ITV

Category: Kids

  • Nick at Nite Moves Up One Hour to 8 pm

    MUMBAI: Nickelodeon has decided to move Nick at Nite, currently running at 9 pm, to the 8 pm slot from 5 July onwards in a bid to provide families an ‘additional hour of programming‘.


    “We have conducted a great deal of research with kids and families and two things that we hear continuously are that they want to spend more time together and that watching television is one of their favorite ways of making that happen. By starting Nick at Nite at 8 pm, and adding another comedy series like Malcolm in the Middle, we will serve them further,” said Nickelodeon and MTVN kids and family group president Cyma Zarghami.Malcolm in the Middle will join the Nick at Nite schedule on 5 July at 8 pm. The channel has acquired the complete seven- season library comprising 151 episodes of the series from Twentieth Television.


    Malcolm in the Middle talks about the teen genius Malcolm and his dysfunctional family. The other shows to be featured include George Lopez, Everybody Hates Chris (beginning in September), Home Improvement and The Nanny. Additionally, Nick at Nite will add new stop-motion animated original series Glenn Martin DDS.

  • Kids channels gain viewership; Nick cracks HSM

    Surely the biggies of the Hindi general entertainment space have been channelising their efforts to attract the kids segment. If Colors has been trying to capture the small pops through its top-rated shows Balika Vadhu and Uttaran, Zee TV is gearing up to use this arsenal in its new property Aap Ki Antara.

    But has this effort anyhow eaten into the viewership pie of the discerning bunch of little champs, the kids‘ channels as a category? Not really!!! If 2008 saw the kids genre close at a 13.78 per cent share (period Jan-May 2008, All India C&S 4-14), the same period in 2009 (period Jan-May 2009, All India C&S 4-14) saw the genre grow by 1.08 per cent.

    Kids Genre Share % in 2009
    Month
    ALL INDIA 09
    Jan
    13.9
    Feb
    13.6
    Mar
    14.5
    Apr
    15.6
    May
    16.6
    Source: TAM, C&S 4-14, All India
     

    Within the category, again, there are a few transitions. While Cartoon Network still continues to hold the fort, the channel has seen a slight dip of 0.4 per cent in its market share for the period between January to May in 2009 as compared to the same period last year.

    Sibling channel Pogo too has surely managed to remain number two in the space. The channel has also seen a rise in its market share from 20 per cent in 2008 to 22.8 per cent in 2009.

    All India Market
    Channel
    Jan
    Feb
    Mar
    Apr
    May
    Cartoon Network
    29
    26
    27
    24
    23
    Pogo
    23
    24
    24
    22
    21
    Nick
    17
    16
    15
    21
    20
    Hungama
    14
    15
    17
    14
    18
    Jetix
    10
    11
    10
    9
    9
    Disney
    7
    7
    7
    9
    8
    Spacetoon Kids TV
    0
    0
    0
    0
    0
    Source: TAM, C&S 4-14, All India

     

     

    HSM Story

    Nevertheless, when it comes to slicing the market further to concentrate on the HSM space, the view is visibly different and new. While CN has seen a slight dip here too for the same period over last (Jan – May 2008), it has been ousted for the first time ever by new market leader Nick for the last two consecutive months. Nick has also seen a 4.4 per cent upward swing in its market share, compared to 2008.

    So what helped Nick emerge as the number one kids channel in the Hindi speaking market?

    “There are a couple of factors that helped us attain this position. First, the Nicktoons – characters that have helped Nick establish space and engagement with the kids leading to an increase in the stickiness of the channel,” says Nick India SVP and GM Nina Elavia Jaipuria.

    “Second, we have managed to take Nick beyond television, thus making it more tangible. And I think we did that very successfully with our experimental 360 degree marketing philosophy – we wanted to be in every place where children are,” she adds.

    In 2009, CN, however, continues to remain above Nick at 23.4 per cent (Jan – May 2009). Pogo hasm meanwhile, climbed 4.6 per cent up over last year to garner 22 per cent market share.

