Changes are abreast at Zoom with additional charges coming under the fold of Zoom’s National Sales Head, M. K. Anand. He will now also look after the marketing requirements of the channel. Even as the development officially takes place now, Zoom officials explain that Anand has been involved with Zoom’s marketing for some time now.
The position of Marketing Head has been lying vacant at the channel for almost a year now following Shailesh Kapoor’s exit in May 2005. Anand believes that it was the expertise of the Zoom marketing team that has led to some noticeable initiatives coming from the channel. He said, “We have undertaken big content initiatives and we have been able to make the right noise around it as well. I have been involved with these initiatives myself and the Zoom marketing team is one of the best there is.”
Speaking more on the additional charge given to Anand, Upen Roop Rai, COO, Zoom, said, “In order to maximise our growth, it has been decided to give Anand additional responsibility of marketing along with sales. As is evident to everyone, MK has done some great work as National Sales head for Zoom. I am confident that he will now repeat the same in the marketing arena as well and his expertise will only help Zoom reach superior heights of success.”
As for Anand, he is prepared for the road head. Giving a clearer picture of the extent that he has been involved in and how he views the marketing function, he said, “Television marketing in India today comprises three areas – marketing to the viewer, marketing to the trade and marketing of customised properties or advertiser funded properties. I am involved with the latter two in any case. It is the viewer marketing that I have to get involved in now.”
Elaborating further, he said, “Viewer marketing is what gets you TRPs. Given the kind of expenditure that goes into the content, viewer marketing decides on the kind of initiatives that should be taken to increase reach and in some cases even the time spent on the channel.”
Anand has been with Zoom ever since its inception and with The Times of India Group for the last 16 years, working in diverse roles and assignments during this period.
Among his key tasks have been establishing the current print rate card (Maximizer) for Bennett, Coleman & Co. Ltd., launching Times Property and Times Infoline in conjunction with several other Times supplements during his tenure as Business Head of Times Classifieds.