Kids

Motu Patlu defines Nick’s success

Published

11 years ago

October 13, 2014

MUMBAI: ‘Humour is pretty much the key to kids’ relaxation and that’s what we do at Nickelodeon (Nick),” says Viacom18 EVP and business head kids cluster Nina Elavia Jaipuria.
She has not only understood the changing perception of kids in their growing age but also has got Nick from being one of the low ranking kids channel to one among the top players. And, even though this may not have been an easy task, she has made it appear like it is a child’s play.

If we go by the TAM TV ratings, it has been growing steadily in terms of viewership and has topped the category. In week 37, it reported 209 GVTs, 221 GVTs in week 38, 225 GVTs in week 39 and 247 in week 40 of TAM TV ratings.

On the other hand, in the week 40, other kid’s offerings in the space garnered – Hungama with 225 GVTs, Disney with 211 GVTs, Cartoon Network with 207 GVTs and Pogo with 163 GVTs.

One of the reasons Jaipuria states for the channel’s success is its own IP heroes who have won hearts of children – Motu and Patlu. Apart from television series, the channel in the past had created three movies based on the characters. Titled Motu Patlu in Wonderland which was released on 7 July 2013 which generated 414 TVTs, Motu Patlu Mission Moon that was aired on 25 December 2013 which garnered 386 TVTs and this year in May it aired Motu Patlu Deep Sea Adventure which observed 528 TVTs.

Now, come Diwali, the channel is looking at expanding its portfolio with its fourth movie christened Motu Patlu in Kung Fu land.

She reasons the insights of growing the franchise from the perspective of doing series and moving into movies as well. Jaipuria believes that kids’ preferences have moved on from watching the usual movies that they get to watch on general entertainment channels (GEC) or movie channels which is Bollywood. But the preference has actually moved to watching movies of their own favourite characters. “Children are in love with the characters of various channels, whether its Chota Bheem or Motu Patlu and the preference in terms of viewing is also about watching a movie where the story is around that favourite character,” says Jaipuria.

She further goes on to say that kids love things which is outside of the usual environment and goes into various aspects of live, adventure, action etc and such shows is what Nick offers. “That is where the category is moving and we want the franchise to move as well because slowly and steadily the franchise has occupied a very large place on the channel and the characters have won the hearts of kids across the country,” she adds.

Another factor she highlights is about the character engagement with kids. “The past launches of the movies, from the title itself, each one of them has a different setting and stories to say and that is what kids expect. Every movie we do, we believe in bettering ourselves.”

The 100-minute movie will have all the elements of comic, relief, humour, action, adventure, good over evil and more. She confidently says that characters like Motu Patlu are here to stay now and contribute in terms of viewership also to the channel. “It is really about investing in a franchise and creating enduring characters. The beautiful part is these three movies have been on-air since a while, but in week 37 and 38 of TAM TV ratings, Motu Patlu in Wonderland and Motu Patlu Mission Moon topped the kid’s category chart,” elaborates Jaipuria.

Interestingly, the channel launched the franchise in October 2012 and 8 per cent ratings came from it. Today, Jaipuria reveals that in September 2014, the same franchise delivers about 40-45 per cent of the ratings. “We have really come a long way, but we still believe we have a long way to go.”

So what has been the reason of success? Jaipuria highlights that research has played an integral role in knowing kids’ changing preferences, likes, dislikes, viewing pattern etc. It continues to do research on kids on a regular basis with the help of Ormax. The channel has a bi-annual study across different cities in the country which talks about kids’ changing viewing patterns and a lot more.

Unlike GECs, Jaipuria believes she is luckier. “Kids seem to be watching us through the day.” She goes on to say that across the country, kids’ go to schools at different timings. For the channel, 12 to 2 pm slots are as fertile as 6-8 pm slot. “The afternoon slot and the evening slot deliver maximum viewership.”

Nick is on top of the charts in terms of reach as well. It has about 14 million kids on the channel from the TAM perspective and reaches out to over 58 million households. In terms of stickiness, it delivers close to 100 minutes every week.

On the advertising front, Jaipuria reveals that it has grown its top-line manifold and has seen a growth in advertisers as well and is in a happy position. “Usually, we are over booked. I think the battle is on the front of having higher rates and better monetisation because the kind of investment we put in and for the kind of purchasing power and influencing power the kids have; I think this category is yet usually under indexed,” she points out.

The channel has observed 15 per cent ad rate increase. “We are looking to better that as we go forward and deliver top notch content and top notch ratings,” says Jaipuria. She states a couple of reasons for growing ad rates. “The channel is at number one and the fact that there is limited inventory now. Therefore with that limited inventory, the only way to better our monetisation is with the ad rate,” states Jaipuria.

Closer to the end of the year, it will launch its fifth movie. “Going forward, our plan is to make the Motu Patlu franchise larger than life not just on television but outside as well, in terms of promotional licensing and product licensing,” she concludes.

Up Next

LIV Sports bags rights for UEFA Euro 2016 qualifying tournament

Don't Miss

Toonz Entertainment acquires Imira entertainment

Click to comment

Kids

Om Nom bites into India as Warner Bros. Discovery picks up the series

Published

2 months ago

January 20, 2026

indiantelevision.com Team

MUMBAI: The little green hero is making a big leap east. Zeptolab has struck a major distribution deal with Warner Bros. Discovery, bringing its hit animated series Om Nom Stories to audiences across the Indian subcontinent.

