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Tag: Juhi Ravindranath

  • Juhi Ravindranath is the new chief business officer of Qube Cinema

    Juhi Ravindranath is the new chief business officer of Qube Cinema

    Mumbai: Qube Cinema has appointed Juhi Ravindranath as chief business officer. Juhi Ravindranath has more than two decades of experience in renowned companies like Star India, NDTV, and Tuner International.

    Ravindranath will explore new frontiers in building the category of in-cinema advertising and identifying and developing new avenues for growth in the larger content ecosystem.

    On appointment, Juhi Ravindranath said, “I am extremely excited to join the world of Qube. Being an avid film buff… I see great potential in this business,” Ravindranath said in a press release. “Qube Cinema Network has an impressive roster of theatres and a highly motivated and passionate team of people that I look forward to working with.”

    Qube Cinema Network offers in-cinema advertising inventory across a network of more than 2800 screens (more than 1380 multiplex screens and 1420 single screens) covering 1,100 cities.

    Qube’s CEO Harsh Rohatgi said, “The post-pandemic resurgence of the industry has been phenomenal with record footfalls and box office collections. This has opened up further opportunities for Qube to help our theatre partners to enhance the quality of the cinema experience, while also our production partners look to cater to more audiences with their films,”

    “With Juhi joining the team, we look forward to pushing the envelope across the businesses of cinema advertising and new avenues of content distribution,” he added.

    At Qube, Juhi will be based out of Mumbai and work with the QCN teams across the country.

  • Turner gears up to make a splash with Oggy and Tik Tak Tail

    MUMBAI: The year 2017 so far has been pretty much of a killjoy for those in the TV business what with advertisers putting the brakes on spending on pay channels. The kids TV space has been no exception. But Turner International India executive director & network head kids, south Asia, Krishna Desai is hoping that the category will take a turn for the better come this festive season.

    Turner is all set to roll out two new shows – the ever so popular Oggy and the Cockroaches on Cartoon Network (CN) on 14 August (6pm-6:30 pm) and  a homegrown chase comedy Tik Tak Tail on Pogo by the first half of September.

    Its Asia office  had announced the acquisition of rights to season five, six and seven of the former earlier this year, while the India office had commissioned India’s hot and emerging studio Cosmos Maya to produce the latter. The Tik Tak Tail deal allows it to retain the telecast rights for south Asia.

    Promotions for Oggy and the Cockroaches have started in June with three or four music videos being released on air and on digital. On- ground, on-air and on digital multicity contests are planned through its annually organized School Contact Program (SCP)- but more of that later.  Its campaign emphasizes that it is airing the Asli Oggy episodes. (It has the first run rights to all seasons of the show; the Nick channel cluster telecasts the reruns of earlier seasons at times different from those of CN).

    Desai and his VP, head-ad sales South Asia Juhi Ravindranath are banking heavily on the two new shows.  Ravindranath  has already roped in Perfetti as one of its partners for Oggy which is making a comeback with fresh episodes after a long gap.

    “In India getting good viewership is also a challenge, India being a single TV viewing home and the total viewing of kids content on the kids category is stuck at 20 per cent and not going beyond that for some time,” says Desai.

    Adds Ravindranath: “We are hoping to see some excitement being kicked into the year long stagnant kids genre in the coming festive season.”

    Desai says one of the legs of that initiative is Tik Tak Tail.  “Since Pogo is positioned as a hybrid channel which has both international and local content, we are constantly looking for homegrown IP which will appeal to the kids audience. And Tik Tak Tail (which essentially is a tale of a rabbit outsmarting a tiger who wants to hunt it down and eat it)  fitted in with what we were looking for. It’s a fun chase comedy which Pogo kids will love.”

    A strong promotion drive has been drawn up to make kids aware of Tik Tak Tail and also possibly fall in love with the franchise through  its SCP. The exercise, which takes place annually, will collectively reach out to close to a  million students (between standards one to eight) across 1000 schools.

