MUMBAI: Zoom, the entertainment channel from the Times stable, is bridging the gap between the television and online mediums. In order to maximise its reach using three staple diets of Indians- fashion, Bollywood and entertainment-it has partnered online fashion and lifestyle company, Myntra, to form a new revamped identity. Zoom will no longer be called just ‘Zoom’ but rather ‘Zoom styled by Myntra’.
The “reimaged” (as the company prefers to call it) identity went live last night-19 April 2018 at 9 pm IST. Times Network president Nikhil Gandhi affirmed, “Zoom is not a TV channel, but it is an omnipresent brand and Bollywood in India is like a meta-state. With our focus on original content, we will be targeting the sweet spot of 15-to 24-year olds.”
Zoom aims to leverage Myntra’s style quotient for a new look and feel, new shows, new web-series, short formats and exclusive experiences. The new logo and packaging reflect style, vibrancy and happiness that are symbolic of the channel’s target audience.
With ‘Zoom styled by Myntra’, viewers will see fresh new faces, stylised looks and latest trends from Myntra, rising stars, the best of Bollywood and popular music. Moreover, the clothing/apparel that will be worn by the celebs/actors/anchors would be shoppable via a Zoom store on Myntra. Through this partnership, Myntra aims to make #SeeItToBuyIt a reality, wherein what the consumer sees on screen can be easily accessed on Myntra.
Myntra is using the association to strengthen its position in the fashion space. The deal between Zoom and Myntra is a monetised partnership that Gandhi is optimistic will travel beyond at least three years.
Myntra head of research and insights Priyanka Bhargav said, “This partnership will help us reach viewers of the channel across the country who are ardent followers. Moreover, core propositions such as styles, looks and brands will get a huge push through celebrity-driven content that the TG looks up to.”
Times Network MD and CEO MK Anand was of the opinion that Zoom had changed the rules of stereotype partnership deals in the industry with its association with Myntra and the refreshed identity reflects the kind of real, conversational and multi-lingual entertainment that viewers in India are looking for.
Considering that companies today are in a hurry to jump from offline to online, the reverse done by Myntra may be considered as a major move. Bhargav said, “Television has always been one of the most popular mediums for consumption of content, alongside social and digital mediums that are extremely popular. Television, in this association, will act as a catalyst for greater penetration and overall visibility for both brands.”
Myntra and Jabong CEO Ananth Narayanan said that by 2020, 75 per cent of the content consumed would be video content and made for India original content would grow substantially. “Fashion as a category lends itself well to the video format, much more than any other category. Each show will be styled by Myntra and you can easily get similar looks on Myntra,” he added.
“Zoom has good affinity in the Myntra demographic TG, especially millennials and Gen-Z. Zoom has very good reach, not only in metros but also tier 2 and 3 cities and towns, where Bollywood inspires style and people have strong aspirations. Online fashion shoppers are highly indexed on Bollywood, movies and music and one in four Zoom viewers has a strong affinity towards online shopping for fashion,” Bhargava pointed out.
According to Gandhi, Zoom is being distributed to 60 countries out of which Mauritius is its biggest market.
Last year was a difficult year for broadcasters as they grappled with the challenges of both GST and demonetisation. “At the top-line level, Zoom has grown nine to 10 per cent last year, which was muted growth across the industry. But this year is going to be phenomenal and we are going to grow by 40 per cent at the top line,” Gandhi said.
Amidst rumours that the channel may launch an over-the-top (OTT) platform, Gandhi said that there were no such plans for now but content syndication was surely on the cards. To engage viewers, the channel decided not to spend millions of dollars on creating originals but focus on the ‘feel’ of the shows. “The cost in which we had executed our web-series is unimaginable against what the OTT players are paying per episode. Our cost is very less compared to OTT players in the market,” says Gandhi.
The ‘Zoom styled by Myntra’ marketing campaign will enjoy visibility across channels via advertisements and promotions on the Times network will amplify the announcement to the larger audiences in addition to a few print ads and hoardings to keep the communication at the forefront in the traditional format.
Zoom Originals aims to create experiences beyond screens that will be warm, stylish and relatable, reflecting today’s coming-of-age stories, and viewers’ own lives and relationships. These shows will be shown on the channel as well as on YouTube as web series.
The channel’s flagship property, Planet Bollywood, will also get a makeover. The anchors will now drive the conversation to reveal the real “story behind the news”. The show will also drive discussions to engage viewers on Zoom’s digital platforms and social media handles.
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