    HSM Market
    Channel
    Jan
    Feb
    Mar
    Apr
    May
    Nick
    22
    20
    18
    25
    25
    Hungama
    17
    19
    21
    17
    22
    Cartoon Network
    27
    25
    25
    21
    20
    Pogo
    22
    24
    24
    21
    19
    Disney
    8
    8
    8
    10
    10
    Jetix
    4
    4
    4
    5
    5
    Spacetoon Kids TV
    0
    0
    0
    0
    0
    Source: TAM, C&S 4-14, All India

    While there is definitely a Cartoon Network vs Nick tale here, there seems to be a new contender creeping up the ladder to challenge the old bee.

    Latest Tam data shows that Hungama TV, the kids channel for 4-14-year-olds which saw a 8.8 per cent fall in its market share over last, has relocated to the number two spot to push CN down the ladder for the month of May, 2009.

    Recently, as part of its revamping strategy, the channel had introduced three new bands during summer and infused new shows into the bands. And its quite evident that the channel shored up its ratings post the change.

    The channel had acquired two live action shows, Hatim from Star and Dharam Veer from NDTV Imagine to put them under the action band, Dum Powder. The Trouble Soda band features shows such as Doraemon and Ninjaboy Rantaro while Fun Gas showcases Shinchan and Asari Chan.

    Disney channel, meanwhile, has also exhibited an upward growth in its market share.

    Well, indications are on that while competition is really getting fierce, competitors are also putting their acts together to displace the winning feather from CN‘s hat.

    So, does CN foresee any collision ahead?

    Says Turner International India vice president and deputy general manager – entertainment networks, South Asia Monica Tata, “Cartoon Network and Pogo‘s relative shares in HSM have grown this January-May 2009 to 45 per cent from 41 per cent in the same period in 2008. These numbers are also a reflection of Turner‘s long term vision and strategy for India that has paid rich dividends making Cartoon Network and Pogo the most viewed and loved brands amongst kids in India. Not only kids, but parents too give the highest endorsement to these two networks as their choice for kids (per New Generations 2008).”

    “Besides, we also enjoy the lion‘s share of the advertising pie. Increased competition has not outstayed us from our leadership position in the last 13 years and that‘s a merit/result of our focus on the long-term rather than short-term measures and gains and a proof that we know and service our consumers best amongst all,” Tata adds.

    South Story

    Treading the Southern path, CN indisputably continues to rule the region exhibiting its leadership crown. Placing itself at the second spot, however, is not CN‘s sibling channel Pogo, the second in command in the All India market, but Disney‘s Jetix that is fed on action adventure content and targeted at only boys between the age-group of 6-10.

    “Of the two global channels (read Disney and Jetix), Jetix is a more defined channel. We have made it available in four languages – English, Hindi, Tamil and Telugu,” said Walt Disney Television International (India) senior vice president and managing director Antoine Villeneuve earlier in an interview with Indiantelevision.com.

    South Market
    Channel
    Jan
    Feb
    Mar
    Apr
    May
    Cartoon Network
    36
    32
    35
    34
    32
    Jetix
    27
    32
    30
    26
    30
    Pogo
    26
    26
    25
    27
    26
    Nikelodeon
    3
    4
    4
    5
    5
    Disney
    4
    3
    4
    4
    3
    Hungama
    3
    3
    3
    3
    3
    Spacetoon Kidss TV
    0
    0
    0
    0
    0
    Source: TAM, C&S 4-14, All India

    Advertising and the kids‘ genre

    Advertising growth came under pressure amid recession and clients and advertisers became cautious about their ad spend. As a result kids channels were stressed to move to quarterly deals with big advertisers, slash their ad rates and see some brands do a walk out. Yet, in spite of all, the category saw its ad volume grow by 36.87 per cent for the period from January to May 2009 over the same period last year.

    Period
    Jan-May 08
    Jan-May 09
    AD Volumes (Secs ‘000s)
    7726
    10575
    Source: TAM

    So does this increase indicate that existing advertisers had increased their spots across the kids channels while channels were unable to attracting new advertisers during the recessionary period?

