Television

Zoom consumers are micro-influencers on their own: Nikhil Gandhi

The channel's partnership with Myntra seems to have paid off.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/10/31/nikhil-gandhi.jpg?itok=A9_jy-GR

MUMBAI: Zoom, the entertainment channel of Times Network recently revamped its identity from just Zoom to Zoom styled by Myntra. The revamped version went live on 19 April 2018 at 9 pm. Now Zoom has a sub brand called Zoom Studio, which will provide content to many OTT players. 

Currently, the channel has 10 million unique visitors per month and on social media, the channel is followed by 20 million people, according to Times Network president Nikhil Gandhi.

At Indiantelevision.com’s new video economy event BrandVid powered by Colors, Gandhi said, "The most important thing that has come out of this deal is how we trade around with content that works well for them as well as us.” From Myntra’s strategic point of view to build and influence the whole fashion space, we were lucky to have the timings so well matched that it jelled into their own strategy. The association went beyond just plain vanilla branding to largely on the back of content."

The event was organised by Indiantelevision.com on 30 October 2018 in Mumbai, for brands, agencies, marketers, broadcasters, publishers and producers to understand how to work closely and create short form and long form content which will connect with the audience directly.

The deal is a monetised partnership that Gandhi is optimistic will travel beyond at least three years. Outfits for the anchors on the channel are provided by Myntra. Zoom aimed to leverage Myntra’s style quotient for a new look and feel, shows, web-series, short formats and exclusive experiences.

By the end of the year, its new Zoom Live division will be available. “We are working on a very strategic initiative on how we influence our community which is beyond engaging on digital as well as television. We are building on a phenomenon called ‘Escapism’ where we want the consumers to escape from their reality into our world and engage with them with great content.”

The channel has original content produced by Zoom like Reunion, Ready to Mingle, Imperfect and many more. Myntra and Zoom get the traction on board in equal measure for the shows. Gandhi believes that each of their consumers are micro-influencers on their own.

“On the other hand we have been able to also take advantage of the things they have, fashion as a category lends organically to the whole of Bollywood. If you go to the Myntra site, we now have a Zoom store on it and we provide a lot of content to them and they engage with their consumers on how they can influence their buying patterns as far as the content is concerned,” he pointed.

At the time of the revamp, Gandhi mentioned that they are targeting the sweet spot of 15-24-year-olds.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/27/zee.jpg?itok=quyR6nSh
Zee Keralam invites short-film makers to showcase their films

MUMBAI: Short-films are no longer short! Malayalam entertainment channel Zee Keralam is giving a platform to short-film makers through a new programme titled ' Short Premiers.' The programme will premiere short-films made in Malayalam. It is aimed at encouraging short-film makers.  

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/27/priv.jpg?itok=KFL6tm7n
Science Fiction Noteworthy Novelist Orson Scott’s Ender’s Game Airing On &PrivéHD

In this futuristic thriller of an extra-terrestrial invasion over mankind, humanity’s grasp over what is left, lies in the hands of gifted children where strength lies in mind over matter. Featuring yet another tale of unforeseen escapades and fantastical journeys, &PrivéHD, is set to air ‘...

Television TV Channels English Entertainment
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/27/cnn.jpg?itok=vwxbAhrx
UNWTO, CNN partner on Travel Tomorrow campaign

MUMBAI: Inspiring people to dream of destinations to visit and Travel Tomorrow, when it is safe to do so, is the message behind a newly launched CNN campaign which was devised for the United Nations World Tourism Organization (UNWTO). The 60-second film, which runs on CNN International, takes...

Television TV Channels People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/27/face%20masks.jpg?itok=9cFXRMNT
ViacomCBS Consumer Products launches global reusable face masks

MUMBAI: ViacomCBS Consumer Products today announced it has entered into agreements with multiple global licensees to create face masks featuring iconic characters from many popular Nickelodeon properties including SpongeBob SquarePants, which is available now at the SpongeBob Shop, as well as PAW...

Television TV Channels English Entertainment
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/27/sri.jpg?itok=BypouK1V
Latasha Jadhav leaves Sri Adhikari Brothers TV

Latasha Jadhav has resigned from the post of chief financial officer from Sri Adhikari Brothers Television Network Ltd with effect from 26 May, 2020 on personal grounds, informed the company in filing to SEBI.

Television TV Channels People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/27/barc.jpg?itok=LKGQDKe4
News ratings on the decline as lockdown eases

News is event-driven. Events drive up viewership of news channels. Elections, disasters, pandemics send news channels into a frenzy.  Coverage, debates, breaking news …., the rapid staccato oratory, hyperbole, events dissected from different angles often leaving messy dregs of the matter.

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/26/and.jpg?itok=9De8GSFZ
Get ready to witness the mind-blowing journey of the goliyon se tez shooter dadis in the &pictures premiere of Saand Ki Aankh

‘Shooter daadiya ka andaaz bohot hain tez, jeet na paata koi, jab hove hai goliyon ki race’.  All set to hit the bullseye this Saturday is director Tushar Hiranandani’s perfect entertainer ‘Saand Ki Aankh’ that narrates that true-life story of India’s oldest sharpshooters, Prakashi and Chandro...

Television TV Channels Movie Channels
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/26/discovery.jpg?itok=jlCPQrJ0
Discovery premieres Wild Karnataka, brings stars to celebrate wildlife

MUMBAI: Discovery in a unique initiative aimed at raising awareness about the rich biodiversity of India and the need for wild-life conservation has pulled in celebrated actors to provide voice-overs for the premiere of documentary ‘Wild Karnataka’ on June 05, the World Environment Day.  Produced...

Television TV Channels English Entertainment
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/26/colors.jpg?itok=Hfmnhl6m
COLORS Tamil launches new series Mangalya Dosham

MUMBAI: Viacom18’s 24-hour Tamil general entertainment channel COLORS Tamil is launching a new daily series Mangalya Dosham, starting Thursday, 28 May 2020. This exciting original content makes it the first Tamil general entertainment channel to introduce a fresh line-up during the lockdown. The...

Television TV Channels Regional

Sign up for our Newsletter

subscribe for latest stories

* indicates required