ITV

Tag: Devika Prabhu

  • Photography has always been a very key form of storytelling for National Geographic: Devika Prabhu

    Photography has always been a very key form of storytelling for National Geographic: Devika Prabhu

    Mumbai: For 136 years, National Geographic has stood at the forefront of photography, capturing the world through lenses that reveal the beauty and complexity of our planet. Its legacy of authentic visual storytelling has inspired millions, turning images into compelling narratives that change the way we perceive the world around us.

    The channel is back with the second season of #nofilter by IndiGo. Judged by visual storyteller & award-winning filmmaker, Imtiaz Ali and eminent photographer, Raghu Rai, #nofilter by IndiGo is a community of photographers who wear their passion with pride when it comes to showing the world through their lens. The success of season 1 set the stage for an even greater response in season 2, with over 107,000 entries pouring in. As the short-listing process nears its conclusion, the finalists will be announced today, coinciding with World Photography Day and promising another season of creativity, passion, and storytelling.

    In 2021, National Geographic India launched “Your Lens,” a platform designed for photography enthusiasts to showcase their passion and join the brand they admire. The response was overwhelming, with over 114,000 entries from 72,000 participants. This initiative, coupled with National Geographic India’s thriving Instagram community of nearly two million followers, has fostered a space where photographers and fans alike can engage in meaningful discussions, sharing their unique perspectives of the world. Through the National Geographic Creative Works, the production arm of the brand, the team crafts compelling narratives for partners, using incredible storytelling to bring visions to life.

    Indiantelevision.com in a video interview with Disney & Star India busines head- Infotainment and Kids, Devika Prabhu, where she explained more on their approach towards visual storytelling through photography, concept behind the creation of #nofilter and a lot more.

    Edited excerpts

    As we know National Geographic is known for its compelling photography, how do you see their communication approach contributing to the broader conversation about visual storytelling?

    Photography has always been a very key form of storytelling for National Geographic. Our journey began in 1889 with our first published photograph, marking the start of a 135-year legacy of using photography as a powerful storytelling medium. When we think of iconic photography, National Geographic often comes to mind first. Photography is integral to everything we do—across social media, our channels, and all communications. We showcase not only different photographs but also the stories of the photographers and their efforts.  

    What was the concept behind the #nofilter and how does it align with National Geographic’s vision for storytelling?

    At the core, we believe that understanding the world fosters a deeper emotional connection, which in turn inspires people to care for it more profoundly and take responsibility. This belief drives our storytelling efforts across various formats. For instance, our “Your Lens” initiative in 2021, featuring Karan Johar as our brand ambassador, aimed to inspire individuals over 18 to tell their own stories through photography and share them with us. The success of this initiative inspired similar narratives, leading to the creation of #nofilter. It also inspired some of our partners who want to engage with us on a similar narrative or a similar format. So thats how #nofilter also kind of developed.

    What makes #nofilter by IndiGo, a unique and one-of-a-kind reality TV show?

    What makes this initiative unique is its focus on photography as a foundational element, celebrating both the passion and skill of the photographer. It also highlights the story within each frame, capturing remarkable moments that define the essence of photography. Initiatives like “Your Lens” and #nofilter creates opportunities for photo enthusiasts to explore new approaches and inspire them to capture authentic, unfiltered images. In an era where numerous filters and editing tools often alter the original photograph, our goal is to provide a platform that emphasises genuine photographs and the true emotions behind them.

    How has National Geographic become the preferred platform for brands to communicate empowering stories, offering a unique blend of visual storytelling that resonates with the audience

    National Geographic’s storytelling prowess, honed over 136 years, is widely recognized. Over the years, our partners have sought our expertise to help tell their own stories, understanding that our unique narrative approach adds a distinctive lens to their messages. This led to the creation of “National Geographic Creative Works,” which enhances our storytelling beyond mere promotion. It enables brands to connect more deeply with their audiences, building meaningful relationships and fostering closer connections with their consumers. National Geographic Creative Works has become a sought-after resource for brands looking to leverage our storytelling expertise.

