With the completion of its first two weeks of airing Cloud 9, Zing has once again proved that it is a step-ahead of other South-Asian broadcasters in the UK in working towards creating a new connection with today’s British Asians. Based on the initial feedback received from young British Asians in the UK, the key factor that appeals to them about Cloud 9 is that they can relate with the characters because they display elements to which they can easily connect.
The English drama, which started on Monday 7th January 2013, boasts of a brilliant star cast, who celebrated the launch of the show together on its first day, including the crew and Rishi Rich, who has composed and produced Cloud 9’s soundtrack. Whilst some faces are familiar, including Niki Walia (Dr. Simran from Zee TV’s Hit drama ‘Astitva’) and Omar Khan who has appeared in Bollywood Movies, most of the artists are fresh faces in the South-Asian media space and they fit perfectly well with the characters portrayed in the show.
There is something for everyone on this show as it has been designed to meet the needs of various audiences across the day. Though it is still in its early stages, the trend of the ratings of the series show that the original episodes are delivering a good audience at 18:30 hours. The telecast at 22:30 hours has shown an increase in the slot ratings by 158% (compared to previous four week average ratings). The show is attracting a high percentage of young viewers aged 16-34 years, which is already a strong target audience for Zing and is developing well.
Archana Kanade, Zing Business Head, “Zing is going from strength to strength over the last few months. At the end of December, ratings were up by 168% vs. the previous 3 months. Despite the fact that Zing is a lifestyle channel, we have observed that in certain time slots in the day, Zing’s ratings are better than the viewership of other GEC channels. This growth has been spear-headed by the channel’s fast and relevant content. It’s innovative flair has led to the creation of Cloud 9, which is a local drama series designed directly for the viewer. With this move, Zing has ventured into a whole new territory – possibly one that the viewer would have expected from a GEC channel, but it has not been the case so far.”
Rishi Rich, Producer-Composer and pioneer of Indian-R&B fusion music in the UK, has worked on the soundtrack of Cloud 9, composing it and singing it for the first time. He says, “When I was approached to work on the music score and theme tune for Cloud 9, I was very excited because finally there was going to be a UK soap on TV for British Asians. When I actually sat down to compose the theme tune, I really enjoyed working on it as well as singing it. It was a great opportunity to showcase myself as a musician.”
Valmike Rampersad, Lead Actor in Cloud 9-Ajay, “It is great to hear that so many Brit-Asians are following the show and the support has been brilliant. We hope that everyone can relate to at least one of the characters in some way. The show really is unique in that not only is it the first British Asian drama to be UK produced, but it also doesn’t rely on the stereotypical roles that Asians are often associated with – cab drivers, etc. The whole show could easily be done by a different ethnicity as the story lines are universal. No terrorist plots here! Just some very real stories being told by a passionate cast and crew.”
See what is happening on Cloud 9, every Mon-Fri at 6:30pm; repeats at 10:30pm, 10:30am and 4:30pm, with the Omnibus on Saturdays at 5.30pm, only on Zing which is available to view at http://www.yamgo.com or http://www.yamgo.mobi