iWorld
Zee TV introduces Facebook voting for ‘DID Super Moms’
MUMBAI: Zee TV has carved a distinct niche for itself in the digital space through a slew of path-breaking initiatives across its different shows over the last decade.
Whether it is through Facebook and smartphone apps, e-books and games, augmented reality consoles at malls or innovations in the voting mechanism of its reality shows, Zee TV continues to innovate in the digital space to ensure optimum consumer engagement with every big-ticket launch.
Marking yet another first on Indian television, the channel has activated ‘Facebook Voting’ for DID Super Moms.
Starting 3 May, viewers can vote for their favourite Super Moms by updating their Facebook status with the hashtag #supermoms followed by the contestant code. People can also vote via SMS and on the official Zee TV website www.zeetv.com/vote.
Zee pioneered the concept of missed call voting and made it free for viewers in 2012. The channel went one step further in 2013 and gratified viewers for voting through a Freecharge for every vote.
Speaking of the digital initiative, Zee TV marketing head Sorbojeet Chatterjee said, “The beauty of this initiative lies in its simplicity. We’ve taken the biggest social media platform – Facebook, that helps us make our voting mechanism easily accessible to viewers across various demographics, age groups, geographies and across multiple devices.”
iWorld
Prashant Iyer joins Sony LIV as head of marketing
The former Netflix India director grew the streamer’s social following from half a million to 55m
MUMBAI: Sony LIV has poached one of India’s most battle-hardened streaming marketers. Prashant Iyer, who spent nearly eight years at Netflix building its India operation into a social-media juggernaut, has joined the platform as head of marketing.
Iyer leaves Netflix having done rather a lot. He grew the streamer’s India social community from roughly 500,000 followers to over 55m, delivered engagement and organic impressions double those of rivals, and ran more than 250 campaigns across titles, brand and partnerships. In his final role as director, marketing, he sat on the core leadership team credited with driving 15-times revenue and subscription growth over eight years. He also served as the only director-level social leader across Asia-Pacific, a regional mandate that stretched across a 200m-plus follower community.
Before Netflix came Nike, where Iyer spent three and a half years straddling digital brand commerce and key account management, including ownership of Myntra, the brand’s largest digital account in India. Earlier still, Titan Company gave him his first crack at brand and digital marketing.
Sony LIV, which has been muscling for position in an increasingly crowded streaming market, has landed a marketer who knows precisely how to build an audience from scratch and, just as importantly, how to keep it. For a platform still chasing the kind of cultural cachet Netflix India took years to earn, that is not a bad place to start.
