ITV

Tag: Eena Meena Deeka

  • Slapstick is back in India with Eena Meena Deeka

    Slapstick is back in India with Eena Meena Deeka

    Mumbai: Cosmos-Maya’s non-dialogue slapstick comedy show Eena Meena Deeka was recently launched on the Disney Channel. The ratings coming in have been very encouraging. For the show to do well in a genre which is exciting, inventive, and witty and requires great skill to produce, the creators have a lot to cheer about.  

    According to recent BARC data, average impressions for the show are significantly higher than those for category toppers like Motu Patlu and Chhota Bheem for the month of December, 2018. There is no other non-dialogue show in the Top 10 in the kids’ animation category for this period.

    The show, having been syndicated to more than 100 countries worldwide, is also doing exceedingly well digitally on Cosmos-Maya’s YouTube channels, WowKidz and Wow Toons and has garnered around 300 million views cumulatively owing to the internationally recognized genre it falls into. It is also available for viewing on Netflix.

    Eena Meena Deeka essentially tells the story of the constant chase between a cunning hungry fox and three chicks, Eena, Meena and Deeka. The show borrows from the archetypal battle between malevolence and innocence, which was immortalized by the likes of Tom & Jerry and Oggy and the Cockroaches.

    Dheeraj Berry, the show’s creator and SVP- Development & Current Projects, Cosmos Maya, himself a Walt Disney fan, feels there may be another reason for the success of Eena Meena Deeka. “The relationship between the characters in Eena Meena Deeka is such that they can’t live without each other. Young viewers vicariously experience sibling bonding in the show”  

    Anish Mehta, CEO, Cosmos-Maya adds, “People love to laugh. Slapstick comedy has the ability to engage audiences of all age groups. That perhaps is the reason why Eena Meena Deeka airs in more than 100 countries today. In the Indian sphere, we are in an era where kids can access content on their mobile phones without having to care about high data charges. The time is right for the short format, non-dialogue slapstick comedy to make a comeback.”

  • Hungama to add 90 hours of original content this summer

    Hungama to add 90 hours of original content this summer

    MUMBAI: It’s that time of the year when kids say goodbye to schools, books and welcome the long summer vacation. It is not just an important part of the year for the kids, but also for the kids television genre.

     

    One such is Hungama, which is courting its viewers with different customized offerings to have a bigger bite in the viewership pie, this summer.

      

    It can be noted that the kids genre accounted for 7.3 per cent of the viewership share in 2014, making it the largest genre after Hindi general entertainment channels (GECs) and movie channels.

     

    This summer, Hungama has a special strategy lined up to engage kids with a series of new shows and movies, spread across successful genres of action-adventure comedy. The channel will also add a new genre with chase comedies.

     

    Disney India media networks content and communications VP Vijay Subramaniam says, “If I have to replace the entire set of fun adjectives in one word, I will call it Hungama.”

     

    To stay ahead of the curve, the channel is set to add 90 hours of original programming to its kitty across the summer months. “That has been our constant endeavour on Hungama. While we give our audience innovative content we also increase the variety of offerings on our channel,” informs Subramaniam.

     

    The channel will have three major highlights this summer. The first in line is Pokemon, to which the channel will give a new dimension. With the ever-growing popularity of the character and the action-adventure comedy genre, Hungama is launching a new series in the same genre along with presenting Pokemon in long format for the very first time on Indian television with the premiere of Pokemon movie, which will air on 18 April at 12 pm.

     

    “Moreover, Pokemon has got maximum fan following. Week-on-week and month-on-month the numbers are only getting stronger,” reasons Subramaniam.

     

    A perfect complement to Pokemon, the channel will launch action-adventure series Beyblade on 13 April at 1.30 pm. “This is another demonstration of the fact that the channel is innovating and pushing content, which is active in the space of game play both in the world of television and real world. Pokemon and Beyblade will make a good compliment on-air,” asserts Subramaniam.

     

    On 3 May, Hungama will launch the third season of Vir: The Robot Boy, which is a series with a different identity in the space.

     

    Hungama has also been developing local animated series. The channel is set to launch a fundamental block, the offering for local animation shows that will be launched at the afternoon band. The three shows that will be launched are Bunty aur Billy, Hum Chik Bum and Eena Meena Deeka (working title), which will go on air on 18 May.

     

    As per reports, localization of content on kids channels continues with the average ratio for international to local content at 60:40 currently compared to 90:10 in 2008. 

     

    In 2014, Hungama reached out to 85.7 mn individuals (CS 4+) of which 19.0 mn were kids (CS 4-14 ABC) across all India during summers (AMJ’14).

  • No Talkies brings out maximum Deewangi in media agencies

    No Talkies brings out maximum Deewangi in media agencies

    MUMBAI: SONY MAX, the premium Hindi movies and special events channel which recently launched its latest initiative“NO TALKIES”-India’s first National Dumb Charades competition for Media Agencies across Mumbai, Delhi and Bangalore, has received an overwhelming response. The activity had its first ever regional rounds in Delhi on 18th September, followed by Bangalore on the 19th and Mumbai on 25th September. The media agencies who had enthusiastically registered for the initiative were waiting to get on stage and put their best foot forward.

     

    Five teams have qualified for the finale of NO TALKIES. Delhi MAXUS had a clean sweep by clearing the regional round with 2 winning teams namely ‘Engineers’ & ‘MAXUS ke Deewane’. From Bangalore, ‘Thakur ke Aadmi’ from MAXUS qualified for the deciding round. The teams which performed the best in the Mumbai regional round were ‘Eena Meena Deeka’ and ‘MEC Fimly Deewane’ from Mindshare and MEC respectively.

     

    The preliminary rounds of the activity witnessed team participation from top media agencies across Mindshare, Maxus, MEC, Motivator, Lodestar, Madision, Starcom, Lintas, OMD, MPG amongst others in the three cities.

     

    Witnessing the passion of the participants, Vaishali Sharma, VP Marketing, MAX commented, “We are overwhelmed to see the enthusiasm with which media agencies have connected and participated in ‘NO TALKIES’. Everyone has a little bit of filmy deewanapan in their life and ‘NO TALKIES’ has given them the perfect avenue to showcase it. We look forward to an even more successful finale in Mumbai.”

    The top 5 teams are now sharpening their acting skills to clinch the title of being crowned as the winner of ‘NO TALKIES’on 1st October at Blue Frog, Mumbai. It’s going to be a perfect recipe of a delightful & entertaining evening.