Under the agreement, Warner Bros. Discovery has acquired the series for exclusive Pay TV broadcast and non-exclusive digital streaming in India, Pakistan, Bangladesh, Bhutan, Nepal and Sri Lanka. The move marks a significant expansion for Zeptolab as it pushes one of its most successful original IPs into one of the world’s fastest-growing entertainment markets.

As part of the deal, all 26 seasons of Om Nom Stories will be rolled out across Cartoon Network, Pogo, Discovery Kids and Discovery+, offering both linear and digital access to the franchise’s slapstick humour and expressive, dialogue-free storytelling.

“We’re incredibly excited to partner with Warner Bros. Discovery to bring Om Nom Stories to the Indian subcontinent,” said Zeptolab executive producer Manaf Hassan, noting that the broadcaster’s reach and legacy make it a strong fit for the series’ growing global fanbase.

Warner Bros. Discovery, meanwhile, sees the acquisition as a natural addition to its children’s portfolio. Warner Bros. Discovery head of factual entertainment, lifestyle and kids for South Asia Sai Abishek, said the series aligns with the network’s focus on cheerful, imaginative and universally appealing content for families across the region.

The timing adds an extra layer of significance. The expansion coincides with Om Nom’s 15th anniversary, underlining the franchise’s staying power and its evolution from a mobile game character into a global animation brand. With this latest bite at the Indian subcontinent, Om Nom’s adventures look set to find a whole new generation of fans.

Kids

Colour outside the lines Chhota Bheem sketches a new play with Faber Castell

Published

2 months ago

January 9, 2026

indiantelevision.com Team

MUMBAI: If childhood memories had a colour palette, Chhota Bheem would likely be right in the middle of it and now, quite literally, in children’s pencil boxes too. Green Gold Animation has announced a landmark licensing partnership with Faber-Castell India, marking the global stationery major’s first-ever licensed character collaboration. The association brings Chhota Bheem to a specially curated range of student art and creative products, blending everyday learning tools with one of India’s most recognisable homegrown characters.

The move is a notable expansion of Chhota Bheem’s footprint beyond screens, reinforcing the character’s status as a multi-generational IP that has steadily grown from a television favourite into a cultural constant. For Green Gold Animation, the partnership signals a sharpened focus on extending its intellectual property into daily touchpoints, where entertainment meets education and habit.

In its first phase, the collaboration will roll out Chhota Bheem-themed products across key student art categories, including watercolour cakes, wax crayons, poster colours, sketch pens, oil pastels and creative bundling kits. The range is aimed squarely at school-going children, tapping into Bheem’s strong emotional connect while encouraging imagination, creativity and hands-on expression.

Green Gold Animation founder and CEO Rajiv Chilaka noted that Chhota Bheem’s journey has long moved beyond episodic storytelling. He said the partnership reflects a deliberate attempt to embed the character into moments of learning and creativity, while building a more purpose-led licensing ecosystem around Indian IP through collaboration with a globally established brand.

From Faber-Castell India’s perspective, the tie-up marks a strategic first. Faber-Castell India director marketing Sonali Shah said the collaboration opens a new chapter by pairing the brand’s long-standing reputation for quality and safety with a character that already commands trust and affection among Indian children. The aim, she added, is to make creativity more engaging and relatable without diluting product standards.

The launch will be backed by a 360-degree promotional push, spanning digital campaigns, social media storytelling, creative usage content and on-ground retail activations across select markets. Both companies have confirmed that this is only the starting point, with additional Chhota Bheem-themed products across new categories planned in the months ahead.

Headquartered in Hyderabad, Green Gold Animation continues to scale its ambition of building globally competitive Indian IPs, with Chhota Bheem leading the charge. This latest collaboration suggests that the brand’s next phase of growth may be less about what children watch and more about what they create.

Kids

Sony tightens grip on Peanuts with $457 million stake buy

Published

3 months ago

December 22, 2025

indiantelevision.com Team

JAPAN: Sony has doubled down on the power of legacy brands, snapping up a majority stake in the Peanuts intellectual property in a late-year deal valued at about $457 million.

Sony Pictures Entertainment and Sony Music Entertainment Japan have acquired the roughly 41 per cent holding in Peanuts Holdings LLC previously owned by Canadian children’s entertainment company WildBrain. The move lifts Sony’s ownership to 80 per cent, with the Schulz family retaining the remaining 20 per cent.

The deal brings one of pop culture’s most durable franchises, home to Charlie Brown, Snoopy and the rest of the Peanuts gang, firmly under the Sony umbrella. The characters were created by Charles M Schulz, whose daily comic strip ran for half a century before ending in 2000.

Sony had already been a long-time partner in the business. The latest transaction consolidates control and sharpens the group’s hand as it looks to keep the characters front and centre across film, television, music and consumer products.

President and group ceo of Sony Music Entertainment Japan, Shunsuke Muramatsu, said the additional stake would allow Sony to further elevate the Peanuts brand by drawing on the group’s global reach and creative expertise, while preserving the legacy of Schulz and his family.

President and ceo of Sony Pictures, Ravi Ahuja, said the combined ownership gives Sony the ability to protect and shape the future of the characters for new generations, expanding their relevance without diluting their charm.

Peanuts long ago escaped the confines of the comic strip, cementing its place in popular culture through perennial television specials such as A Charlie Brown Christmas and It’s the Great Pumpkin, Charlie Brown. More recently, WildBrain kept the franchise active with animated series including Snoopy in Space and The Snoopy Show.

Now, with Sony firmly in control, the message is unmistakable. In an industry obsessed with the next big thing, nostalgia still sells and Sony is betting big on a doghouse that refuses to age.