Zing wants to instil strong moral grounds via its content offering: Pankaj Balhara

The year 2020 had started with a bang for Zing with the launch of a gamified chat show, ‘Zing Game On’. After successful creation of IPs like ‘Pyaar Tune Kya Kiya’, ‘Aye Zindagi’ and ‘Mission XPD’, the channel ended 2020 on a high note by launching the 11^th season of the popular youth show, ‘Pyaar Tune Kya Kiya’. Zing wants to sustain this momentum going forward.

Pankaj Balhara, Deputy Business Head - Music Cluster, ZEEL, shares the key focus areas for 2021, content strategy, ways to strengthen the consumer connect and more.

Creating opportunities for brand and consumer to connect & interact

We are glad that through our offerings we present fresh and edgy content that connects directly with the youth, their sentiments and perception. Our channel has grown with the genre and has developed a loyal fan base. Going forward, one of the biggest focus areas will be creating opportunities for brand and consumer to connect and interact.

Content that becomes part of our consumers’ lives

Zing stands for fresh, edgy and bold content. Zing as a channel is skewed towards the youth. The understanding of this TG is important when we seek to provide varied content that keeps these youngsters coming back for more. In 2021, through our content, we will continue to bring a fresh perspective on the challenges faced by the youth. The channel will aim to inform and enable viewers to make the right decisions, instilling strong moral grounds via the content offering. In 2021, the channel will bring content which resonates with the brand ideology and helps young viewers to identify and relate to the programming on a personal level. The channel will continue to deliver content which offers both the key parameters – content and connect.

Providing variety of content across genres

Today’s youth live in an era of abundance. They have access to the best of the programming content and hence, they expect supreme quality from the entertainment providers. The industry has evolved in an interesting way over the period of time and these are the times of transformations. At Zing, it will be our endeavour to provide our viewers with the best programming content across genres. From love to drama to thrill to music to friendship – we intend to cover it all. The popular youth show, ‘Pyaar Tune Kya Kiya’, will continue to entertain the viewers in 2021 with heart touching love stories. Apart from that we are working towards creating a strong pipeline for 2021.

Connect with the consumers beyond TV

We continue our commitment to cater to the younger generation. Keeping this in mind, Zing always focuses on an overall communications plan that targets every platform with special focus and attention spent on connecting with the youth through their language. Riding high on insights that digital media has a wider reach among the youth, in 2021 we will continue to aggressively use this medium to connect with our consumer.

Strong content partnerships with other brands to create a compelling narrative for that brand

In 2020, Zing has Paree Sanitary Pads as ‘Pyaar Tune Kya Kiya’s title sponsors. Zing took an innovative approach for this association by not just doing TV integrations, but generating larger conversations about menstruation across digital mediums through comic strips, engagement polls, digital videos, etc. The conversations were not just addressing women, but the channel attempted to normalise these conversations with men as well. Going forward, Zing will look at such strong content partnerships which will go well with the new normal and help bring change in the society.