here is no knowing these days who might cooperate with whom. Zoom, the lifestyle channel from Bennett, Coleman and Co Ltd (BCCL) has tied up with Music Television (MTV) to co-sponsor Khamosh, a compilation of songs on the latter. What prompted this move? "While we are not afraid of competition, we are equally enthusiastic about cooperating with others in the same field. Zoom�s association with MTV is based on the same thought. We believe in marketing approaches that promote innovativeness," explains Arun Arora, president, BCCL, and chief executive officer, Times Entertainment.

All right, but why MTV? "We felt that Zoom has a target group similar to that of MTV. As a brand, it was a perfect fit for a certainsegment of our audience," clarifies Arora. The company won�t say more except to say that it was a pay-for deal - not barter - and that other promotions are in the pipeline.... more