    How do initiatives like Your Lens and #nofilter by IndiGo support and nurture budding photographers?

    Let me highlight our collaboration with Indigo on #nofilter. This is actually the second season of the initiative. Last year, in Season 1, we received over 90,000 responses. This year, Season 2 has seen over 100,000 submissions, demonstrating a growing excitement and engagement within the community. Building on the success of last year’s short-form series, where we showcased the photographers and finalists in four episodes, this year we plan to expand to a longer 22-minute format. This extension will allow us to delve deeper into the photographers’ stories and passions. Our esteemed judges, Raghu Rai and Imtiaz Ali, renowned veterans in filmmaking and storytelling through photography, play a crucial role in bringing this initiative to life. Their expert curation enhances the collaboration between photographers and their images, keeping our viewers and community continually engaged.

    How do you view photography as tool for storytelling and why do you believe its such a powerful medium

    In my view, photography is a profoundly authentic form of storytelling because it revolves around capturing a moment and is inherently an art form. Often, we say that we “take” a photograph, but in reality, we “create” it. This creation involves selecting the medium through which you wish to tell the story, choosing the equipment—whether it’s a specialized lens or a phone—deciding on the subject, and shaping the story you want to portray. Composition, framing, and lighting all play critical roles in this storytelling process.

    A powerful photograph establishes a connection with its subject and encourages viewers to pause and reflect on the photographer’s message. Take, for example, the iconic image of the Afghan Girl on the National Geographic cover from the 1980s. This photograph has endured for decades because it resonates deeply with people. National Geographic boasts one of the largest non-celebrity Instagram followings worldwide, nearing two million in India alone. Our community grows continuously, with someone tagging or reposting our content every two minutes. This reflects the strong association between exceptional photography and our brand. Many see National Geographic as the pinnacle of photographic achievement, and being tagged by a National Geographic photographer is a coveted aspiration for many.

  • New Pokémon show “Pokémon Horizons: The Series” premieres on Hungama this 25 May

    New Pokémon show “Pokémon Horizons: The Series” premieres on Hungama this 25 May

    Mumbai: The Pokémon Company (TPC) has announced the launch of ‘Pokémon Horizons: The Series,’ a brand-new animated show set to premiere on Hungama on May 25th. For the first time in Pokémon’s history, the series features a female lead, Liko who alongside her partner Pokémon Myaoha will explore the exciting new world of Pokémon with another young trainer named Roy. At a press conference held today, TPC also unveiled the original opening and ending tracks composed by the music duo Vishal-Sheykhar and sung by Armaan Malik and Shirley Setia, created specially for Indian fans.

    For over two decades, Pokémon has consistently captured the imagination of kids and continues to be the preferred entertainment among fans today, solidifying Pokémon’s position as a pop-culture phenomenon. Hungama, the leading channel in the kids’ genre, has been home to the Pokémon series since 2014 and has engaged millions of fans through the years, generating 87 million views across Disney Kids Channel in India in the last year alone*.

    In addition to Liko and Roy, Pokémon Horizons: The Series also features other new characters, including interesting groups like Rising Volt Tacklers and the Explorers. There are many new Pokémon, each bringing unique abilities to the screen. Fans will see Captain Pikachu navigating the characters on daring voyages across the sea and sky.

    The Pokémon Company has also struck a one-of-its-kind collaboration with composer duo Vishal-Sheykhar to produce original opening and ending songs specifically for the series in India, bringing a local flavour to the series. This demonstrates Pokémon’s ongoing dedication to establishing a solid presence in the Indian market and fostering collaborations with local artists and enterprises.

