ni, Cr) were deposited on glass substrate by sol gel method. To a solution of zinc acetate 2-hydrate in dimethyl formamide, calculated quantities of nickel nitrate or chromium acetate were added. The clear solution, obtained after 2 h of continuous stirring, was coated on conducting glass (ITO plates). After pre-annealing at 250 degrees C to remove organic impurities, films were sintered at 400, 500 and 600 degrees C. XRD analysis reveals dominant evolution of hexagonal ZnO with a possible simultaneous growth of meta-stable cubic ZnO. AFM analysis indicated preferential growth of nanocrystallites along c-axis, while SEM analysis confirmed films having uniform morphology. Optical characterization led to two band gap values; one matching with the band gap of bulk ZnO and the second slightly higher, which suggest quantum confinement effect in nanocrystallites. Ni and Cr incorporation influenced the two band gap energies differently. Photoelectrochemical (PEC) splitting of water was attempted, using prepared thin films as working electrode, in conjunction with Pt counter electrode and saturated calomel reference electrode along with 150 W Xenon Arc light source and aqueous solution of NaOH (0.01 M). Results indicate Ni:ZnO films yielding improved photoresponse compared to Cr:ZnO films. Ni:ZnO (5 % at.) films sintered at 600 degrees C resulted in significantly enhanced photocurrent due to improved optical absorption and decrease in resistivity. (C) Copyright 2011, Hydrogen Energy Publications, LLC. Published by Elsevier Ltd. All rights reserved.