    “Not really. Television is the cheapest medium to reach out to the masses. For every other medium, there is an extra amount to be paid. Manufacturers understand this and they have also recognised our growth. And, thus, even during recession we have doubled our rates,” says Nick‘s Nina Elavia Jaipuria.

    While Nick claims that despite challenging times the channel quadrupled its sales revenue as advertisers found value in what they offered, Cartoon Network was on course to achieve its yearly targets.

    “We‘ve added more value for the advertisers with innovative and customised solutions. For example, ‘The Winning Secret‘ a contest specially created to build Boost‘s association as the energy partner for the Rajasthan Royals that received over 84000 entries! And, ‘Morning Shines‘, a customised pre-school programming block specially packaged for Johnsons Baby Top-to-Toe Wash,” says Tata.

    Apart from traditional advertisers, broadcasters state that a lot of non-traditional advertisers across sectors like FMCG, investment banks and durable products are also eyeing this space. The rationale behind this, they feel, are an increase in the co-viewing pattern and also the mere pester power of kids who have the ability today to influence parent‘s decisions.

    “In order to spend time with their kids, parents end up spending a lot of time on the kids channels. Also, animation as a category is today appealing to adults. Thus, a lot of co-viewing is taking place,” explains Jaipuria.

    Cartoon Network, meanwhile, claims that over 30 per cent of the channel‘s advertisers reach out to its secondary audience (that is 15+) such as Procter & Gamble, Gillette, Johnson & Johnson, Colgate Palmolive, Hindustan Unilevers, Reckitt Benckiser, SC Johnson, Marico, Vodafone, Bharti Airtel, BSNL, LG Electronics, Voltas, Whirlpool, Hitachi, Tata Tea and L‘Oreal, amongst others.

    Says Tata, “We have a robust portfolio of clients comprising both traditional and non-traditional kids‘ marketers with over 165 clients between Cartoon Network and Pogo. We are confident of further upping our non-traditional clientele, as 47 per cent of all viewership for the channels comes from CS 15+ audiences.”

    Broadcasters feel that the main factors that have led to the growth of the genre are localisation of content, co-viewing pattern, pester power of kids and taking the medium beyond the television space through licensing and merchandising, on-ground activities, constant promotions, polls, votes and contests.

    Local content adds a lot of local flavour to the content and therefore helps in increasing the channels‘ stickiness. CN believes that the 20 Indian animation shows/features playing on the channel have worked well for the channel. And its 2009 plan, therefore, is to expand on Indian animation content. For Pogo too the focal point will be to expand its original production.

    Similarly, while Disney has managed to establish its brand connect with audiences through its franchises, the ratings have been coming in from locally acquired live action content.

    “There has been an effect on ratings, but when it comes to a brand connect with the kids it is with our franchise properties. The best example of this is Hanna Montana. Our endeavour is to build a localised experience through Hanna Montana and our other properties,” says Villeneuve.

    All said and done, industry believes that even though the category‘s viewership continues to grow, even today it remains hugely under indexed. “As a result, in spite of contributing 7 per cent to the total television viewership, it commands only two per cent of the entire television ad revenue pie. This is because of the baggage that the space has been carrying over the years where advertisers are used to paying to the GECs,” avers Jaipuria.

  • Disney/Pixar to make ‘Monsters Inc 2’

    MUMBAI: Disney/Pixar has announced that it is planning to roll out the sequel to Monsters Inc in 2013.


    In Monsters Inc, monsters generate power from the screams of frightened children in the city ‘Monstropolis‘ while later they generate power using children‘s laughter.


    Disney/Pixar has already slated sequels to its other productions like Cars 2 and Toy Story 3 that will release through 2012.

  • Moonscoop inks L&M deal with Playmates for ‘Hero:108’

    MUMBAI: The MoonScoop Group has entered into a worldwide licensing agreement with Playmates Toys for new animated comedy/action series Hero:108.


    The deal allows Playmates to develop and market Hero:108 related toys including action figures, vehicles, role play toys and accessories, playsets and electronic and handheld games on a worldwide basis.