    The SCP was flagged off in early August and will cover the cities of Mumbai, Pune, Lucknow, Surat, Kolkata, Ahmedabad, Delhi, Bangalore and Chennai. Mainstream brands such as Dettol, Aquaguard, Himalaya, Go-Cheese and Ford have put their might behind the on-ground initiative.

    Ravindranath is in conversation with a handful of other brands to come on board the two shows as on-air sponsors; she expects the deals to close soon. But she is quite confident of the genre and ad rates going northwards too.

    Says she: “The kids genre right now is under-monetised because its viewership share genre has not  really matched up to  the genre’s ad pie.  Mainstream and non-kids brands have been using the medium With new players in the market and penetration going deeper into rural areas, new local advertisers will emerge and the genre is expected to grow.”

    Says a media observer: “It’s great that Desai and team Turner have come up with new offerings on the network. It will help brands which have been conserving their spends so far to look at them as options for media buys as the shows get viewership. Overall too, I am optimistic of the offerings as Oggy and the Cockroaches is a great franchise and Cosmos Maya has been delivering winning series for the kids networks. However, data has shown that kids are consuming content increasingly on OTT like Vootkids, Amazon Kids, and SonyLiv kids and YouTube pioneers like ChuChuTV.  And the linear television channels have to keep a watch on that.”

    Desai, on his part, is not disturbed by this trend. Says he:  “The OTT market is very small as compared to linear from a kids genre point of view. OTT will only add to the experience but it won’t take away from the linear space.  From our side we have partnered with both Amazon and Voot – both of whom are showing many of our shows on their digital platforms. In my opinion, linear television will remain strong for a very long time in India.”

    The success of Oggy and the Cockroaches and Tik Tak Tail will only help cement that faith and belief.

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  • Non-traditional advertisers flock to Turner’s kids channels

    Non-traditional advertisers flock to Turner’s kids channels

    MUMBAI: The year 2015 was an exciting one for kids’ television, what with several new shows being added to popular time bands and channels going the original way for content. From the perspective of advertising expenditure too, 2015 spelled as a fruitful year for the kids category on television as it managed to attract several non-conventional advertisers.

     

    Giving an insight on the facts and figures for the year’s performance in the genre, Turner International India vice president ad sales –  South Asia Juhi Ravindranath says, “The ad spends in 2015 were largely driven by categories like autos and e-commerce, which are not the conventional advertisers in the kids’ genre. FMCGs have performed really well. The overall estimate for TV has grown by over 14 per cent while the kids’ genre has also seen a decent double-digit growth.”

     

    Turner International rode this wave successfully and kept up with the pace of Indian entertainment market as well. “Pogo and Cartoon Network have received newer advertisers and categories coming on board, and their dependence on non-kids advertisers is also growing. Currently, nearly 60 to 65 per cent of the inventory on the kids’ genre is from non-kids’ brands. The channels have advertised with non-conventional advertisers through the conventional vignettes, brand integrations of the content messaging, creating co-branded promos, etc,” Ravindranath informs.

     

    On the brand integration front, channels have offered several new initiatives. “One of the key highlights for the year was the brand integration with Kellogg’s & Chhota Bheem. Another creative brand integration included: Perfetti in the animated movie series Sholay on Pogo. In addition to this, Perfetti Alpenliebe Juzt Jelly will join hands for the upcoming telefilm, Kris Ka Scooba Dooba Ajooba on Cartoon Network,” she says. 

     

    With advertisers from the non-kids category and FMCG brands coming onboard, the network’s content strategy for 2016 is also expected to ramp up.

     

    Turner International, executive director and network head – kids Krishna Desai adds, “Original content is key to us in fulfilling a long term and sustainable content pipe. A very large majority of all the content on CN comprises Cartoon Network Originals. On Pogo, large chunks of our pipe are either co-productions or from our sister company Warner Bros. Making content locally relevant is crucial – be it in the form of dubbing or home grown content.”

     

    With original content being the key focus, the channels will soon work on their line up for the year. “Turner International India will slowly bring in local content on the channel Toonami, along with the super hero shows. The second movie of the series Chakra that was worked along with Stan Lee, will be premiere in a few weeks,” informs Desai.

