How did Zee TV get its mobile strategy right?

How did Zee TV get its mobile strategy right?

Author | Saloni Surti | Tuesday, Apr 30,2013 7:40 PM

How did Zee TV get its mobile strategy right?

Zee TV’s India’s Best Dramebaaz has not only been performing well on television, but has also taken the digital world by storm. The property’s mobile app has crossed one million downloads.

With increasing importance of the app economy, mobile presence has now become a mandate that all seem to fulfill. But how effective is your mobile presence in spite of the clutter and how is it converting into RoI and viewership (in case of this app) is the critical question.

Designed by Mobilox Innovations, India’s Best Dramebaaz application is a version of Zee TV’s existing mobile app, converted for its newest reality show. The app was created with a view to ensure audience engagement by going beyond voting.

Commenting on how the application has helped the property, Akash Chawla, ZEE Marketing Head – National Channels, ZEE Television Network said, “Zee TV’s shows have consistently topped viewership scorecards, making them the rulers of the on-air space. It has been our vision to extend this leadership to other media as well.  It is gratifying to note that our non-fiction shows have also emerged as the front-runners of the digital space with their mobile app crossing a milestone of one million downloads. At a time when ‘on-demand’ entertainment is the order of the day, we have been successful in providing our viewers with content that has kept them engrossed and engaged.”

Television properties are no longer restricted to on-screen engagement. Broadcasters now tap a much larger audience base through various touch-points. To make their mobile touch-point worthwhile, India’s Best Dramebaz application was promoted with an extensive marketing strategy.

“While apps can be included in the traditional marketing mix of the brand, one has to pay great importance on marketing the app on the mobile platform. Mobilox paid a lot of attention on app store optimization and app store Affiliations which maximised downloads,” said Rohit Kaul, COO, Mobilox.

Kaul explained that the app was built on three key factors namely, strong product concept, app store optimization and app store affiliations. Also, the consumption pattern of the app users was given a lot of importance.

Also, a specific content strategy was devised to make sure that the users have something to take every day. “The show runs for two days (Saturday and Sunday), while the app is on the audiences phone for all seven days. This is a very important point to keep in mind while developing the content strategy for any app,” added Kaul.

To create content and traction, the application has features such as live chat, in-app voting and tutorials. While the application manages to create a buzz on the weekends as people cheered for their favourite participants, the features help keep the app alive on the other days.

A data spike has been witnessed everyday at 11AM when the tutorials are sent. Also, maximum downloads are seen on Wednesdays which is the day for live chat.

Sustainable product definition, defined content strategy and efficient app marketing have seemed to help Zee TV hit the bull’s eye.

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