Tag: Kids channels

BCCC meets to discuss action against complaints received

MUMBAI: In its 41st meeting, it was business as usual for the Broadcasting Content Complaints Council (BCCC). The executives met to discuss complaints received against the various channels. A couple of these complaints did include the latest season of Bigg Boss and an action against all the complaints received will be taken in the coming week.

However, what is noteworthy is the interactive session held after the meeting. The council along with former BCCC member and the National Commission for Protection of Child Rights (NCPCR) member Dipa Dixit, broadcasters even from the south and a special guest, Neela TeleFilms producer Asit Modi discussed the portrayal of children on the small screen.

The reason behind getting Modi as the special guest was his successful running show, Taarak Mehta Ka Ooltah Chashmah, informs a BCCC official. “The show has been on for seven years and we haven’t received a single complaint against it. Also, the show features a lot of children so we thought who else would be better than him to discuss on the topic,” he adds.

The interactive session, after last year’s session on women portrayal, focused on three main issues. One, taking care of children behind the screen as a number of children act as well as participate in shows. The channels need to make sure that they are not only well fed but also shouldn’t miss schools.

Second, depiction of children, as some need to perform dangerous acts, dance on item songs etc which can hurt as well as impact their psyche. And lastly, as TV is the biggest medium of communication, channels need to think of what they should see and shouldn’t see on TV.

“Kids are hooked on to TV these days and some of the animation especially foreign one on kids’ channels receive a lot of complaints from parents. They feel that dubbing in Hindi is not done well for cartoons like Doraemon and it can negatively impact children,” explains the official.

The interactive session gave a room for the channels to put forth their point of view in front of the BCCC as they all agreed upon the fact that since the Council’s formation in 2011, there has been a drastic change in the content on television which is a very positive move.

“The broadcasters said that they are aware of dos and don’ts as they want to work in children’s best interest,” says the official.

With the session done, the focus of the BCCC will go back to the complaints received and to pen down the action needed to be taken to make television more suitable for all age groups.

December 17, 2014
Chrome Data: Sports, the lone gainer in week 32

MUMBAI: Following the previous week’s trend, week 32 of Chrome Data Analytics and Media too saw only one gainer when it comes to opportunity to see (OTS).

Sports across India jumped 2.6 per cent. Ten Sports in the category garnered 75.4 per cent OTS.

The eight metros saw a huge fall when it came to English Entertainment and English Movies. English Entertainment genre fell 6.4 per cent closely followed by English Movies with 6.3 per cent. Star World with 65.9 per cent OTS and Movies Now with 73.6 per cent OTS topped their respective genres.

Kids channels across India fell by 2.9 per cent. Cartoon Network with 78.7 per cent OTS topped the genre.

English News in the eight metros dropped by 2.6 per cent with Times Now as the reigning channel in the genre with 87.2 per cent.

August 11, 2014
Cartoon Network gets ready for exam season

MUMBAI: Cartoon Network is all set to help kids face the exam fever. The channel has lined up all its superheroes and cartoons to help kids relieve stress and exhaustion. Throughout March kids will be treated to fun contests, new movies and entertaining stunts.

Student and superhero Kris, from Roll No. 21, will bring loads of prizes to keep kids entertained during weekdays. Kris will be dishing out easy exam tips, presented by Kokuyo Camlin, to help his fellow classmates keep a level and calm head during stressful situations. Kids can get a refreshing dose of adventure, fantasy and laughter with Roll No. 21 movies from 24-27 March at 1:00 pm. The segment coined as the ‘Thanda Dimaag’ contest will run every Monday to Thursday at 1:00 pm throughout the month and will allow kids to win cool prizes like iPads, School Bags, Stationary Kits, etc.

Henry is no stranger to exam tension and so his tantrums are not only loud but also ridiculously hilarious. So with the exam fever kids will be served an entertaining special called Horrid Henry: I Hate Exams on Saturday, 15 March at 12:00 pm.

