afaqs!

Zoom undergoes revamping, adds seven new shows this season

By Sumantha Rathore , afaqs!, New Delhi | In Media Publishing | September 09, 2008
With the addition of crime and reality shows amongst other genres, Zoom readies itself for a makeover

With the & #BANNER1 & # aim of increasing the time spent by viewers on the channel, Zoom has undergone revamping and is all set to roll out seven new programmes for Bollywood buffs this September. The channel has also forayed into the reality genre with the launch of its big ticket show, called Idea Bollywood Club, which will showcase the stories of people who are struggling to make a career in the film industry.

Idea Bollywood Club will reveal all that happens behind the scenes - the frustration, grit and the desire to make it big in films. It will feature a variety of acts, stories and a host of celebrities. The talent show will be based in a lounge bar in Mumbai.

The new programming line-up also offers a combination of reality shows, new anchors, Bollywood news, gossip and biographies.

MK Anand
Talking to afaqs! about the revamp, MK Anand, business head, Zoom, says, "We are barely four years old and in this short span, we have enjoyed a very good reach. Zoom has a penetration level of approximately 90 per cent across the country, but we rank low on time spent by the viewers on our channel."

He adds, "By launching these shows, we aim to increase the viewing time. Zoom is getting sharper and our new shows will bring Bollywood closer to the viewers' home."

Zoom's programming revamp began with the launch of three new shows last month, including The Rise and Rise of Shah Rukh Khan, The Rakhi Sawant Showz and Inside Bollywood with Rohit Roy. Idea Bollywood Club and Planet Bollywood are the other programmes which will go on air from September 9.

The channel also plans to launch some other shows this month, including Bollywood Files (a 10-part investigative series which tracks Bollywood scandals and crimes), Zabar 10 (a countdown show), Life and Times, Bollywood 2008 and a new season of Let's Talk. Planet Bollywood, which replaces Popkorn, will cover stars and their lives off screen. Bollywood 2008 will be about what the planets have in store for the celebrities.

Anand explains that though the channel has a good recall, it did not have programmes to ensure that the audience got hooked on to the shows for longer durations.

He clarifies that by entering different genres, the channel is not shifting its focus towards the masses but is still catering to the ever increasing multiplex audience. "Our target group is still the same, UUI (Urban Upscale India) in the age group of 15-44 years," he asserts.

Zoom does not share details on how much money has been pumped in for the new shows. It says that a significant amount has been spent and its programming budget has gone up by three to four times. The channel has some big plans for increasing its visibility. It plans to launch another five to six new shows by January 2009.

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