    MoonScoop president consumer products and marketing (worldwide) Cynthia Money said, “The designs, a lot of characters and locations to play with, and wealth of interesting stories will lead to a strong interest on the collectibles side as well.”Added Playmates VP (marketing and product development) Paul Fish, “The visuals in this series are good and the producers have created some of the most fun characters. Our creative team jumped at the opportunity to create toys and collectibles that reflect the innovative nature of the series and we look forward to sharing these fantastic concepts with our retail partners worldwide.” Additionally, an online content at Hero108.tv and a series of 108 casual flash-based web games will also be introduced.


    Hero:108 follows the adventures of a group of young defenders determined to end a conflict between animals and humans in ‘The Hidden Kingdom‘. It‘s expected to launch on Cartoon Network platforms around the world in early 2010.

  • Lego ties up with Warner Bros. for Harry Potter

    MUMBAI: Warner Bros. Interactive Entertainment and US-based TT Games are teaming up with Lego Group to create Lego Harry Potter Years 1- 4.


    Based on the first four Harry Potter books and movies that tell the story of Harry‘s first four years at Hogwarts School of Witchcraft and Wizardry, Lego Harry Potter: Years 1-4 looks to offer a mix of magical gameplay and light-hearted humour.


    The product being developed by TT Games will be published by Warner Bros. Interactive Entertainment and is scheduled for release next year.


    Lego Harry Potter: Years 1-4 will give gamers the chance to experience the magic and adventure of Harry Potter in a Lego way.


    Playing as Harry Potter, Ron Weasley and Hermione Granger, as well as other characters, gamers will have the opportunity to attend lessons, cast spells, mix potions, fly on broomsticks and complete tasks to earn house points.


    Throughout the game, players will also have the freedom to explore iconic settings from the wizarding world including Hogwarts castle, Diagon Alley, the Forbidden Forest and the village of Hogsmeade.



    TT Games MD Tom Stone says, “With Lego Harry Potter: Years 1-4 we are creating an open, wide-ranging experience within Hogwarts that is full of fun and Lego magic. Harry Potter is one of the most beloved and well-respected characters, and we look forward to bringing gamers a new way of interacting in the universe with the LEGO games‘ great humor and exploration.”


    Warner Bros. Interactive Entertainment senior VP, development and production Samantha Ryan says, “Harry Potter is one of the world‘s most popular and inspirational heroes and the game will appeal to a generation of gamers who grew up immersed in the Harry Potter books and films and also loved playing with Lego toys.”

  • Nick launches ‘the big green help’ campaign with Teri

    MUMBAI: Kids entertainment channel Nick has joined hands with Teri, an NGO that works for the cause of environment, to launch ‘the big green help‘ campaign, a pro-socio environmental initiative designed to empower and encourage kids to save the planet and its resources.


    The campaign that rolls out today, 5 June (World Environment Day) will help in providing information to kids that will help them understand the environmental issues like conserving energy, preserving nature and fighting pollution hazards amongst others.Nick India SVP and GM Nina Elavia Jaipuria says, “With ‘the big green help‘ we are addressing the need of the hour.”


    “We are sure that our association with Teri will help us route ‘the big green help‘ in the most effective way to our audiences,” she adds.






    As part of the initiative, Nick will connect with kids through on-air green-themed messages, special programming and a series of online games. Additionally, Nick will be a part of Teri‘s Soldiers of the Earth programme, an environmental awareness campaign, that will engage kids across the nation through periodicals and books.


    The campaign will include on-ground activation, digital and network support, book-reading sessions, events and direct consumer contact.

  • Cartoon Network teams up with Mentos on World Environment Day

    MUMBAI: Cartoon Network and Mentos, the popular confectionery brand, have jointly launched an Energy Saving Campaign around World Environment Day that falls on 5 June.

