Zoom launches marketing campaign to up Mumbai viewership

Zoom is looking forward to strengthen its viewership in Mumbai further. As Shailesh Kapoor, consumer marketing head of Zoom, says, “We are aware that Mumbai hasn’t been delivering viewership up to our expectations. This is why we have launched marketing campaigns to strengthen our viewership in this market.”

The channel has launched a 2-page, coloured, glossy weekly tabloid in Mumbai to strengthen its 10-11 pm time band, which airs two of the top scoring shows on Zoom – Popkorn and Page 3. The magazine is being distributed free across the city.

For instance, through the dabbawalahs, they are reaching out to a lakh viewers in a week during their lunch. The tabloid is also being distributed at multiplexes, malls and coffee shops. Kapoor says, “We are catching people at places and time, when they are captive.” He explains, “People can read the tabloid, while they are having lunch, or waiting for a movie to start, or even waiting at a coffee shop.”

Kapoor adds, “Entertainment news and gossip is one genre that we are looking forward to as it has scored well for the channel vis-à-vis other programmes. The best part is that no other channel does it as extensively as we do, except for the news channels who just have an one-hour programme.”

This is probably why the content of this tabloid is totally based on news and gossips from the entertainment industry. However, Kapoor clarifies that the content of this tabloid is exclusive and not a copy from Bombay Times or the channel’s shows – Page 3 and Popkorn. The tabloid also has games and crosswords to increase the interest level among the readers.

Reality is another genre that the channel is betting on apart from its regular game and lifestyle shows. Kapoor says, “In a few months, we will launch a couple of news shows on these genres.”

For promotions, the channel is even running promos on channels such as MTV and NDTV India. Kapoor says, “The on-air promos will cater to the national market. We have learnt that television is the best medium to promote television programmes.”

But isn't it surprising that MTV which is a rival of Zoom -- as it also caters to the same section of viewers – is carrying the promos of Zoom? To that query, Kapoor says, “It’s a monetary relationship and for them, we are just like any other client.”

When asked about the reason behind choosing NDTV India as a media vehicle in place of NDTV 24X7, he said, “We are a Hindi channel. Among the Hindi news channels, NDTV India caters to the higher socio-economic groups – the segment we intend to cater.” © 2005 agencyfaqs!