Times Network repackages Zoom with Myntra tie-up, original content
MUMBAI: Times Network has repackaged its youth entertainment channel Zoom by inking a one-of-its-kind partnership with online fashion e-tailer Myntra. The channel is also being positioned as a platform agnostic entertainment destination.
The channel will also go big on original content which it will air alongside music and entertainment news content.
Zoom will sport a new logo ‘Zoom styled by Myntra’ beginning today at 9 pm. Through this unique partnership, Myntra aims to make #seeittobuyit a reality, where what the consumer sees on the screen can be easily accessed on Myntra.
In coming months, Myntra is planning to launch MyntraTV which will play Zoom’s shows. The MyntraTV consumers will get easy access to the fashion product which they will see in the show.
The channel has also refreshed its content by introducing ‘Zoom Originals’ which aims to create experiences beyond screens and feature coming of age stories. These shows will be styled by Myntra.
As a corollary to the brand revamp, the channel is also revamping its programming line-up, featuring original content, music and Bollywood news. The channel will have two hours of original content every day along with Bollywood music and 24×7 news which will be available through tickers. On weekends, the channel will simulcast original content along with its digital channels.
The network has incubated Zoom Studios through which it will create original content which will also be syndicated globally.
Times Network president Nikhil Gandhi said, “This partnership includes giving the brand a makeover, introducing a great amount of content, a great amount of backend integration in not just television but across platforms. We will have a separate focus on fashion and style and there is nobody better than Zoom and Myntra to bring out the fashion essence and style. We are now an omnipresent brand. Our content will be story-telling and Myntra will add value through fashion, apparels, and styling. So it is a fusion nothing is done by Zoom or Myntra alone.”
On 28 April, Zoom will launch its first original web show ‘The Reunion…Jab They Met Again’ which will depict the story of four friends who did everything together in school and their journey when they reunite after 10 years. The show will simulcast across the platform at 7.30 pm every Saturday for 10 weeks.
On the following Sunday, the channel will launch another show ‘Open House with Renil’. Hosted by Renil Abraham, the show will invite Bollywood celebrities for an intimate tête-á-tête to reveal their never seen before personalities.
‘E- Town News’ will be available in a fresh approach, predominantly focused on Bollywood news and updates. The show will have different segments like Fashion, Beyond Bollywood (TV, Hollywood) and What’s Buzzing? (social media trending stories).
‘Labelled’ hosted by Lifestyle coach and Style Guru, Nikki Arora will also be available in the 4-minute weekly short format to drive conversations, build an influencer and drive virality on the Zoom platforms. Apart from the weekly episode on TV, there will be multiple series of digital content of ‘Labelled’ that will launch shortly on ‘Zoom styled by Myntra’ social media platforms.
The flagship property, ‘Planet Bollywood’ has also been revamped. The anchors will now drive the conversation to reveal the real “story behind the news”. The show will also drive discussions to engage viewers on Zoom’s digital platforms and social media handles.
“My content will go across age group so I had that inherited advantage. Music will occupy huge staple but our imagination is to build prime time than what it is. We have built Zoom Studios through which we are creating a huge amount of original content and our vision is to syndicate this content with other countries. I am already syndicating my news content to other countries. We are beaming to 60 countries globally. We have two feeds one is meant for India and the second feed is for US and Canada,” Gandhi stated.
Driving exclusive and immersive experience through IPs, Zoom Styled by Myntra will launch ‘Golden Suitcase’, a travel award show that rewards consumer experiences and ‘Zoom Glammies’, an award show for India’s most beloved divas. ‘Style Watch’ is a bi-monthly property which will showcase airport styles of celebrities and will be Facebook exclusive. At a strategic business level, Zoom is planning to work on three elements in the future – Zoom Entertainment, Zoom Studios for content and Zoom Experience to offer event and IPs vertical.
On the ad front, Gandhi said that the endeavour this year is to take the yield up by 25% by infusing a great amount of content and style. “We want to take our rate up and the rate won’t go up unless you infuse a great amount of style and new content to brands. We are growing towards 25% of yield, it is actually happening. Eventually, we want to build at least 30% revenue from branded content and the on-ground events. In the future, we are also looking forward to seeing our brand going into the different form of merchandise and the way I monetize our brand. Right now it is under branded content business, we have only one IP like Holi Party,” he added.