Zoom, the Times Group-promoted non-fiction entertainment and lifestyle channel, launched in September 2004, has ushered in the New Year with good numbers, as far as reach and connectivity are concerned. The reach of Zoom, as per TAM data, for SEC AB 15-34 in Hindi-speaking market (1 mn+), was 1.34 per cent in the first week, and had gone up to 6.64 per cent by the fifth week, in the 10th week it was 9.6 per cent and by the 14th week it peaked to 13.16 per cent.
Commenting on Zoom’s performance, Apurva Purohit, COO, Times Television Network, said, "Over the first two months of Zoom's launch, the viewers sampled the channel because of the curiosity generated by the advertising campaign. At the same time, we were constantly pushing our connectivity, and enriching our programming, based on viewer feedback. I believe all these factors started to show results mid-November onwards. This was also the time when we telecast two high profile events – The Bombay Times party and the premiere of Subhash Ghai's ‘Aitraaz’ in our show Big Nite."
Speaking on the reach, Kajal Thakur, Regional Director, OMS, Delhi, said, “The reach figures show that the channel is getting a higher fleeting audience. But to increase the stickiness on the channel, the software has to be made more involving and interesting.”
As per the Connect TAM data, Zoom’s connectivity has also taken off. At present, Zoom has 50 per cent connectivity, it can be watched in 22 million households out of 43 million C&S homes in India.
Purohit believes that the channel is working well with its target group in the metros and mini-metros. "Being a first-of-its-kind channel, Zoom has generated a lot of interest for viewers who want to move away from the traditional soaps and fiction content on television. Some of our shows like Page 3, Dance Divas and Har Dil Jo Love Karega have generated very good ratings for us, while others like Dangerous and The Manish Malhotra Show have been appreciated by the viewers and the media for their unique and different content," she said.
Basabdatta Chowdhuri, General Manager, Madison Media, Delhi, said, “Some of the shows on the channel are definitely doing well and the marketing efforts of the channel have paid off. The programmes on this channel are meant for fleeting viewership and not for appointment viewership.”
Zoom claims to be also building its base of advertisers with over 50 already on board and another 20 in the process of signing up. "Both in terms of viewership numbers as well as perception, our advertisers are pretty satisfied with Zoom. The year 2005 will see a lot more events and new programming that will further entice them to buy into Zoom," she claimed.