RSS
Email
SMS
Zoom TV Ties Up With LiveJounal - Exclusive Interview With Both LiveJournal & ZoomTv On The Tie Up & More..
(3 votes, average: 4.33 out of 5)
Loading ...Email It!
ZoomTv’s latest offering the reality show around bollywood i.e. Bollywood Club has ventured into social 
media marketing by tying up with the latest entrant in the blogging space Livejournal.com and launching a blog on Livejournal around the reality show. Zoom is known to be platform agnostic and in some cases competitor agnostic as well when it comes to distributing their content so this tie up isn’t suprising but for that the fact that Liveournal has just launched recently in India with a flash fiction contest and may not still have sizeable Indian traction for mainstream entertainment content. So inorder to find out more we spoke to Benjamin Wegg-Prosser, Director of Corporate Development, SUP and Sameer Pitalwalla Head - Digital at Zoom Entertainment Network on the tie up and their future plans.
We spoke to Benjamin from live journal who threw light on the tie up and their future plans for live journal.
Objective behind the tie up with zoom tv - bollywood club?
This is a marketing partnership, livejournal is able to offer a platform and audience and bollywood club is offering great content and insights into a popular tv show. Livejournal is working across the globe on these sort of partnerships and to deliver one is India with a partner like zoom is a great opportunity
Future Tie ups in pipeline?
We also have established a partnerhsip with caferati to cover creative writing, we will be looking for similar partnerships in the future in areas like travel, sport and news
Target Audience? Bloggers or Corporates?
We are targetting anyone who has an interest in self publishing, be they people who want to write and express themselves or people who are looking for content which is outside of mainstream media - livejournal has a reputation across the globe for being a home for challenging and interesting writing and artwork, we want to build on that in India too.
Monetization Model for India?
Advertising - we are signed up with a global advertising exchange which has many local advertisers in india, that is our approach for the while. We will see how our work goes with the exchange and then look to engage with advertisers once we have started to deliver for them
We also spoke to Sameer Pitalwalla -Head Digital Zoom TV on the tie up and their strategy moving forward with respect to social media.
Reason to Tie Up With Livejournal?
LiveJournal has a very specific focus on the Indian blogosphere and creating indigenous communities around content. Our strength lies in creating great, engaging, Bollywood content in multiple formats. This opportunity offered a perfect blend of both our core competencies. Why a blog? The format of the show revolves around strugglers with individual stories to tell. Their stories, via blog entries, video and images will be powered by Zoom on the LiveJournal Idea Bollywood Club partner channel.
Why not host the community on Zoomtv.in?
A community is not formed in a limbo, it requires an established user base. Zoomtv.in has a set of extremely loyal readers who visit the site to read and watch our content. However, the demands that Bollywood Club exerted required a different blend of users, users who are active contributors and not mere readers. As with Zoom our strategy has always been to be platform agnostic, with 11 million views per month, we are the largest video content brand in India today as well as the most consumed brand across the platforms where we are available. Regardless of where the content is consumed, as long as we have control over monetization opportunities and branding, it doesn’t matter where it resides. We don’t have a platform ego.
How will this partnership help the show?
LiveJournal will be promoting the Idea Bollywood Club community across their verticals as well as engaging existing Bollywood communities to engage with the vertical. Secondly, this is not a show, its an overarching concept. Bollywood Club is a physical place, anyone can go to the club and audition in front of Bollywood luminaries. Unlike reality shows, there is no ‘winner’ at the end of it and TV is not the only showcase for this concept. When you are looking at 6 month activation, you stop thinking about TRP’s and start looking at engagement.
Does Social Media Marketing have an impact on TV Viewership?
Social media is a buzzword, all media is intrinsically social. Just because a certain media causes audience engagement in front of a water-cooler instead of an online bulletin board, doesn’t mean it can’t ellicit engagement. Cross media rarely has any spill-over effect, what it does have is an amplification of concept, unfortunately, the effect is intangible, since it can’t be measured using existing data measurement tools. Each medium begets consumption on the same medium.
Loading ...
Leave a Comment and Follow the replies through Post Comment Feed