    Announcing it as ‘Lights Out Day‘ the campaign titled Dimag ki Batti Jalao…Aur Ghar Ki Batti Bhujao (Switch on your brain and switch off your lights) uses the Mentos tagline to good effect and urges kids to switch off lights from 7-8 pm and make a direct contribution to save energy. Building awareness and buzz for ‘Lights Out Day,‘ the campaign is being hugely promoted on-air and across online platforms. With an aim to persuade kids and parents to act upon energy conservation, Cartoon Network and Mentos rolled out a unique initiative on television as well as on www.cartoonnetworkindia.com and encouraged kids to think smart and submit energy saving ideas. The smartest ideas will be rewarded Sony Play Stations and 50 runners-up will be receiving Samsung MP3 players.Turner International India Private Limited (TIIPL) Entertainment Networks, South Asia, VP and DGM Monica Tata said, “What better way to ask the future of our country to contribute to saving our environment than to get them into real action! As responsible corporate citizens, we take pride in driving initiatives such as ‘Lights Day Out‘ and encourage kids to think Green. Not only did we receive a fantastic response, more importantly the novelty of the energy saving ideas was commendable.”


    Mentos Brand Manager Raghunandan S said, “The adage ‘Catch them young‘ rings so true for being smart in using our environment! Mentos, today, is synonymous with ‘smart ideas‘ so much so that the brand‘s tagline Dimag ki Batti Jala De has become part of common lingo. The Lights Out Day initiative aims to associate kids and parents with energy conservation in a ‘Mentos way‘ by soliciting smart ideas for saving energy.”



  • Sakar Intl to launch new gaming accessories inspired by Nickelodeon series

    MUMBAI: Sakar International, which designs and manufactures technology, toy, and consumer electronic products, has announced a 20-SKU lineup of new iCarly and SpongeBob SquarePants-branded gaming accessories.

    The products will retail between $9.99 and $29.99 and be available in the third quarter of 2009 at Toys ‘R Us stores.


    The SKUs are the first products to be developed under a multi-year licensing agreement with Nickelodeon that was announced in February. Under the agreement, Sakar will develop a line of branded youth electronics inspired by Nickelodeon properties including iCarly and SpongeBob SquarePants as well as Ni Hao, Kai-lan, Dora the Explorer and Go, Diego, Go!.


    Additional products to be released under the Nickelodeon license through 2009 and 2010 include text messengers, walkie talkies, MP3/MP4 players, digital cameras, digital photo frames, iPod and computer accessories, alarm clock radios, CD players, boomboxes, portable DVD players and mini-refrigerators.

  • Disney signs Miley Cyrus for Hannah Montana 4

    MUMBAI: Disney channel has signed up teen actress and popstar Miley Cyrus for the fourth season of Hannah Montana.


    Earlier, the 16-year-old singer-actress had starred in the Hannah Montana movie that was released this year. Miley and the producers have proposed a change of setting for Season 4 that will provide the catalyst for wonderful new characters and further expand the storytelling opportunities,” a statement from The Disney Channel said.


    The show will go on floor early next year.

  • Nickelodeon unveils Chinese website based on Spongebob

    MUMBAI: Nickelodeon has rolled out Haimianbaobao.net, a Chinese language website that is based on the channel‘s flagship animation character Spongebob Squarepants.

    The site‘s launch comes two months after the global launch of SpongeBob.com ( in April) and will feature SpongeBob SquarePants related games, event updates, wallpapers, printables, icons, character guides, image gallery and widgets for the desktop.


    From July onwards, SpongeBob fans can also participate in monthly ‘SpongeBob Trivia Games‘ and Fan Art contests to win SpongeBob merchandise. Monthly winners will also be included in the search for SpongeBob #1 fan contest wherein the winner will stand a chance to own an exclusive, collectible giant plush SpongeBob.


    Says MTV CEO China and Viacom Asia chief representative Viacom Asia, “First aired on CCTV in 2006, it‘s recent comeback on CCTV kids channels bowled-out all cartoon



    programmes to finish number one among kids aged 4-14 for the period 25 December, 2008 – 4 Feb, 2009 in 15 key cities, reaching 20.5 million home viewers.”


    “We also recently launched our consumer products in October to great interest from potential partners. We believe Haimianbaobao.net is going to be an exciting online venue for SpongeBob fans in China,” she added.