Zoom, the Bollywood channel from the Times Group which was launched in September 2004, has completed six years. To celebrate its sixth anniversary, the channel has launched a marketing plan that will utilise the Group’s network channels and publications. There will also be mailers and banners in trade media along with radio ads across eight cities.
Speaking to exchange4media, Omar Qureshi, Editor-in-Chief, Zoom, said that while the downturn had impacted various sectors, certain businesses were not that affected, and media was one such sector. Speaking about the new set of programming for Zoom’s sixth anniversary, Qureshi said that the celebrations would continue throughout the month. There would be six attributes of the channel that would be embodied by six stars and each day would be dedicated to one attribute.
He further said that channel was trying to adopt a younger and peppier look and market research had shown that the audience that was tuning in to the channel was getting younger. Talking about the change in the visual identity of the channel, Qureshi said, “Starting this Diwali and towards the end of the year, there will be a ‘dhamaka’.” The change in the layout will be handled in-house.
Most of the programming will also be done in-house. The current strength of the programming team, which stands between 40 and 50 people, would be increased as per the need. This apart, Zoom was also on the lookout for a programming head, Qureshi added.
He felt that Zoom did not have competition from any other channel as Bollywood was just a sub-set of their programming. Zoom, on the other hand, had 100 per cent Bollywood content and had a natural fit with Bollywood. The only minor drawback, according to Qureshi, was that viewers had come in to the channel by appointment viewing. “The core audience will be people across the ages of 15-60 years,” he further said.
Meanwhile, the channel might venture into new spaces surrounding Bollywood in the near future.