The youth has always loved their
entertainment. But with just one TV screen entertaining an entire household,
how much access did a youngster really have to the entertainment he/she really
loved? Enter - an attractively affordable
range of smart-phones, laptops, tabs, a decent network connection and a
plethora of social media platforms that allowed picking, sharing, commenting,
trendifying. And suddenly we have the birth of the alternate screen; the rise
of access and finally the time for true choice is truly here! Fulfilling this
newfound appetite for entertainment by fitting into a digitally powered social
environment was surely every content provider’s dream. TV went social. It had
to. But did everyone make it there –
significantly enough? The numbers speak for themselves.
When it comes to Bollywood and glamour, zoOm
has so far been the most preferred destination on TV. In the social media space
also, especially without the restrictions of sharing screen / time with others,
the brand has further emerged as a youth destination of choice. zoOm’s
community on Facebook is the biggest amongst all TV channels. With the fan
count crossing the 50 lac mark recently, its bigger than the online communities
of some of the mainline GECs combined (Star Plus, Zee and Sony Entertainment
Television)! Just the Facebook community of zoOm ropes in a weekly reach of 95
lacs, with its posts delivering impressions in the excess of 4 crores every
week. A whopping 80.19 crore views on Youtube, a ‘people talking about’ stat of
nearly 5 lacs on Facebook at any point of time and a Twitter following of 2.2
lacs – shows how zoOm’s social media destinations are buzzing with activity at
all times. As India’s largest consumer survey on mobile usage, ‘Airtel Mobitude
2012’ revealed, zoOm is also the 3rd most consumed TV channel on Mobile TV.
Whether it’s the latest news about upcoming
releases, tangy reviews, steamy gossip, fashion trends, photo-releases or an
exclusive byte of their favorite stars – the youth don’t seem to be getting
enough of it. Yet, its only through careful monitoring and studying past trends
that zoOm ensures that it puts out content that the audience is looking out for
the most. In this space, it is key to be first. zoOm has systems in place to
ensure that even if one is not in front of the TV – one never has to lose
access to the latest. The reach and speed of zoOm’s news has not only found
popularity among viewers, but celebrities too. Recently, an exclusive picture
of Priyanka Chopra with Pitbull tweeted by zoOm and then retweeted by Priyanka
herself, drove more than 53 lac impressions by the tweeple.
Speaking about the digital edge and zoOm’s
strategy, Mr. Avinash Kaul, Chief Executive Officer of ET NOW, TIMES NOW and
zoOm said, “A user’s interaction with content online or on social media happens
entirely out of an individual’s choice. Being the No.1 TV channel in our
category, a dominating presence in this space is a double whammy for zoOm as it
goes on to show that the youth finds a real connect with our content. Beyond
just viewership, it is also engagement with the content, using it as a social
currency, a conversation starter. So
much so, that they are actively seeking it, consuming, sharing and interacting
over it on a regular basis.”
Despite the huge outreach that its social
media space is able to offer, zoOm doesn’t only use it to inform its loyal fan
base about upcoming content, but also to design the content itself. A show
called ‘zoOm it’ – which plays song dedications made by fans on Facebook is one
such example. This property was initially built exclusively in the social media
space and as the requests came flooding in, a dedicated property on the channel
called ‘zoOm it!’ was created to close the engagement loop. The show is now a
long-term hit and its social jockey Nikita continues to enjoy her own loyal
following in the social media space.
With the present avenues conquered, the
success for zoOm now lies in constantly observing and responding to the
changing trends of the mediums itself. It already has a following of 11 lac+ on
Google+ that many other brands are yet to explore. A presence on SocialCam,
Tumblr and Pinterest – offer opportunities of better content curation
experience amongst its more evolved audiences.
When asked about the scope of getting other
brands to integrate with zoOm in its social media space, Avinash responded,
“The digital medium has given us an added advantage to target relevant
audiences in a highly focused manner, engage with them and gain further amplification
across peer groups, making it an interesting choice for contextually cobranded
activities. Its not a mere marketing outreach, but a strong resonance with the
youth that we can look at tapping into.”
At a time when increased clutter and rapidly
evolving consumption habits of audiences are finding media brand owners asking
desperate existential questions – zoOm has managed to not only extend its
identity into the online space seamlessly, but build it even further. Fitting
right into the changing consumption trends of its key audience, the youth, zoOm
has managed to bridge its various entertainment avenues and deliver a
consistent brand experience across. With effective social listening and content
planning along with an efficient content delivery system it has successfully
created a content haven that the audience themselves seek out for.
zoOm, India’s No. 1 Bollywood channel, and a
trendsetter in its genre, brings viewers closer to the biggest stars through
the hottest entertainment news, features, countdowns, music, trends, celebrity
interviews and reviews. zoOm is available across 28 countries worldwide besides
heavy presence in the social media space making it the one stop shop for
everything related to Bollywood.
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