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Zoom to foray into fiction, merchandising
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<img style="float:left; margin: 0px 10px 0px 0px ;" src="http://www.afaqs.com/news/news_story_grfx/2010/27286_2.jpg"/>Zoom, after its pompous launch in 2004, was unable to make a clear mark in the market. From being a glamour lifestyle channel catering to the crème de la crème audience, the channel now offers Bollywood entertainment to the masses - and that seems to have worked for it.

Thinking back, Bala Iyengar, business head, Zoom says that the channel was quick to act on the learning. "We found out that while the lives of Page 3 celebrities are interesting - it is not perpetually so. The connotation of glamour in India has always been a derivative of Bollywood. We just shifted the lens from Page 3 to Bollywood, retaining the glamour. The life and times of Shobha De is fascinating but that of Shahrukh Khan is infinitely fascinating," he says.

So, while in 2006 Zoom was weighed along with channels such as AXN, Zee Cafe and STAR World, today it is slotted with channels such as MTV, 9XM, Bindass and Channel V. The target group (TG) is urban, upscale metro audiences in the age group of 15-34 years.

In the last few years, the channel has changed its positioning to reflect its heavy Bollywood offering. From 'Zoom into Bollywood' in 2007, it now promises '100 per cent Bollywood', with a view to be synonymous with Bollywood.

The channel began the year by hiking its ad rates. Zoom had to offer heavy price discounts to advertisers owing to the slowdown last year. In 2010, Iyengar says the price has been corrected.

"Zoom recorded a 10 per cent growth in revenues last year and this year, with the market looking up and with the price correction, we hope to increase revenues by 50 per cent," he adds.

Following IPL Season 3, Zoom launched eight new shows - music shows Discography and Zoom Box; series called Bollywood Revealed and Ring A Star; countdown shows Zoom Hot List, Tentalize and Stardum; and the newest addition, called Dynasty, which is also a feature.

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