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Zoom beefs up programming to drive growth

11-January-2005
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Zoom beefs up programming to drive growth

Zoom has lined up lots of goodies for viewers. Channel officials share that after a close look on what has worked for them and what failed, the channel is ready with more on the content and marketing front to ensure a better performance.

As far as the content goes, there are various segments that the channel is focusing on now. Alongside working on the production quality, the channel is also improving the look and feel of its various shows. Changes are already seen is shows like ‘Har Dil Jo Love Karega’ and ‘Page 3’. Also, the VJ-based shows on the channel will see some major makeover soon.

Apurva Purohit, COO, Television division, expresses, “Based on research and feedback, we realised that the proposition of a lifestyle channel has worked very well and interestingly even in the smaller towns. What has worked in our favour is that unlike other channels that claim to be different, we have managed to provide differentiated content. And the presence in fiction rather than non-fiction has allowed this.”

She shares that even as content like Dance Divas, Not Just Page 3, Page 3 and Kosmic Chat have extracted good response, the VJ-based shows haven’t. “There wasn’t much differentiation coming in these shows,” feels Purohit, adding, “We are working on them presently to make these click better with the audience.”

The attempt right now is to release two new shows every quarter. Purohit shares that for this quarter, ‘Page 3’ would be taken to a second level, “It has worked very well for us and we are launching a new show based on entertainment news. Also, since events have been doing very well for us, we would be bringing in two new events this quarter.”

One of the events is the Limca Fresh Face, brought in partnership with the Mumbai Festival. The second would be Lifestyle Awards in March 2005. In its ‘Big Nite’, the channel is premiering ‘Shabd’ and ‘Black’ this quarter.

On the marketing front, the on-air initiatives that are presently seen are Voice of Zoom and Clash of the Divas, where much noise would be seen around the semi-final round of Dance Divas. Going aggressive on the on-ground again, the channel has also begun its Zoom Live initiative, where shows like ‘Ek Rahe Vir’ and ‘Dance Divas’ would be extended to ground activities. The activities have commenced in Mumbai and will be taken to Bangalore and Delhi next.

Purohit informs that even in terms of the distribution and reach, the channel has improved its performance on all fronts.

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