Zoom TV will grow by 40% this year: President, Times Network
Nikhil Gandhi talks about Zoom’s partnership with fashion e-tailer Myntra and the channel's growth plans
Times Network’s Zoom TV has got a makeover, courtesy its partnership with fashion e-tailer Myntra. Network President Nikhil Gandhi is confident that the move will boost the channel’s topline.
Zoom yesterday unveiled its new avatar ‘Zoom styled by Myntra’, making a transition from being just a TV channel to a platform-agnostic entertainment destination with presence on social media, digital and TV.
“We are going to grow by 40 per cent this year,” Gandhi said. He is confident about the increase in yield.
“If you look at the FCT business, it’s plateauing at a certain level. It will fill up your inventory once you reach a certain point, and we are already there. Our endeavour is to take our yield up (which is to increase the rate). You can’t do that unless you infuse energy, style and new content in to your brand. My growth is going to happen by taking our yield up. We are moving towards a 25 per cent increase in yield. It’s already happening because this pre-buzz has given us lot of boost,” said Gandhi.
“Eventually we want to build 30 per cent of our revenues from branded content, which is the way business is going ahead. On-ground is another element of business. Eventually, we are looking at the brand going into different elements; by way of merchandise and monetization of the brand in the form of experiences. I eventually want to build it as a separate unit and call it the experience business. But for now, it’s under branded content,” he added.
Gandhi said that Myntra is not just entering into a partnership at the strategic level, but also at the functional and operational level.
He explained, “All our anchors are styled by Myntra. In terms of look and feel, Myntra is adding a great amount of value.”
Gandhi added that at the fundamental level, this is a basic monetization-partnership deal.
The platform-agnostic channel will start off with two hours of original content daily and originals on weekends. Bollywood music will continue.
“Digital will be much more. On digital, we push out 55 days on Facebook and YouTube. My content is now omnipresent,” he added.
The originals will be produced by Zoom Studios, a vertical that has been “re-energised” this year. Currently the channel is in talks with all OTT players to syndicate the same content. He said the channel is already syndicating basic news to many countries in the world.
In the second half, Gandhi is looking at scaling up its on-ground properties.
“We are going to create IPs and experiences that have never seen the light of the day before. Next year, we are making Zoom Holi Party a mega-event and even make it a ticketing one. We are working with lot of partners for many events and experiences which will be built on music and entertainment, fashion, concerts and lifestyle. Eventually at the strategic business level, Zoom entertainment will be one element with all its assets.”
The ecommerce portal, meanwhile, is working on a technology that will soon enable viewers to shop what they see on Zoom.
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