MUMBAI: Times Network’s entertainment channel Zoom is planning to launch a new celebrity chat show with a friendly approach.
The show titled Yaar Mera Superstar will be hosted by Garima Kumar and will air every Tuesday at 7:30 pm.
The channel has roped in Britannia as the presenting sponsor for the show and is in talks with other brands for the powered by category.
In the first week of the show, Zoom will broadcast two episodes with the two most anticipated movies of the year namely Dilwale and Bajirao Mastani.
The Dilwale episode on 15 December will feature Shah Rukh Khan, Varun Dhawan and Kriti Sanon, whereas the episode featuring the starcast of Bajirao Mastani namely Deepika Padukone and Ranveer Singh will air on 16 December.
The channel has already shot two episodes for the chat show.
Talking about the initiative, Zoom VP and product head Sunder Venkatraman said, “We will make sure that we do justice to both the blockbuster movies – Dilwale and Bajirao Mastani in our episodes. This is a well planned strategy from all aspects, be it on the content side or the marketing side. It will grab the viewers’ attention. At Zoom, we want to create the best content and deliver it to both the ends i.e. to the celebrity and the audience. We don’t want to follow a top down approach. We believe that Yaar Mera Superstar will further strengthen our portfolio of highly entertaining and informative shows, which also include Funtanaatan and Planet Bollywood among others.”
Yaar Mera Superstar will not follow the stereotype format and will not carry a serious tone. The half an hour show will feature celebrities doing never-seen-before things.
Zoom has strategically slotted the show in the 7.30 pm time band as it has a major chunk of its audience available at that time. The show will have frequent repeats across timelines, probably two to three times in a day. Venkatraman adds, “Bollywood is universal and the audience will consume it at any time they want to.”
The anchor as well as Zoom head of the content Garima Kumar will be seen interacting with celebrities in a friendly and casual manner by adding dollops of humour. Kumar will also be seen playing games with the guests. The show will bring stars out of their comfort zone, pouring their hearts out to the audience.
“We are not here to judge the celebrities about anything that they confess about on our show. There will be an added element of surprise in every episode,” says Venkatraman.
Zoom will be using various vehicles of the Times Network to promote the show across digital, linear and outdoor platforms. On social media, the hashtag #DilwaleOnZoom has been trending. “We will use the might of the entire Times Network to promote the show across our channels like Times Now, ET Now and Movies Now. We have devised a 360 degree marketing plan targeting the major group of people who are hungry for Bollywood news,” he informs.
Speaking on the channel’s availability across platforms, Venkatraman says, “Zoom is largely focusing on becoming a Bollywood destination in India. The channel’s mantra, Turn On, will make sure that we provide the information that the audience is craving for. Our aim is also to be available across all the possible platforms in India. If there is a demand from the audience, we might also launch our own application. If the audience wants fashion related content or if they want lifestyle related content, we will make sure that to serve the need of the audience.”
