MUMBAI: Not only does Times Television Networks' channel Zoom enjoy the distinction of being the first Indian television channel to air all the hot gossip from tinsel town, it is now also the first to cross five million likes on Facebook.

Indeed, at the time of filing this news piece, the number stood at 5,164,957 with 484,777 'talking about it' (the channel).

So how does Zoom pull it off? The channel claims its target audience is mainly youth, which is most interested in the happenings in the Bollywood universe.

The Facebook page keeps audiences updated on all that they've missed out even if they're not actively watching the channel. "Zoom has systems in place to ensure that even if one is not in front of the TV, one never has to lose access to the latest news," explains Zoom CEO Avinash Kaul.

It's a known fact that building traffic is difficult and sustaining it even more so. In such a scenario, Zoom claims it focuses on understanding conversation patterns to come up with newer, more innovative posts in the future.

"The choice of topic, stars, the time of the day (when an update is put out) and selection of hash tags - all comes from a close and mindful study of past trends," elaborates Kaul, adding that the channel tries to put out breaking news to create buzz among youngsters.

An in-house team handles social media and is responsible for selection of posts to keep audiences engaged, which includes contests, trivia and news. According to Kaul, the team micro manages the posts to draw and keep traffic. "Immediate response and relevant content through posts is our key focus that has ensured a fantastic interaction," he says.

Zoom's Facebook page, which started in 2009 and reaches 95 million people weekly, also has a show called 'Zoom It', which plays song dedications made by its Facebook followers. The fact of the matter is Zoom has sped past GECs in terms of Facebook likes and the reason, according to Kaul, is: "As part of family TV viewing, the youth has to follow GECs even when they're not their most preferred choice of entertainment. In the digital space however, it's entirely up to them to choose and watch exactly what they want."

As things stand, only MTV just crossed the level of five million likes as well, coming a close second to Zoom with 5, 013, 539 Facebook likes, followed by Zee with 49, 349, Star Plus with 3, 184, 230 and Colors with 2, 225, 824.

While Zoom may want to be cautious about MTV's proximity in terms of Facebook likes, for now, it sure is leading the pack...