    Sharing thoughts on the launch, Susumu Fukunaga, The Pokémon Company, remarked, “The new series comes with a brand-new storyline, new Pokémon and human characters, so there is a lot to look forward to. You will enjoy a fascinating adventure on an airship and see how secrets unfold due to the mysterious objects the main characters possess. All this is packed into a heartwarming story of friendship and self-discovery. We have also created original opening and ending tracks just for India for the very first time. This has been a challenging and interesting journey as we wanted to ensure that the music and lyrics align with Indian sensibilities. I think the songs capture the essence of Pokémon very nicely. We are also delighted to air our new series on the hugely popular Hungama channel. Their reach is bound to take our content to viewers across the entire country.”

    Disney Star business head – Kids and Infotainment,  Devika Prabhu said, “Hungama has established itself as a popular platform for Japanese anime and Pokémon, especially has been garnering immense love and appreciation over the years. With a devoted fan base of Pokémon enthusiasts in the country, our network has been their go-to destination when they want to immerse themselves in a world of captivating stories from the franchise. Through our dedicated localization efforts, we have customized the Pokémon viewing experience to align with the preferences of our audience, ensuring its continued relevance and appeal. The series and movies have consistently ranked among our top-performing content, and we are happy to introduce a new series as one of our key summer tentpoles on Hungama.”

    As the launch on 25 May approaches, Pokémon invites fans old and new to stay tuned for updates and embark on this thrilling adventure on Hungama.

    *Source: BARC | 2+ India Urban | Wk1 – Wk 52’23

  • Abbys 2022 onboards five more jury chairs

    Abbys 2022 onboards five more jury chairs

    Mumbai: The jury chair at Abbys 2022 has roped in five more eminent jury chairs on Thursday. It is being assembled gloriously with stalwarts of the advertising industry, both national and global. The five new Jury chairs will be judging the awards along with international judges.The jury comprises:

    Ayappa KM

    Early Man Films director and partner Ayappa is an accomplished writer and director of commercials, documentaries and television series. His work has been highly awarded at both Indian and international festivals including Cannes and D&AD. Ayappa is known for his offbeat directing style and unusual casting. Other awards won by Ayappa include Spikes, AdFest, Abbys and Kyoorius.

    Devika Prabhu

    Disney Star business head, kids & infotainment Devika is also onboarded. She oversees the content and communications initiatives across the bouquet of six kids and infotainment channels- Disney Channel, Hungama TV, Super Hungama, Disney Junior, Disney International HD, National Geographic, Nat Geo Wild and Fox Life. She is responsible for shaping the overall creative vision and driving the content and communications strategy.

    ALSO READ: Abbys 2022 onboards six adland executives as jury chairs

    Geet Rathi

    TBWA design & creative director Geet heads design duties for TBWA Design By Disruption. She is Campaign Brief 2020 Asia’s eighth most awarded creative in India. Geet has been on the jury at One Show Design in 2021 and the Cannes Young Lions & Clio Health and Cannes Lions Jury in 2019. Geet is the founder of Blink To Speak TBWA India Design Lab.

    Megha Tata

    Discover South Asia-Warner Bros managing director Megha spearheads several marquee brands for the Discovery network in India including the country’s largest aggregated real-life infotainment OTT platform. In 2020, Discovery India retained its position as the ‘Most Trusted Real-Life Entertainment Brand’ by TRA Research Pvt Ltd for the 10th year in a row. Megha is also the second woman ever to become the president of the India Chapter of the International Advertising Association.

    Raj Kamble

    Famous Innovation founder and chief creative officer Raj Kamble who is one of the most awarded and globally recognised Indians in advertising. He has over 150 awards including several Cannes and One Show Golds. Famous holds the title of seven-time winner of South Asia Independent Agency of the Year in a row. Raj is a frequent lecturer at the Kellogg Institute of Management and Columbia University. He is also the director of Miami Ad School in India.

  • Niche channels bank on differentiated content in new TRAI tariff regime

    Niche channels bank on differentiated content in new TRAI tariff regime

    MUMBAI: One worry that broadcasters seem to have from the impending TRAI tariff scheme that will commence from 1 February 2019 is the reception of their niche and differentiated channels. While GECs, sports and news channels don’t have much to worry, the others will have to fight for TV space.

