Zoom is off the go-line though the numbers so far have been fluctuating for the channel. Where on one end, the initial weeks see the channel picking up, the later weeks experience a dip, which looks up again in week 48. Media experts, so far, are content with the numbers, even as they do point factors where the channel needs to look into.
Beginning with numbers of the Zoom target zone (CS AB 15-34) in the six metros, in context to the average weekly channel share, from week 40 to 42, the channel has registered an increase with the share moving from 0.14 to 0.56. In the following week, the share drops to a 0.17 to move up to a 0.24 and 0.38 in week 44 and 45 respectively. Week 46 sees a fall again taking the it to 0.1, which increases marginally in week 47 to 0.14 and then further in week 48 to 0.28.
The channel so far is satisfied with these numbers. “If you look at the GRPs, we are growing week on week basis. Given that the growth is a consistent one, Zoom is emerging as a channel of choice. It is satisfying to see this growth and so far we are happy,” expresses Arun Arora, CEO, Times Television.
Sharing more on the dips and rises, he says, “Every channel looks at a four-week average and compare it to some other channels, Zoom's outlook is very healthy.”
Another noteworthy point here is that when the CS 4+ audience is observed, the channel exhibits a steadier graph. Where it has moved between the 0.16 and 0.25 in the week 40 to 48, the dips come only in week 43 and 46 (0.11 and 0.15). Also the weekend graph of the channel is a growing one.
Responding to whether the channel has already formed trends on performing in weekends or is appealing to a larger audience than the channel’s target, Arora says, “It is too early in the day to comment on trends or appointment viewing patterns. Nothing of the kind has conclusively emerged currently. Also it’s too small a time frame to arrive at any conclusions yet.”
Giving a perspective on how the media opines on the channel, Nandini Dias, Vice President, Lodestar Media, says, “The awareness levels on Zoom are quite high. It is not often that we get clients discussing a new channel. I think Zoom achieved interest and awareness. Also, the graphics are modern and stylised. So even in the look and feel of the channel, the direction is the right one.”
“The channel was launched with a focus on All Adults, 15-34, SEC A,” informs Rajiv Gopinath, Media Director, Madison Media, “In terms of the numbers, there is a skew to SEC A. The channel has succeeded with the upscale audience targeting.”
While Dias believes that it is still early to comment on the role that the channel will play in a media plan in days to come, Gopinath opines, “Among the roster of niche channels, it will definitely be one to seriously consider. Also coming from the Times of India stable, any cross media deals would be appreciated by the client.”
A point that Dias raises here is in regards to the content of the channel, “The positioning of Dream and Spice seems intriguing. The content needs to enhance this positioning. The channel is already considering some improvements.”
Sharing more on that, Arora informs, “We are working on content constantly. Now we have an enhanced ‘Page 3’ show with Priya Sachdev as the new anchor. ‘Har Dil Jo Love Karega’ is also being revamped with new sets and a new format. These changes would be in place December 11 onwards.”
Dias points that the feedback on distribution is not positive so far but adds further, “With more channels expected to be launched by the group the distribution may improve.” Commenting on that, Arora adds, “We are well established in all metros and A class towns as far as distribution is concerned and getting better every day.”
(TAM Media Research numbers are calculated for the entire week, primetime considered - 8.00 pm to midnight)