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LiveJournal Goes The YouTube Way In India; Hosts Zoom’s Bollywood Club

BCCL Owned TV Channel Zoom TV will be hosting their Bollywood Club community at LiveJournal (LJ); this is the first such “Partner Community” for LiveJournal. Bollywood Club is essentially a talent show on TV, featuring a talent pool of actors, singers, writers, lyricists etc.

What’s interesting is that the same content is available on both Zoom’s site, as well as the LiveJournal community.

Sameer Pitalwalla, Head of Digital at Zoom TV told MediaNama that LJ is hosting the community for ZoomTV for free. Why isn’t Zoom hosting the community themselves? Says Pitalwalla: “the (Zoom) website is where people come to read and view Zooms content- it is top-down. We don’t have a platform ego. If there any way of monetizing a community for us? No! Are into banner ad sales? No! Our sales team doesn’t go around selling banners for the website. We partner with Ad Networks for that.”

Zoom is bunding the LiveJournal community as a part of the advertising offering to Idea, and LiveJournal will be promoting the community on its platform. So that’s what they’re getting out of it. Pitalwala wouldn’t comment on whether LiveJournal paid Zoom for the community. Zoom also hasn’t given a commitment for promoting the community on TV, but it will be providing some support via their Audience Network.

In an emailed response to MediaNama, Benjamin Wegg-Prosser, Director of Corporate Development, SUP said that the content on Zoom’s site does not have commenting or social functionality, while LJ does. They believe their users will use the socialisation features. He says that given that LJ is just starting in India, it is important for them to work with new partners and develop new areas of expertise.

The deal with Zoom is a pure marketing relationship, similar to that which Google runs with partners through YouTube. On who has the rights to serve ads on the BollywoodClub Community, Wegg-Prosser said that they’re not monetizing the community at the moment. When they do, they’ll discuss it with Zoom. “In some cases we do rev share and in other cases we do not, it all depends on the deal.”

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MediaNama is the premier source of information and analysis on Technology Policy in India. More about MediaNama, and contact information, here.

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