    Here, differentiated content will play a role in ensuring genres like kids, infotainment and lifestyle are picked by viewers. 9x Media chief business officer and group business head Punit Pandey explained that out of 100 FTA channels, 26 are Doordarshan (DD) channels that are mandatory and the remaining are left with cable operators to choose. This choice depends on consumer pull and commercial deals with broadcasters. “I have commercial deals with almost all the big operators, where there is no reason for them not to give my channel. Music as a category is something that people like to have. So my commercial deal, consumer pull and music as a genre are the three reasons that will help us get in the 74 slots. But, according to me, a commercial deal is enough to get listed in the slot of 74 because I’ve paid to get in there,” he said.

    About the music genre’s content strategy, Pandey said that the cluster, except for 9xo that plays English songs, plays popular Bollywood songs which cut across divisions. He said, “As a Bollywood channel, our reach is far more than a non-film music channel, which is typically niche. For 9xm, we continue playing popular hit music. What adds to our advantage is our footprint in the regional market. Regional is going to grow and we are already there.”

    Viacom18, which has youth and a music channels MTV and MTV Beats, claims to not fall under the niche category.Viacom18 youth music and English entertainment head Ferzad Palia claims that it caters to a wide audience of 309 million viewers. He said that broadcasters who have not invested in differentiated content or have not found a clear way to differentiate themselves are the ones who may face the pressure of being selected or rather not being selected.

    MTV claims to follow a content-focused strategy while having differentiated product. Palia feels that if you have become an integral part of someone’s viewing habit, they will select you anyway. The channel also recently informed that the time spent on its channel had doubled. “Therefore, if our time spent has doubled that means we are doing something right because more people are watching us and we are becoming closer to the audience. I think we are in this advantageous position because of the unique offering that we have for the youth’s life,” he said.

    Zee TV business head Aparna Bhosle expects this order to usher in good days for the industry. Being a leader in the GEC category, it doesn’t have to worry much but she expects significant changes in viewing patterns to take place. According to her, people consume at max 130 channels when surfing. So, some channels may not make it to a viewer's list.

    Sony Sab, Pal business head Neeraj Vyas firmly believes that segmentation of audiences will be a reality. Till now, people were copying mass-pulling shows from competitors, but now each will have to focus and create for their own audience.

    Meanwhile, Disney India revamped its Disney XD channel to Marvel HQ. It is pertinent for one to assume that it might be its strategy due to the new tariff regime. The Walt Disney Company (India) executive director and head of product media networks Devika Prabhu said that the channel was creating a base so that it is ready by summer and kids would be habituated to it.

    Apart from content, bundling of the channels also plays a major role which is done by the broadcasters, cable and DTH operators. Apparently, Sony pulled the plug from a few of its channels—Sony Le Plex HD, Sony ROX HD and Sony Ten Golf HD since it didn’t rake in sufficient viewership. Simultaneously, others are converting to FTA channels. Recently, Business Television India (BTVI), an English business news channel, converted to FTA following the new regime. This could be a sigh of relief for the advertisers where their reach would be higher. FTA channels have the advantage of having advertising revenue because of higher reach.

    As far as ad rates are concerned, Pandey is confident it won’t be impacted while Vyas prefers to wait and watch for the MRP to unfold and the consumers' response. It will take four to five months for the regime to settle and advertisers, according to Pandey, are likely to wait and watch before changing pricing. He said, “Ad rates are not increased or decreased by one month’s performance. The advertisers or the agencies look at consistency; they do not change rates in a month’s time till the time it settles. Moreover, there are big events such as IPL, and the elections which will have serious pull.”

    Broadcasters have taken it upon themselves to educate consumers about the new tariff regime and also hinting at picking their own packs and channels. Pandey is bullish about the reach of his network and does not feel the need for full-page ads or outdoor hoardings.