     

    However he asserts that good stories with universal themes told in a language understood and preferred by the audience, makes the differentiation between local versus international and irrelevant one. “Ben10 on Cartoon Network is as Indian as a Chhota Bheem as they have always seen him talk in Hindi,” he adds.

     

    Years ago Cartoon Network was the sole ruler in the genre. However, things changed as more and more new kids channels made their entry in the country. Although the channel continues to hold its place in the top three positions through the year, it is no longer the most watched channel in the category.

     

    When asked if Turner International India will strive to reclaim its number one spot in the category, Desai says, “The portfolio share makes us the number one kids portfolio in India. Our endeavor is to grow this share and also have leadership in the individual channel ranks. Our strategy is based on putting the consumer at the center of everything that we do.”

     

    With more and more kids content being available digitally, channels must also buckle up to retain their audiences. Desai says that offering app based services and experiences are one way to tap in the changing dynamics in kids content. 

     

    “Our kids brand digital offerings are transitioning towards being more ‘app’ based. The applications CN Watch and Play and CN Anything will be launched soon in India while Pogo channel’s website will shortly migrate on a new and much responsive platform. Kids love playing games than watching videos. CN Watch and Play app lets you do that at the same time,” Desai points out. 

     

    The network is also building shows that have a specific digital strategy, which may mean that they get premiered first on the digital platform.

  • Non-traditional advertisers flock to Turner’s kids channels

    Non-traditional advertisers flock to Turner’s kids channels

    MUMBAI: The year 2015 was an exciting one for kids’ television, what with several new shows being added to popular time bands and channels going the original way for content. From the perspective of advertising expenditure too, 2015 spelled as a fruitful year for the kids category on television as it managed to attract several non-conventional advertisers.

     

    Giving an insight on the facts and figures for the year’s performance in the genre, Turner International India vice president ad sales –  South Asia Juhi Ravindranath says, “The ad spends in 2015 were largely driven by categories like autos and e-commerce, which are not the conventional advertisers in the kids’ genre. FMCGs have performed really well. The overall estimate for TV has grown by over 14 per cent while the kids’ genre has also seen a decent double-digit growth.”

     

    Turner International rode this wave successfully and kept up with the pace of Indian entertainment market as well. “Pogo and Cartoon Network have received newer advertisers and categories coming on board, and their dependence on non-kids advertisers is also growing. Currently, nearly 60 to 65 per cent of the inventory on the kids’ genre is from non-kids’ brands. The channels have advertised with non-conventional advertisers through the conventional vignettes, brand integrations of the content messaging, creating co-branded promos, etc,” Ravindranath informs.

     

    On the brand integration front, channels have offered several new initiatives. “One of the key highlights for the year was the brand integration with Kellogg’s & Chhota Bheem. Another creative brand integration included: Perfetti in the animated movie series Sholay on Pogo. In addition to this, Perfetti Alpenliebe Juzt Jelly will join hands for the upcoming telefilm, Kris Ka Scooba Dooba Ajooba on Cartoon Network,” she says. 

     

    With advertisers from the non-kids category and FMCG brands coming onboard, the network’s content strategy for 2016 is also expected to ramp up.

     

    Turner International, executive director and network head – kids Krishna Desai adds, “Original content is key to us in fulfilling a long term and sustainable content pipe. A very large majority of all the content on CN comprises Cartoon Network Originals. On Pogo, large chunks of our pipe are either co-productions or from our sister company Warner Bros. Making content locally relevant is crucial – be it in the form of dubbing or home grown content.”

     

    With original content being the key focus, the channels will soon work on their line up for the year. “Turner International India will slowly bring in local content on the channel Toonami, along with the super hero shows. The second movie of the series Chakra that was worked along with Stan Lee, will be premiere in a few weeks,” informs Desai.

     

    However he asserts that good stories with universal themes told in a language understood and preferred by the audience, makes the differentiation between local versus international and irrelevant one. “Ben10 on Cartoon Network is as Indian as a Chhota Bheem as they have always seen him talk in Hindi,” he adds.

