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Tag: EduMedia India

  • EduMedia India is organizing a Decoding Kids Conclave, an event that aims to answer some of the biggest 'why's related to children, and how to go about effectively and responsibly engaging with them

    Conclave to answer marketers’ questions about kids

    By A Correspondent

     

    EduMedia India is organizing a Decoding Kids Conclave, an event that aims to answer some of the biggest ‘why’s related to children, and how to go about effectively and responsibly engaging with them. It is an annual knowledge-sharing platform with a different theme every year. The first year’s theme is ‘Marketing to Kids’.

     

    Participants include brand managers and developers, marketing managers, product developers and innovators, advertising agencies, event agencies, PR professionals, researchers, startups / entrepreneurs targeting kids, TV professionals and other professionals working in the kids’ segment. Registrations close on January 14 th January 2013, fee is Rs. 3500/-

     

    The conclave is being held at The Lalit, Mumbai, on January 16 from 8.30am to 6pm.

     

     

    Topics Speaker Time Slot
    Welcome Address & Decoding Kids Handbook Launch 9:15 – 9:30
    All About Kids – Hanging Out with Digital Natives 9:30- 10:30
    Catch ’em Young – Shaping Gen Next Ravi Varanasi – Senior Vice President, National Stock Exchange of India Ltd 10:30 -11:15
    Kid Power in Rural India – Rural Marketing for Kids Products Pradeep Kashyap – CEO, MART & President, RMAI 11:15 – 12:00
    Grey Matters – Responsible Marketing to Kids (Panel Discussion) Shruti Verma Singh – Consulting Editor & Anchor, All About Ads on NDTV ProfitDr. Harish Shetty – PsychiatristLina Ashar – Chairperson, Kangaroo Kids Education Ltd

    Partha Rakshit – Vice Chairman, ASCI

    Tabassum Modi – Executive Director, EduMedia

    Mahesh Samat – Media Consultant

    		 12:00- 13:15
    DTK: Direct To Kids – Activation Case StudiesHorlicks WizKids by KrayonHDFC Life Spell Bee by Radio Mirchi

    The KidZania Experience

    		 Charubala Seshadri- Head of Marketing Excellence at GSK India Sanjay Tripathy- EVP Marketing, HDFC Life Hitesh Sharma – COO, Radio Mirchi

    Sanjeev Kumar -MD and CEO KidZania

    		 14:00 – 15:30
    From Blackboard to Storyboard – Kid in Advertising Prahlad Kakar -Ad Guru & Founder, Genesis Films 15:45- 16:30
    Success Mantras Unforgettable Brand Campaigns(Chhota Bheem & Bournvita Quiz Contest) Rajiv Chilaka – Creator, Chhota Bheem& CEO, Green Gold Animation Narayan Sundararaman – Director Marketing, Cadbury India 16:30 – 17:45
    Vote of Thanks & Future of Decoding Kids 17:45 – 18:00

     

     

     

  • How they watch, when they watch, and with whom – the answers about children's TV-viewing practices may come as a surprise, says Tabassum Modi

    The Anchor: 5 things you didn’t know about kids’ TV viewing habits

    By Tabassum Modi

     

    # 1 There’s not much difference between what children from metro and non-metro cities are watching on TV: One would assume that kids living in metro cities are over-exposed to television and would have choices different from their non-metro counterparts. But our recent survey showed that irrespective of their location, kids prefer the same channels. This means that their choices in other areas of life are also converging to make Indian kids into a homogenous group.

     

    #2 Just 22% of kids watch TV after school: The EduMedia survey conducted revealed statistics that are shocking. Children spend at least 8 to 10 hours in school. Assuming most children and finish school by 3pm, they are left with about 7 hours approximately before going to sleep. Besides the amount of time that these children spend on travelling, they dedicate about 3 hours to coaching classes or completing a heap of homework, they actually have very little time left for leisure activities. This daily routine of children leaves them with little time for family, friends and entertainment – including spending time in front of TV.

     

    #3 Sony and Discovery channels are the topmost favourite channels with kids: In our survey of kids between 11 and 17, we found that instead of children’s and youth channels, it is Sony and Discovery channels which are ruling the roost when it comes to kids’ favourites. It is surprising that kids’ channels like Cartoon Network and youth channels like MTV and Channel V are not the top favourites. Does this mean then, that kids are not getting to watch what they want? Or are they growing older faster?

     

    #4 Kids actually don’t like watching TV alone; they prefer watching with their families: Contrary to popular assumptions that kids are tantrum-throwing monsters who will hog the TV viewing space, it was observed that they in fact like to sit down with their family while watching TV. This would lead them to step out of their ‘me’ zone and learn to accommodate other family members’ choices.

     

    #5 Watching too much TV can lead to children hitting puberty faster!A wide array of current scientific research in the field of child health tells us that TV is the cause why children are hitting puberty earlier today. Needless to say, children are growing up at a much higher pace than we can catch up with. This has a good as well as a bad side to it. They seem to understand the dynamics of the adult world and often deal with situations like adults. They become more aware and informed about the happenings around them. While we appreciate this, we might also want to take a look at the rising rate of pregnancies, drug abuse and anti-social activities among children.

     

    Tabassum Modi is Executive Director at EduMedia India