    Palia replied that Viacom18 has been informing the consumers because it’s the network’s duty to educate consumers on how they can access their channels and their favourite shows under the new tariff order. “We are not trying to hard sell our channels to anyone,” he clarified.

    We are inching closer to the D-date and hoping that TRAI does not give in to another extension demand, as it has been prone to do previously. By early or mid-February, we are likely to get a sense of direction that the industry will be taking.

  • Disney’s Marvel HQ to offer fresh content

    Disney’s Marvel HQ to offer fresh content

    MUMBAI:The Walt Disney Company India is making some changes to its newly renamed channel Marvel HQ. To attract viewers, the chanel will undergo a content change. 

    The channel aims to transport viewers into the world of epic storytelling told through inspiring characters and will reach out to kids 9+ (boys and girls) introducing them to the world of Marvel and also bring in youth and audiences who are fans of Marvel animation and the movies.

    The Walt Disney Company (India) executive director and head of product media networks Devika Prabhu said that the content will be available in Hindi, English, Tamil and Telugu and the cluster will look at animation, live action, action adventure genre. “For series, the channel has Hulk and the agents of smash, Avengers Assemble, Avengers BlackPanther’s Quest, Guardians of the galaxy, Rising secret warriors and among others.”

    Apart from Marvel collection, the channel will also offer shows like Pokemon, Digimon, Beyblade and along others. The fresh new offering is expected to be rolled out on 20 Jan, while having the programs throughout the day.

    When asked whether coming up with Marvel HQ was because of the tariff regime, Prabhu refuted, “If you want to plan a channel, it has to be much in advance. We believed that it is the right time and within our portfolio we want to cater to all of our consumers and viewers. In Disney Junior we managed our pre-school space well, with Disney channel we have the whole family and kids and with Marvel we get the opportunity to tap into the whole action adventure space.”

    When asked about the strategy for refreshing the content at such an early time when kids get their summer vacations during the month of April or May, Prabhu replied that the strategy was to create a base in advance. “So we will build up a viewer base over the next few months and in summer it will be there already, so that they don’t have to look for it and that they will be habituated to it.”

  • Bindaas launches a mobile game on its latest series Tere liye Bro

    Bindaas launches a mobile game on its latest series Tere liye Bro

    bindass’ latest series Tere Liye Bro, a refreshing tale, chronicling the lives of three best friends and the twists and turns their lives take has gained immense popularity amongst the millennials. Given the instant popularity of the show and its characters, the brand is all set to extend its universe with the launch of a simple yet riveting grid-based mobile game for fans. The game is now available on Google Play and App Store. 

    The Tere Liye Bro game features four lead characters from the show where the players have to strategically match similar blocks in a grid with a single touch. The fun continues for a total of 100 levels spread across 4 different modes. Each level comprises of multiple blocks with a few immovable objects as obstacles. Once the match is made, the player moves to the next level.  

    Disney India, Executive Director and Head of Product, Media Networks, Devika Prabhu said, “We are very happy with the fan acceptance of Tere Liye Bro on bindass across platforms. The launch of this game provides a great opportunity for the fans to have fun with the characters and engage with the series in a new way. This is yet another great example of the multi-platform philosophy of the bindass brand.”

    Teri Liye Bro is a story of two friends and a sister who set out on a mission to fulfill their best friend’s bucket list but in return come out of it valuing their friendship and fulfilling their own wishes along with the friend’s. What brews next is an exciting journey of these three finding out what they truly want and appreciating their bond as friends and much more!

  • New formats bear fruit for Disney, Hungama this summer

    New formats bear fruit for Disney, Hungama this summer

    MUMBAI: Summer leaves a lot of time for kids to enjoy and bury themselves in fun activities. Activities that could include going to a park, seeing a movie or going to a beach.

