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Zing’s revamp plan to have non-fiction reality in menu
MUMBAI: ZEEL-owned Zing, which is on a revamp mode, will introduce non-fiction reality as part of its content mix to position itself alongside youth channels such as MTV and Bindass.
The move to lift Zing to a different tier of operations will entail higher investments and have potential to increase revenues.
Zing will enter the non-fiction reality genre in October, coinciding with the festive season that traditionally sees a spurt in advertising expenditure as clients use the window to boost their sales.
“We have done well with our fiction shows like ‘Pyar Tune Kya Kiya’. Now we plan to enter the non-fiction reality genre and be successful with that as well,” Zing and Zee ETC Bollywood business head Vishnu Shankar told TelevisionPost.com.
The revamp strategy will involve restructuring the content grid of the channel. In the newly shaped Zing, programming content, including fiction and non-fiction, will go up to 55%, from the current ratio of 50%. Music content will remain at 35%. The channel will trim its film content to 10%, from the earlier 15%.
“Non-fiction content has the potential to give us more ratings. In terms of advertising and viewership also, the potential is higher,” Shankar said, explaining the new plan for the channel.
The non-fiction content will be seasonal properties and air on weekend primetime. “We are going to start with a non-fiction property consisting of 26 episodes. Our non-fiction reality show could be about relationships and other issues which concern youth who use dating apps like Tinder,” said Shankar, without disclosing details of the show.
Will Zing go for global format shows? “We haven’t decided whether the non-fiction reality show will be an in-house format or a format acquired from elsewhere,” he said.
Zing has roped in Shraddha Kapoor as the youth channel’s brand ambassador and will launch a campaign called #That’s My Thing.
“Shraddha Kapoor will be our brand ambassador. Very soon, we will launch TV commercials and outdoor campaigns featuring her association with Zing. As a youth channel, we will concentrate on all issues that concern the youth such as career, relationships and personal grooming,” Shankar said.
Zing will launch a new fiction show called ‘Aye Zindagi’. Produced by Starcraft Manoranjan, ‘Aye Zindagi’ will launch by July and air on Sundays at the 7 pm slot. The show will run for 13 episodes in its first season.
‘Bad Company’ will soon return for a second season. Produced by Lost Boy Productions, the new season will consist of 13 episodes.
“Our primary target audience is the 15–21-year-olds though we also have a secondary viewership in the age group of 21–30 years,” he explained.
The youth channels are going through an interesting phase in India. MTV, which has shows including ‘Splitsvilla’ and ‘Roadies’, has decided to increase its investments in long-form content. Channel V, on the other hand, will become a youth-focused music channel from 1 July, four years after it decided to shed its music tag and become a youth general entertainment channel (GEC). The fiction content of the channel will run until June end.