Kids

We have different hooks for our flagship channels: Uttam Pal Singh

Published

3 years ago

June 2, 2023

Mumbai: In the recent few years the kid’s content has undergone a change. Anime is the new buzzword now and how the kid’s channels are experimenting with this content now. It’s no longer young kids watching but older kids are also watching these channels and they need a different set of content to keep them hooked.

Cartoon Network India is the leading kids’ entertainment brand in India, offering the best in original animated content including multi-award-winning local and global hits like ‘Ben 10’, ‘Teen Titans’, ‘Teen Titans GO!’, ‘We Bare Bears’ and ‘Lamput’. Cartoon Network is currently available nationwide in Hindi, Tamil, Telugu, Kannada, and Malayalam.

CartoonNetworkIndia.com is a destination where kids can find a large selection of cartoon character-based games, videos on demand, and a community site featuring personalised avatars and message boards. Cartoon Network, a companion brand to POGO and Discovery Kids, is a brand created and distributed by Warner Bros. Discovery.

Uttam Pal Singh, Head of Kids Cluster, South Asia, Warner Bros. Discovery has been in the kid’s content and animation industry for almost 20 years and has contributed to it in a 360-degree manner. From Animation to Design to Direction and Producing several award-winning Television series, shorts, commercials, campaigns to now heading Entertainment channel – Cartoon Network, POGO and Discovery Kids.

He is the creative vision behind the successful launch of very popular Bollywood IPs ‘Little Singham’ and ‘Fukrey Boyzzz’ on Discovery Kids.

Indiantelevision.com in an email interaction spoke to Uttam Pal Singh, Head of Kids Cluster, South Asia, Warner Bros. Discovery on the rise of anime in the kid’s genre, the challenges in the genre and advertiser’s interest, and much more…

Edited Excerpts

On anime being the most talked about genre when it comes to kids’ content, when did this change happen and how has it caught the attention of kids

While Indian broadcasters have primarily focused on developing shows with relatable characters appealing to the larger kids’ audience of four-ten years. However, as kids grow old, their content consumption and preferences change due to access to digital platforms, particularly among young adults. We believe there was always an opportunity, especially with the content offered for older kids. This audience demographic prefers content made with high-quality standards that also mirrors their generation and pop culture. Japanese Anime’s high-octane storylines and authentic characters have significantly gained popularity in India, attracting new audiences to the genre. The growing popularity of anime that has led to the rise of fan communities known as “Otaku” and “Weebs”, with fan clubs popping up on social media platforms, is a testament to the solid anime fandom.

As part of our fan-first focus and localisation strategy and given the dearth of anime content in regional languages and growing demand in India, Warner Bros. Discovery led the charge by introducing a variety of anime shows on Cartoon Network. We aim to provide exhilarating anime entertainment and launching highly sought-after series such as ‘Dragon Ball Super’, ‘Digimon Adventure’, and ‘Dragon Ball Z Kai’ and movies from the Dragon Ball franchise is a step to cater to the tastes of our dedicated audience. We are committed to delivering top-tier, spirited dubbed programming in Hindi, Tamil, Telugu, Kannada, and Malayalam for our viewers.

On the recently launched ‘Dragon Ball Z Kai’, how has it been received

The overwhelming success of ‘Dragon Ball Super’ organically led to the launch of ‘Dragon Ball Z Kai’ as part of our commitment to showcasing the entire franchise, which has taken the world by storm and continues engaging fans with the popular characters and their stories on the go-to destination for all anime and Cartoon Network fans in India. We implemented a comprehensive marketing campaign utilising on-air, digital, and on-ground strategies to promote the highly anticipated debut of the fan-favourite ‘Dragon Ball Z Kai’ series on Cartoon Network in India. The widespread audience engagement across the country and massive reach garnered by the series is a testament to the show’s success.

We presented Goku and his fantastical world through our Super Sunday showcase, giving fans another opportunity to witness the excitement and extravagance as Goku defended Earth from extra-terrestrial threats. Within a month, the ‘Dragon Ball Z Kai’ promo garnered over 3.6 million views on Cartoon Network India’s Instagram, YouTube, and Facebook pages. Thousands of Cartoon Network and Dragon Ball fans are also getting to experience the show through mall activations across Delhi, Mumbai, Lucknow, and Bengaluru.

Across our social platform, we witnessed the love for the series, where fans excitedly participated in our trivia and selfie contests. We also collaborated with Toei Animation and the show’s legendary producer, Norihiro Hayashida, for a special shout-out to the growing fan community in India and invited several anime fan groups and communities to watch the show on Cartoon Network, resulting in great buzz for the premiere. We are delighted to have received such tremendous love and support and aim to bring more Dragon Ball Super story arcs and Japanese anime content to Warner Bros. Discovery Kids Network in India in multiple regional languages.