     

    So while they do this and more, for the kids channels, this is the time they want to engage the kids with their programmes. And with this in mind, kids’ channels, Disney and Hungama TV had this summer, designed a special summer programming line-up. This proved to be a jackpot not only for the kids but for the channel as well.  Both Disney and Hungama TV have proved to be front-runners across age brackets and the kids’ entertainment genre.

     

    With new format shows like Captain Tiao and Arjun: Prince of Bali on Disney and Pokemon on Hungama, the Disney network has seen a nine per cent growth in viewership, this summer.

     

    Since its launch, Hungama’s prime play slot (Weekdays, 1pm) ranks number one in total TV among all kids (CS 4-14 ABC) and younger boys (CS M 4-9 ABC) in HSM. Viewership during the prime play slot has strengthened by 15 per cent, post the launch of Pokemon (In comparison to the previous four weeks before launch for the same slot) among all kids (CS 4-14 ABC) in HSM. Moreover, the show reaches out to 35.8 million audiences (CS4+) across All India of which 16.9 million audiences are kids (CS 4-14) across all play.

     

     “We are always on the lookout for content that resonates with kids. We listen to them and understand the entertainment expectations kids have today,” reveals Disney India director, programming, kids channels Devika Prabhu.

     

    Disney consciously also looked at scheduling short format series this year, which has also added to its success this summer. For example, the channel featured the Mickey Mouse short series which was well received by the channel’s target audience. “The mix of long form and short form formats brought great results for us. It kept our viewers surprised and we also offered something unique, innovative, and novel and it really kept our audiences engaged with the channel,” reasons Prabhu.

     

    Besides this, Disney’s Jet Set Go three campaigns also received an overwhelming response. “This time we had experimented something new, and that stuck the right chord for us,” reveals Prabhu.

     

    On Hungama, shows like Ninja Warrior continued to do well for the channel, but the breakaway hit was the Pokemon series. “What was heartening to see was that it was launched as a daily, and for a daily to get that kind of traction across that slot is very encouraging,” asserts Prabhu.  “The response to the Pokémon series on Hungama TV has been phenomenal and the success of it is testimony to the fact great content packaged with interesting elements can definitely excite the kids of today.”

     

    Prabhu says that re-launching the series was a right move. “Pokemon is a series that is a blend of action, comedy and fun. It truly celebrates the spirit of childhood as it captures a child’s imagination, playfulness and a zest to be adventurous. The internationally popular series, which embodies Hungama TV’s philosophy of enthusiasm, fun, adventure, and friendship, brings in moments of unexpected adventures and entertainment as it captures the escapades of 10 year old Ash Ketchum who starts his action packed journey with his first Pokemon, Pikachu. It connects with Hungama TV’s proposition and takes this position forward and so it was a perfect fit to showcase the series on Hungama TV,” explains Prabhu.

     

    To reach out to the greater audiences, the channel launched a few innovative on-air campaigns. For the launch of the Pokemon series the channel had a campaign that showcased the distinctive elements that brought out the exciting nature and characteristics of the world of Pokemon. From a Pokemon rap song with lyrics around his masters, and the power of the Poke Ball to a special Poke Ball stunt. The on air campaign had a series of fun elements that engaged and connected with kids of all ages.

     

     “The great thing is, we don’t really need to woo the audience on the channel because we are the top channel when it comes to viewership. It is more about giving them reasons to stay engaged with us,” informs Prabhu.

     

    Dream Theatre founder and CEO Jiggy George who represents Pokemon for content syndication, licensing and merchandising in India is excited about how well the show has done. “This is Dream Theatre’s first foray into content syndication and kudos to the Hungama team on the superlative launch. We have always believed in Pokemon’s timeless value and it is very gratifying to see a new generation take to Pokemon with such gusto.”

     

    Moreover, Dream Theatre is also working on mega Pokemon consumer product launch in January 2015, which will see a slew of licensed Pokemon products in stores for its millions of Indian fans.

