GoodTimes: Good News in Tough Times
Updated: Dec 9, 2020
The year 2020 has been witness to many unforeseen developments. It has urged businesses across sectors to rejig, re-plan and revisit strategies.
Through it all, have emerged opportunities, scope and new tenets of growth. Through the year, GOODTiMES, the first and the foremost lifestyle television channel of the country, has consolidated upon what it always believed in-giving its viewers affirmative mantras, advocating living large and celebrating all that is quintessentially Indian! It propagates a ‘lifestyle’ that is imbued with an idea of ‘feeling good’.
True to that ideology, in the last few months, the channel with its unique offering of an entire gamut of lifestyle programming, has done what it does the very best – bring its viewers closer than ever before:to reconnect, rediscover and to simply feel positive’. In fact, in the current backdrop,viewer engagement with the channel has seen an even more noteworthy surge, solely due to the inherent optimism a GOODTiMES show always exudes! The business of TV could well be in the cusp of a transition, but the aspirational viewer in year 2020 continues to look at GOODTiMES for what it is – a platform that is invariably and inimitably #DesiAtHeart, with a global outlook not just on TV but on Digital as well .
As per Mckinsey's latest report on Indian Online Trends (2018) the averageIndian social media user spends 17 hours a week on the platforms, which is more than those in China & America. These figures are indicative of the tremendous opportunities that exist to satiate the country's digital appetite. In the last one year GOODTiMES accelerated the process of adapting & executing a digital strategy for our customer network keeping in mind not just our current customers but also our potential audience.Articles, videos, video articles, polls, quizzes, contests, memes, live interactions and many other trending formats were explored to create appealing & customized content in engaging formats suited to customer choices on every platform. Owing to all this we witnessed a growth in numbers on our website as well as social media handles.
This growth was further fueled in the post Covid world, with the new reality being increased dependency on the online medium as consumers switched to digital not just for information & ecommerce but also for entertainment. We capitalized on this opportunity by upping our content creation. A deep dive into our 6 month social media performance (Jan 20-June 20) revealed a28% increase in Facebook engagement, 36% growth in Instagram followers, 40% increase in YouTube watch time, 12% spike in Twitter impressions. We conducted regular Facebook & Instagram lives where we collaborated with influencers from the fields of health, fitness, beauty, astrology, food and Bollywood celebrities. Entertainment content was an integral part in this growth journey as we had some of the most popular faces over Instagram Lives & Zoom interviews spreading Good Vibes with Goodtimes
New content series such as Good News With Good Times- a tri weekly video property which focuses on the positive stories during Covid 19 was launched on our Facebook & Instagram pages. The format was well received by viewers and we completed 100 episodes last week. This format was also synergized on the television channel. A key genre where we grew rapidly was the food space where we experimented with creating quality content in various formats.What's in my fridge Facebook Lives involved India's biggest chefs taking us through their fridge & using readily available ingredients to cook live for our viewers. Another video property Lockdown Chefs was conceptualized keeping in mind the mood of teh country and the birth of many home Chefs during lockdown due to Covid 19. For this our approach was to stick to user generated content that came in from smaller food influencers featuring recipes from every state of India. Branded food content series such as Challenge The Chef by Vicky Ratnani, a 4 part series for Worldmark & a virtual GOODTiMES party by Whiskey Samba also helped add to the variety of food content on our digital handles.
The new season of our flagship show Band Baajaa Bride With Sabyasachi received tremendous engagement on all social media platforms - YouTube, Facebook & Instagram. The YouTube videos of BBB Season 9 topped the charts as the most high performing videos this year. In the last year we also worked towards creating value by leveraging on our iconic, award winning programs which were made available on OTT platforms such asAmazon Prime and will soon be available on Voot and Hotstar.