With Holi set to come bang in the middle of the exam season, the new movie My Name Is Raj 4 – Vizukama Ki Takkar is scheduled to premiere on 17 March at 12:00 pm, to add colour and give respite to children. Other movies premiering during the month include Bhootraja and Ronnie 2 on 8 March at 12:00 pm and Arnab aur Jadui Locket on 22 March at 12:00 pm.

Cartoon Network looks all set to ease the tension around exam season with a great offering of new shows and movies.

March 4, 2014
O&M colours the town blue with Center Fruit

MUMBAI: Perfetti Van Melle India (PVMI) has launched a new interesting product ‘Colour Your Tongue’ under its flagship chewing gum brand Center Fruit.

The product’s unique proposition is that it turns the tongue blue when chewed, aptly portrayed in the new television commercial. The campaign has been created by Ogilvy & Mather is currently on air across Kids channels and select GECs.

Commenting on the launch, Perfetti Van Melle India category head – gums Mandar Keskar said, “We, at Perfetti, believe in doing something distinctive with every new launch. Center Fruit ‘Colour Your Tongue’ is meant for all those with a taste for some fun! It is not only a completely new flavour offering but also provides an exciting experience of turning the tongue blue when chewed. A sure shot delight, especially for our younger consumers.”

In the latest commercial for Colour Your Tongue, product positioning has been incorporated in a smart and witty manner and has added a new colour to it.
“Colour Your Tongue is a very interesting product. We wanted to demonstrate the fact that it turns your tongue blue in an equally interesting way” says Ogilvy & Mather, Mumbai group creative director Anurag Agnithotri.

Launched in 2006, Center Fruit is country’s first fruit-flavored, liquid-filled gum and comes in a variety of flavors.

October 8, 2013
Now Steve Marcopoto to go from Turner International APac

MUMBAI: Management change are continuing at Turner International Asia Pacific as the Time Warner company tries to stay relevant and fit in the slowing and strongly localising Asia-Pacific region. After a massive bunch of layoffs earlier this year, Turner made another announcement which some are coining as the end of an era. It announced that the man who steered its fortunes just a few years after the broadcasting skies opened up in Asia will be stepping down. We are talking about Turner International president and managing director Steve Marcopoto, who has decided not to continue with his charge when his contract expires in December. Steve will, however, continue to work with Turner in a consultative capacity as a senior advisor to Turner International President Gerhard Zeiler.

Turner announced that a successor will be announced in due course.

Says Zeller: “I thank Steve for his outstanding achievements in his 15 years with Turner Broadcasting. Steve has guided Turner Asia Pacific through a period of rapid change. Under his exceptional leadership Turner went from broadcasting two networks in the region to 36 channels today along with a vast variety of digital and off-channel commerce activities. In an increasingly competitive environment, he has maintained our leadership position in news and kids channels, forged entry into new territories and built great partnerships.”

Adds Steve Marcopoto in a release issued by Turner: “Turner is poised for a great run and now is the best moment for the company to put a fresh set of hands in charge. I am very proud of the growth of our business while I’ve had the privilege of holding this role. I want to deeply thank each member on the team that has made all this happen while maintaining a high-spirited culture of collaboration, innovation and optimism. It feels right to initiate the handover now as I complete 15 years in this job, and I intend to hand over Turner Asia Pacific to my successor in an optimal state.”

Since taking the helm as president and managing director in 1998, Steve Marcopoto has overseen the growth of the business in Asia Pacific from the first linear, pan-regional TV channel to a multimedia, multi-language, multi-territory enterprise creating award-winning programmes. Under his leadership, Turner broadcasts 36 channels in 11 languages in 40 countries throughout the Asia Pacific region. This includes CNN, Cartoon Network, Boomerang, Pogo, TCM Turner Classic Movies, Tabi Channel, MondoTV, WB, QTV and truTV.

August 6, 2013

Kids channels travel the extra mile in 2009

Kids channels ran the extra mile in 2009, expanding the genre by 7.9 per cent as they localised and became more interactive with their target group consumers.

