MxMIndia

Tag: children’s channels

  • While there is no recipe or element for success, the key is to provide the ultimate entertainment experience that meets the needs of kids, says Turner's Krishna Desai

    ‘Kids want to be good-hearted superheroes’

    By Meghna Sharma

     

    The children’s genre in the country has never been child’s play. Major networks have fought each other to remain ahead and with summer holidays on, the battle only intensifies.

     

    Krishna Desai

    The Turner network which has two children’s channels – Cartoon Network and Pogo – to its credit is going all out to be on top. So, what has been their secret to lure children to their channels? “As such there is no recipe or element for success, but over the years, our experience in the genre has taught us what appeals to kids. The key is to provide the ultimate entertainment experience that meets the needs of kids,” says Krishna Desai, Senior Director & Network Head – Kids, South Asia, Turner International India Pvt Ltd.

     

    Their show Chhota Bheem is the most popular TV choice for kids according to Ormax in the year 2012. The network feels that the reason it is the most popular character because children aspire to be a good-hearted superhero like Bheem. “Also, one cannot strike out another important element to ensure kids keep coming back to the same show again and again and that is – humour! It is for the above reasons that Tom and Jerry is a timeless show. It’s been going for over 70 years, but is still one of the most popular shows on television across the world,” says Mr Desai.

     

    But today kids have a lot of options – shows on the internet, computer games etc – so what is the best way to keep the TG hooked? The network believes in giving kids the ultimate consumer experience. And, hence, engage kids across 360 degrees ensuring they are entertained at every touch point.

     

    “On air, we periodically conduct innovative contests wherein kids who win are rewarded with prizes such as iPods, PSPs, etc. For instance, last year, we did a highly successful exam contest with Roll No. 21 around the exam time that was a stress buster for kids. Annually, Turner conducts on-ground events for both, Cartoon Network and Pogo,” explains Mr Desai.

     

    Through their School Contact Programs, the network has increased the reach to over 1 million kids between Cartoon Network and Pogo. “These SCPs provide an excellent platform for our advertisers as well to interact with the end consumer,” adds Mr Desai.

     

    And considering the growth in popularity of mobile and internet platforms among kids, the network has also leveraged all their popular shows across these mediums. “Our strategic efforts of providing innovative games to kids across our websites and mobile applications have enabled us to make cartoonnetworkindia.com and pogo.tv the leading kids’ websites in the country with each site receiving over 5 lakh unique viewers per month. The Ben 10: Xenodrome mobile game that was launched a few months ago has got over a million downloads in India,” says Mr Desai.

     

    The network feel that digitization will bring about the biggest change to the broadcast industry including the kids’ genre. “With phase 2 under way, it will be interesting to see the level of STB and satellite penetration, thereby determining reach of all channels. It will also help broadcasters get a better understanding of the content consumption by audiences which in turn will enable broadcasters to deliver content better attuned to consumer demand. Digitization will also determine the effectiveness of the current revenue model. The current ad-driven model under-values and under-prices the kids’ genre. With a subscription based revenue model, broadcasters will hopefully receive a fair share of the revenue pie,” Mr Desai explains.

     

    So where does the network see the genre in the next few years? It feel that the growth of multi-TV households in India is also boosting the growth of the kids’ genre. And the demand from kids to be able to consume content ‘Anytime, Anywhere’ will lead to broadcasters aggressively focusing on delivering quality non-linear content.

     

  • The heat is on as children's channels get ready to thrash it out for eyeballs

    Little viewers, big battle

     

    By Meghna Sharma

     

    Summer holidays are nearing and when the heat is scorching down, parents insist that children stay indoors and avoid sunburn. Indoor options are generally surfing or watching TV. With viewer ratings set to rise, are children’s entertainment channels ready to woo and retain their target audience?

     

    Yes, is the unanimous response from the channels, which are ready to battle it out to stay ahead of each other.

     

    Content is the prime focus

    From new shows to latest seasons and marathons of popular shows, the channels’ strategy is all chalked out.

     

    Nina Elavia Jaipuria

    “We have enough content – new and old – ready to keep our audience engaged in their spare time. Apart from launching new shows like Pakdam Pakdai and launching new seasons of our hit shows like Chotu-Patlu, we also plan to have a back-to-back marathons of our favourite shows,” says Nina Jaipuria, EVP & Business Head – Kids Cluster, Viacom18.

     

     

     

    Krishna Desai

    Cartoon Network and POGO too have lined-up new shows and movies. “On Cartoon Network, we will be airing new seasons of existing popular shows such as Roll No 21 and Oggy and the Cockroaches. There will be a focus on movies as well with several premieres such as Batu Gaiden on the channel. On Pogo, we have several new movie premieres including those of Chhota Bheem and Mighty Raju,” says Krishna Desai, Sr. Director & Network Head – Kids, South Asia, Turner International India.

     

     

    Vijay Subramaniam

    Disney-UTV isn’t far behind as well, “We believe in telling great stories so one can look forward to great shows and movies from our kitty,” says Vijay Subramaniam, Executive Director, Kids Network, Disney-UTV.

     

    Fight it out in the digital space

    The networks don’t want to leave any loose ends and hence want to tap every opportunity available to reach out to their TG. Across channels and networks, high level of engagement across all platforms including, TV, online and on-ground is being planned as more and more children/youth spend their time online.

     

    The Viacom18 network plans to do on-ground marketing activities like Party with Ninja and have contests like the one where plan to send a winner to watch the Manchester United game at the Old Trafford.

     

    After last year’s Jet Set Go, Disney-UTV is launching a second season of the contest soon to engage their viewers.

     

    With contests like ‘Fun in the Sun’ and ‘Bheem ka Badaa Party’, Turner aims to provide the ultimate entertainment experience across our channels. Each contest will have an online leg as well.

     

    Growth of animation

    The Indian animation industry which has seen tremendous growth in the past few years is slowly but steadily gaining the recognition it deserves feel the channels heads.

     

    The Indian animation industry which was estimated to have been around Rs 1,100 crore in the year 2006, is expected to grow at a rate of 22 percent to reach Rs 5,400 crore at the end of 2014, feels Mr Desai.

     

    “The industry is vibrant and there is no dearth of ideas. Sure, it has its challenges but there is a focus to overcome most of them rather than giving up. And it is this attitude which will take us a long way and make us one of major players globally someday,” says Mr Subramaniam optimistically.

     

    From collaborations with international studios and merchandising, the Indian animation industry has come a long way from just outsourcing. “We are no longer a sunrise industry. And with customised content in demand there is only scope of growth, growth and growth,” says Ms Jaipuria enthusiastically.