MUMBAI: The Times Group's non-fiction entertainment and lifestyle channel Zoom has started its test feed as of noon yesterday.

Bennett, Coleman & Company Limited president Arun Arora provided this update to indiantelevision.com about the first of the four "premium, unique niche channels" that the Times stable expects to launch over the next 12 to 15 months.

It is all going like clockwork thus far and the next phase of the channel's pre-launch activity is scheduled to be initiated on the 16th evening, which is when actual programmes will be introduced into the test feed.

According to Times Television Network COO Apurva Purohit, the full gamut of programmes that will be available for viewing will be run through on the test feed and prior to the Zoom's officially launch.

The marketing and promo efforts have already kicked in with teaser hoardings going up over the city's skylines. Times has strategically taken up space on bus shelters as well, as part of the pre-launch activity.

Lemon, which bagged the Zoom creative account, has shot the promo campaign for the channel in Dubai.