Zoom TV's viewership zooms on digital front
Televisionpoint.com Correspondent | Mumbai
It's a new digital platform and one that has yielded results. Given that video is no longer consumed only on TV, marketers are adjusting to a different kind of prime time.
Zoom TV, the lifestyle and entertainment channel, has managed to tweak this in its favour. Streaming video and audio has taken over the world wide web, and the online video advertising market is estimated to be around Rs 60 crore in India.
Speaking to Televisionpoint.com, M K Anand, business head, Zoom TV, "Through our association with YouTube, Facebook, Nautanki among other digital platforms, users download about 1.5 million Bollywood news centric videos every week, which is by far the largest in the country."
"Instead of trying to attract audiences to a portal, we decided to provide content available to audiences where they were present. This strategy translated to over 11 million viewers who were not limited to a single portal, thereby ensuring maximum reach." says Sumeet Pittalwala, digital head, Zoom TV.
Anand also states that "Zoom's total viewership grew 80 per cent across the network over the last quarter, India's traffic grew from 20 per cent to 45 per cent from July 2007 to July 2008, outpacing the US."
As of April 2008, streaming video and audio content accounted for nearly 50 per cent of all HTTP traffic, or nearly 10 per cent of all traffic on the Internet. In the US, Americans view an average of 11.4 billion videos. Data compiled by ComScore showed that around 73.5 per cent of the total US Internet population viewed online videos, which amounts to an average 84 videos per viewer.
Televisionpoint.com recently also reported that the video advertisements are emerging as one of the most effective online advertising mediums. Experts say click through rates in video ads are between 20 and 40 times higher than the click through rates of other forms of display advertisements.
It's a new digital platform and one that has yielded results. Given that video is no longer consumed only on TV, marketers are adjusting to a different kind of prime time.
Zoom TV, the lifestyle and entertainment channel, has managed to tweak this in its favour. Streaming video and audio has taken over the world wide web, and the online video advertising market is estimated to be around Rs 60 crore in India.
Speaking to Televisionpoint.com, M K Anand, business head, Zoom TV, "Through our association with YouTube, Facebook, Nautanki among other digital platforms, users download about 1.5 million Bollywood news centric videos every week, which is by far the largest in the country."
"Instead of trying to attract audiences to a portal, we decided to provide content available to audiences where they were present. This strategy translated to over 11 million viewers who were not limited to a single portal, thereby ensuring maximum reach." says Sumeet Pittalwala, digital head, Zoom TV.
Anand also states that "Zoom's total viewership grew 80 per cent across the network over the last quarter, India's traffic grew from 20 per cent to 45 per cent from July 2007 to July 2008, outpacing the US."
As of April 2008, streaming video and audio content accounted for nearly 50 per cent of all HTTP traffic, or nearly 10 per cent of all traffic on the Internet. In the US, Americans view an average of 11.4 billion videos. Data compiled by ComScore showed that around 73.5 per cent of the total US Internet population viewed online videos, which amounts to an average 84 videos per viewer.
Televisionpoint.com recently also reported that the video advertisements are emerging as one of the most effective online advertising mediums. Experts say click through rates in video ads are between 20 and 40 times higher than the click through rates of other forms of display advertisements.
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