     

    Surprisingly, the kids genre viewership has remained unaffected by the IPL. According to the data received by the TAM subscribers, kids genre which had a 15.6 per cent share prior to IPL among all kids (CS 4-14 ABC) in HSM held on to its viewership.

     

     “This summer too, we’ve been happy to present to them yet another mix of memorable stories and wonderful characters and in a short span of time they’ve been exceedingly well received. Our focus will always be to ensure we stay connected with our audience by offering new forms of storytelling, that seeks to entertain and inspire them, all executed with quality of the highest caliber,” concludes Prabhu.

     

    The network has received tremendous response from the advertisers as well. In addition to the ratings, the network has seen positive response from categories such as organized retail, apparels in addition to FMCGS and more across the network.  Moreover, categories in consumer durables such as water purifiers, cooking oils, printers have come on to the channel as well.

  • Disney Channel adds ‘Doc McStuffins’ to its programming line-up

    Disney Channel adds ‘Doc McStuffins’ to its programming line-up

    MUMBAI: Disney Channel from the Disney Network is adding a renowned animation series to its programming line-up. Doc McStuffins, is an animated series about six-year-old Dottie “Doc” McStuffins, who communicates with and heals stuffed animals and toys out of her backyard clinic.

     

    The show is produced by Brown Bag Films and is primarily targeted at pre-school kids between ages two and seven. It was created and executive produced by Humanitas Prize and Emmy Award-winner Chris Nee and premiered on 23 March, 2012 on Disney Channel and Disney Junior.   

     

    Sharing her views on premiering the series, Disney India kids channels director programming Devika Prabhu says: “We are dedicated in developing and building properties that appeal to kids, parents along with the entire family and with its unique story models a strong sense of community and the importance of lending a helping hand, or paw, when people and stuffed animals need it most. Last year, we launched Sofia the First with movies and series and completely dedicated ourselves to making her relevant to kids and families and now we are bringing another wonderful series with Doc Mcstuffins”.

     

    The show revolves around the concept that stimulates the imagination of a kid, and encourages them to adopt and live their dreams. Additionally, the show also aims to inculcate values among the kids and will premiere on Saturday, 1 March 2014 at 10:00 am and run for 26 episodes every Saturday.

     

    “We believe that heartwarming stories with relatable characters have an universal appeal and resonate with kids and families. Doc Mcstuffins’, very interestingly, is a marriage of every kid’s dream of their toys coming to life with valuable lessons about health and wellness,” adds Prabhu.

     

    The series chronicles a six-year-old girl named Dottie McStuffins who, one day, wants to become a doctor like her mother. As a kid, she imagines playing a doctor and fix toys and dolls (because of which, everyone calls her ‘Doc’). In the series, when she puts on her stethoscope, toys, dolls, and stuffed animals magically come to life and she is able to communicate with them.

     

    With a little help from her stuffed animal companions, Stuffy, Hallie, Lambie and Chilly, Doc helps toys feel better by giving them check-ups and checking their illnesses with ‘The Big Book of Boo Boos’. Each 11-minute episode includes original songs, the Time for Your Check-Up song the I Feel Better song and Tell Me What’s Wrong song. There is also an additional song about things you must do with a doctor’s check-up. During ending credits in Season One, Doc gives advice to viewers about staying healthy as well.

     

    Prabhu expounds: “Helping their kids live a healthy lifestyle is a top priority for every parent, irrespective of the geography and we are confident that Doc’s relatable warmth and charm will ease young viewers’ natural anxieties about familiar situations, including visiting a doctor and taking medicines.”

     

    On 5 June 2012, Disney Junior renewed the series for a second season, which is currently on air and beginning 10 March 2014, Disney Junior has renewed Doc McStuffins for a third season in US.

     

    The program has been a hit on Disney Junior in US. The series premiere attracted 1.08 million children aged two to five, and the show has attracted an average of 918,000 viewers in the same demographic.

