A bstract We study the substantial enhancement, with respect to the corresponding Standard Model rates, that can be obtained for the branching ratios of the decay channels h → γγ and h → γZ within the framework of the Two Higgs Doublet Model Type III, assuming a four-zero Yukawa texture and a general Higgs potential. We show that these processes are very sensitive to the flavor pattern entering the Yukawa texture and to the triple coupling structure of the Higgs potential, both of which impact onto the aforementioned decays. We can accommodate the parameters of the model in such a way to obtain the h → γγ rates reported by the Large Hadron Collider and at the same time we get a h → γZ fraction much larger than in the Standard Model, indeed within experimental reach. We present some scenarios where this phenomenology is realized for spectrum configurations that are consistent with current constraints. We also discuss the possibility of obtaining a light charged Higgs boson compatible with all such measurements, thereby serving the purpose of providing a hallmark signal of the scenario considered.
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