On the group in India called Otakus, which is the biggest fan following for anime content, what will be your endeavour to give this group more anime content

At Warner Bros. Discovery, our strategy has focused on putting our fans first and the growing Otaku community. We noticed that the consumption of Japanese anime, although on the rise, was accessible on limited platforms and only in Japanese or English. We decided to bridge this gap by introducing an anime line-up and content from the Dragon Ball franchise dubbed in regional languages and local nuances tailored for our Indian audiences so that they can fully enjoy the amazingly curated content and storylines. Therefore, it’s no surprise that ‘Dragon Ball Super’, ‘Digimon Adventure’, and now ‘Dragon Ball Z Kai’ are receiving an overwhelmingly positive response. It’s our endeavour to constantly engage with the Otaku community by offering more successful Japanese anime titles on Cartoon Network India.

On how the kids’ genre in recent years fared and what has been your reach

The kids’ genre, which has largely been homogenous, has evolved primarily with the audience’s evolving taste and exposure to global content. At Warner Bros. Discovery, with our flagship Kids portfolio, i.e. Cartoon Network, POGO and Discovery Kids, we have positioned our content offering to appeal to a large spectrum of kids’ audiences. We constantly innovate, creating newer storylines and bolstering our programming pipeline across genres. Our localisation approach and understanding of the demands and changing consumption patterns helped us stay ahead and top of mind for our audiences. We remain committed to our fans in delivering content that reflects their tastes and appeals to them.

On language feeds garnering more eyeballs as children are more conversant in their language

Yes, Indian audiences seek relatable stories with local nuances in their language, reflecting their preferences, leading to a growing demand for localised content. We tapped this trend a while ago and have been working to provide unique, indigenous IPs and adapting international content to regional languages to better cater to the tastes of our young viewers. Moreover, presenting our content and shows in multiple regional languages is a tentpole of our localisation strategy to bring fans closer to the iconic characters they love and enjoy. In the last two years, we have actively worked towards it and expanded the feeds across channels in Hindi, Tamil, Telugu, Kannada, Malayalam, and Marathi languages.

On that one hook, you look at when deciding on content for this genre

We have different hooks for our flagship channels. Our original international animation shows such as ‘Teen Titans Go’ and ‘Ben10’ fall under the action-comedy genre for Cartoon Network which remains the key attractive genre for kids. When looking at catering to the older kids, we led the way by bringing Japanese anime shows to the country in five regional languages and started a whole new trend.

On advertisers’ interest in this genre, as today kids are the opinion makers in the family

The response has been great. Brands creatively engage with our network channels to reach our large loyal audience base. Thanks to the immense popularity of Cartoon Network and these fan-favourite anime characters, both traditional and non-traditional advertisers and brands continue to collaborate with us for our on-ground and on-air campaigns. Moreover, it’s not just kids and parents but a growing population of young adults who love these characters, resulting in a significant rise in co-viewing and pull for brands. For the summer campaign, brands across categories such as snacks/food & beverages, personal care/hygiene, and home care have contributed to celebrate ‘CN Superhero Summer’.

On how the channel is reaching a new community with this unique animation language and the summer line-up

As part of our strategy to build Cartoon Network as the ultimate anime destination for kids, we are constantly exploring new opportunities, such as collaborating with relevant content creators and communities, utilising various media platform tools, and partnering with brand and media entities to execute topical campaigns and launches. In fact, for the ‘Dragon Ball Z Kai’ launch, we invited the anime fan community to participate in a ‘watch and win’ trivia contest for special rewards. As part of the premiere campaign, Dragon Ball fandom showcased their love for Goku’s world with a ‘selfie contest’. Even the show’s producer, Norihiro Hayashida, gave a special shoutout and invited Indian anime fans to watch the show on Cartoon Network.

For the CN Superhero Summer initiative, which celebrates the brave heroes of the Cartoon Network universe, fans are getting to experience new movies of the Dragon Ball Z franchise and ‘Teen Titans Go!’ to keep them engaged and entertained. Moreover, for the first time, Cartoon Network fans will meet Teen Titans as part of the on-ground activities happening in popular malls.

Our approach to engaging with fans goes beyond on-air touchpoints, and we are committed to connecting with kids, the Otaku community, and families through various initiatives throughout 2023.

Kids

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

Published

1 month 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

2 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.