     

    It has also attracted large amounts of positive attention for older males as well. The series is also a huge cultural impact, generating loud applause on parent blogs, Facebook and even in academia for its positive vocational message for African-American girls.

     

    Disney Channel India is confident that the show will be a hit among young minds between the ages two to seven years. 

  • Makeover helps Hungama hike ad rates by 25%

    Makeover helps Hungama hike ad rates by 25%

    MUMBAI: A little over two months since its makeover and Hungama TV has already upped ad rates by 25 per cent on the back of an estimated 25 per cent growth in viewership.

     

    It was in October this year that Disney UTV’s kids’ channel underwent a reboot, wherein a local flavour was imparted while keeping its ‘unapologetically fun loving, mischievous and boisterous’ character intact.

     

    The three-pronged revamp saw a new tagline Hungama Machaya Kya?, a new on-air look and packaging as well as a fresh interactive feel.

     

    The strategy seems to have worked for ever since, the channel has registered a 25 per cent growth in viewership as per TAM ratings (CS: 4-14; Mkt: HSM; Data period: Wk 1-48’13 All Days; 0700-2300 HRS, Basic TVTs, Kids Genre).

     

    Elaborating on what tipped the scales in Hungama’s favour, Disney UTV kids’ network programming director Devika Prabhu says: “Apart from the refreshed look, we now have new shows like VIR: The Robot Boy and Ninja Warriors (dubbed by Javed Jaffery). New episodes of popular shows as well as new movie titles are also in the pipeline. Hence, apart from the new look and feel, children have new and exciting things to look forward to.”

     

    Buoyed by the growth in viewership, the channel has hiked ad rates by 25 per cent and roped in advertisers the likes of Hero Honda.

     

    Says Disney UTV media network ad sales executive director Nikhil Gandhi: “Our confidence has only grown and we see ourselves in the top position very soon. And our clients too believe in it and hence have come on board even after a hike in ad rates.”

     

    “Today, the kids’ genre isn’t about kids anymore. It is all about co-viewing and hence, advertisers feel that they can target the whole family through this genre as well,” he adds.

     

    Going further, Hungama will be focusing on home-grown content. “Vir has got an excellent response from the viewers and we would like to explore and expand Indian content,” signs off Prabhu.

  • Hungama TV to Launch Vir, the Story of A Robot Kid on November 9th

    Hungama TV to Launch Vir, the Story of A Robot Kid on November 9th

    MUMBAI: In line with its new look and proposition of Hungama Machaya Kya, Hungama TV will premiere a brand new series, VIR: The Robot Boy. A weekly animated comedy/adventure series set in the desi heartland of India. The channelhas associated with Maya Digital to bring this show weekly starting November 9th, 2013 at 11.30 am.

    Vir is a heartwarming story of a robot with human like qualities and a unique blend of emotions and superhuman abilities. The series follows his humorous escapades as he manages to save the day with his quick thinking and a wide array of robotic abilities, along with his closest friends – Chulbul the pet Donkey, 8 year old Imli and Gintu, his magical Djinn. Vir is naughty yet intelligent, funny yet compassionate, playful yet helpful and street smart yet has a golden heart, all of which define the kids of today.

    “We recently launched a fresh new look for Hungama TV, which embodies the spirit of friendly mischief and spontaneous laughter which is our core proposition for the channel. VIR: The Robot Boy truly celebrates the spirit of childhood and personifies what the channel represents. We are confident that kids will develop a great affinity to the local narrative, humour and situations that Vir and his friends find themselves in” said Devika Prabhu, Director, Programming, Kids Network, Disney UTV.

    According to Ketan Mehta, CMD, Maya Digital Studios,times are changing for the Indian animation industry. “We already have Indian animated shows on air which has become immensely popular. With Vir, we are expanding more. The channels, till now, were basically thriving on recycling of American or Japanese shows. But slowly, they are opening up to the idea of home-grown shows. To penetrate the Indian market, it is important to come up with Indian content that is relatable to the audience,” he says.