MUMBAI: Not only does Times Television Networks' channel
Zoom enjoy the distinction of being the first Indian television
channel to air all the hot gossip from tinsel town, it is
now also the first to cross five million likes on Facebook.
Indeed, at the time of filing this news piece, the number
stood at 5,164,957 with 484,777 'talking about it' (the channel).
So how does Zoom pull it off? The channel claims its target
audience is mainly youth, which is most interested in the
happenings in the Bollywood universe.
The Facebook page keeps audiences updated on all that they've
missed out even if they're not actively watching the channel.
"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 news," explains Zoom CEO Avinash Kaul.
It's a known fact that building traffic is difficult and
sustaining it even more so. In such a scenario, Zoom claims
it focuses on understanding conversation patterns to come
up with newer, more innovative posts in the future.
"The choice of topic, stars, the time of the day (when
an update is put out) and selection of hash tags - all comes
from a close and mindful study of past trends," elaborates
Kaul, adding that the channel tries to put out breaking news
to create buzz among youngsters.
An in-house team handles social media and is responsible
for selection of posts to keep audiences engaged, which includes
contests, trivia and news. According to Kaul, the team micro
manages the posts to draw and keep traffic. "Immediate
response and relevant content through posts is our key focus
that has ensured a fantastic interaction," he says.
Avinash Kaul aims to keep audiences engaged to the channel through the Facebook page
Zoom's Facebook page, which started in 2009 and reaches 95
million people weekly, also has a show called 'Zoom It', which
plays song dedications made by its Facebook followers. The
fact of the matter is Zoom has sped past GECs in terms of
Facebook likes and the reason, according to Kaul, is: "As
part of family TV viewing, the youth has to follow GECs even
when they're not their most preferred choice of entertainment.
In the digital space however, it's entirely up to them to
choose and watch exactly what they want."
As things stand, only MTV just crossed the level of five
million likes as well, coming a close second to Zoom with
5, 013, 539 Facebook likes, followed by Zee with 49, 349,
Star Plus with 3, 184, 230 and Colors with 2, 225, 824.
While Zoom may want to be cautious about MTV's proximity
in terms of Facebook likes, for now, it sure is leading the