Zoom reinforces Bollywood positioning

Following its revamp in September 2010, when Zoom made a strategic shift from music to Bollywood, the channel has once again undertaken a few steps to reassert this positioning.

e4m by Fatema Rajkotwala
Updated: Jun 16, 2011 8:50 AM  | 2 min read
Zoom reinforces Bollywood positioning

Zoom started off as a lifestyle, glamour channel and is typically associated with Bollywood as this space attracts a significant ‘glamour and lifestyle’ quotient. Since its launch in 2004, Zoom has undergone a revamp in September 2010, when the channel decided to make a subtle strategic shift from music to Bollywood, a space they have been in since a long while.

Speaking to exchange4media, Avinash Kaul, CEO, Zoom said, “This is not a dramatic shift of step to suddenly become a Bollywood channel. It is the evolution of the brand and over the years Bollywood has been deeply enshrined to be a Bollywood channel. It helps us focus and stay true to our product definition and what we stand for as a brand.”

Catering to an effervescent demographic that is the youth audience, Kaul recognises the need for constant evolution. “There are many changes being made on the programming and content backend. Our focus is to keep the pace going year-on-year. Being in a dynamic market and catering to the youth target audience, the pillars and constituents of our programming keep changing dynamically too.

Zoom has fast-tracked the evolution and are stepping on it but it will remain in the realm of Bollywood, Kaul explained. “When I talk about a shift from music to Bollywood, it is not a sudden change. Music has always been a part of Bollywood but it is not what we stand for, technically, it is an ingredient.” Today about 40 per cent of the content on Zoom is music-oriented, apart from which there is news, features, countdowns, movies and shows.

The channel will also take steps to contemporised its look aesthetically but not at this stage of the rebranding. The channel now reads ‘Planet Bollywood’ and ‘Planet Bollywood news’, and hopes to change the perception to that of a channel that is the destination for information about Bollywood stars. Kaul said, “At present, we are sharpening the focus and offering and thus the appeal and value that the channel provides.”

From an advertiser’s eye, looking at reaching out to the Youth TG, E-24 is in direct competition with Zoom at the moment. The erstwhile Imagine Showbiz was another competitor but demographically, the channel is usually grouped with other music channels.

“Our content focus is very different from our contemporaries. We are never about to do a reality show on our channel. MTV is a clear leader with their property, Roadies but our content offering differs.”

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