     

    Years ago Cartoon Network was the sole ruler in the genre. However, things changed as more and more new kids channels made their entry in the country. Although the channel continues to hold its place in the top three positions through the year, it is no longer the most watched channel in the category.

     

    When asked if Turner International India will strive to reclaim its number one spot in the category, Desai says, “The portfolio share makes us the number one kids portfolio in India. Our endeavor is to grow this share and also have leadership in the individual channel ranks. Our strategy is based on putting the consumer at the center of everything that we do.”

     

    With more and more kids content being available digitally, channels must also buckle up to retain their audiences. Desai says that offering app based services and experiences are one way to tap in the changing dynamics in kids content. 

     

    “Our kids brand digital offerings are transitioning towards being more ‘app’ based. The applications CN Watch and Play and CN Anything will be launched soon in India while Pogo channel’s website will shortly migrate on a new and much responsive platform. Kids love playing games than watching videos. CN Watch and Play app lets you do that at the same time,” Desai points out. 

     

    The network is also building shows that have a specific digital strategy, which may mean that they get premiered first on the digital platform.

  • Kids’ genre is highly dependent on library content: Turner’s Ravindranath

    Kids’ genre is highly dependent on library content: Turner’s Ravindranath

    MUMBAI: The kids’ genre is the third largest genre in the country in terms of viewership. Turner commanded 36.3 per cent Relative Share in 2014 with Cartoon Network at No. 1 and POGO No. 2.

     

    Turner International India vice president ad sales South Asia Juhi Ravindranath spoke to Indiantelevision.com at length about the changes in scope of advertising on kids’ channels and changes that the industry has seen over the last decade.

     

    While a large chunk of advertisers on kids channels are traditionally kids’ brands, the genre has recently witnessed a spurt in non-traditional brands that have come on board to tap the potential that kids offer as audiences. Kids today play a key role as influencers in the family’s decision making.

     

    Ravindranath said, “If you see the total television viewership pie, the kids’ genre commands about seven per cent of the ratings. However, it is highly under monetized as the revenue it rakes in is only three per cent. But with growing influence of children in household decisions and increase in co-viewing, advertisers are beginning to understand the importance of the kids’ genre. Thus, there has been a surge in unconventional categories that come on the channel to engage kids and parents.”

     

    She added, “Since kids’ brands form only five to six per cent of all brands, the growth for this genre is also being driven by non-kids brand categories. Till now largely driven by FMCGs targeting mothers through co viewing in the household, of late we have seen unconventional categories such as automobiles, e- commerce, insurance, etc. Last year, non- traditional advertisers formed about fifty to sixty per cent of all the advertisers on our channels.”

     

    Turner via its kids’ channels – Cartoon Network and POGO, has been driving innovation in terms of ad sales solutions provided to its clients.

     

    Talking about the innovations with brands, Ravindranath said, “Over the years, we have done many innovations on Cartoon Network and POGO. For instance, with Honda we not only did customized spots in which Chhota Bheem promoted road safety but also developed a meet and greet opportunity with Chhota Bheem across the country to gratify winners. Last year, Kellogg’s Chocos partnered with POGO to create a four-part series featuring the Kellogg’s mascot Coco and Chhota Bheem. This not only made for compelling content but also integrated the brand messaging in a subtle and unusual manner. We also partnered with clients like Perfetti and Jungle Magic on Adventures of Sholay.  Going forward, we will continue to focus on offering our clients such unique opportunities to interact with our characters.”

     

    On-ground activities are also a part of Turner’s strategy to entertain and engage its audience and provide a platform to brands to advertise. Turner has been conducting School Contact Programs for Cartoon Network and POGO since the past decade. Every year, through unique concepts, they reach over a million kids across 1000 school throughout India. The annual quarter four events undertaken in November/December also provide brands an opportunity to engage with thousands of kids and parents.

     

    On the Telecom Regulatory Authority of India’s (TRAI) order on ad cap, Ravindranath said, “The TRAI inventory cap has definitely helped channels grow rates and balance inventory across dayparts and months in a more planned manner.