The 5.8 per cent share of the overall TV viewership pie was led by a 13 per cent growth in the Hindi speaking market (HSM) as the tiny-tots migrated from other genre channels. This despite various property launches among Hindi general entertainment channels (GECs), reality shows and the Indian Premier League (IPL).

Kids Genre Share %
	2008	2009	% Growth
All India	5.4	5.8	7.98
HSM	5.7	6.5	13.35
Source: TAM, C&S 4-14

Admits Nick India SVP and GM Nina Elavia Jaipuria, “During the year, kids moved away from news, sports, cable and music. This is because within such categories, kids have mostly acted as passive viewers. Kids always prefer to be active audiences, thereby desiring for tailor-made content that suit their viewing tastes.”

Agrees Turner International India VP and deputy general manager entertainment networks – South Asia Monica Tata: “Changes in genre consumption amongst kids and family audiences, who preferred a bit more of news and regional entertainment, combined with single TV phenomenon has led to this blip in 2009 kids genre shares.”

The HSM market also saw a boost in its 2009 viewership as the target group was provided with more choices due to increased competition. Last April, Viacom18‘s Nick edged out market leader Cartoon Network to become the most-watched kids channel across the HSM. Later, Hungama TV from the Disney stable also occupied the number one spot during various weeks, thereby offering kids with more selection penchants.

So what led to such fluctuations in the HSM space?

Says Jaipuria, “2009 brought in more food to the audiences and with consumers acting as the clear kings, broadcasters became more innovative and stepped outside the television sets. Competition rose high, and content was infused with various spikes and reactive strategies to pull in more audience stickiness. This led to quite a few fluctuations in the top slot.”

Within the all-India and HSM category, again, there are a few transitions. While Cartoon Network continues to hold the fort in the all-India segment, the channel has seen a three per cent dip over the previous year to end 2009 with a 24 per cent market share.

Sibling channel Pogo too has managed to retain the number two slot in the space. The channel has seen a rise in its market share from 20.34 per cent in 2008 to 22.23 per cent in 2009.

Kids Genre Share % All-India
Channel	2008	2009
Cartoon Network	27.53	24.10
Pogo	20.34	22.23
Nick	15.56	19.29
Hungama	19.06	17.61
(Disney XD) Jetix	10.79	9.10
Disney Channel	6.697	7.25
Spacetoon Kids TV	0	0.42
Source: TAM, C&S 4-14, All India

Says Tata, “2009 sealed another year of supremacy for Cartoon Network and Pogo as the clear kids‘ favourite channels across India with a combined market share of 44.1 per cent.”

The HSM leadership slice, however, has a new story to narrate as with the year ending, the segment has seen a rise of a new leader in Nick. Dethroning market leader Cartoon Network from the top, the Viacom18 channel has emerged as the No 1 channel in the HSM space.

The channel has closed the year with a 23 per cent market share, one point above the new second in command, Cartoon Network.

Kids Genre Share % HSM
Channel	2008	2009
Nick	20.18	23.01
Cartoon Network	24.33	22.08
Pogo	17.95	21.33
Hungama	25.03	20.98
Disney Channel	8.15	8.17
(Disney XD) Jetix	4.33	3.91
Spacetoon Kids TV	0	0.53
Source: TAM, C&S 4-14, HSM

Says Jaipuria, “The Nicktoon-characters have helped Nick establish space and engagement with the kids leading to an increase in the stickiness of the channel.”

Also, the channel has managed to take viewers beyond television, thus making it more tangible. “And I think we did that very successfully with our experimental 360 degree marketing philosophy – we wanted to be in every place where children are,” she adds.

Meanwhile, when combined, Cartoon Network and Pogo are still placed at the top and enjoy an increased combined relative share of 43 per cent in 2009 (compared with 42 per cent in 2008) in HSM, says Tata.

South Story
And now, as far as trekking the southward street is concerned, the journey was a little more rutted as the genre de-grew by 10 per cent. As per Tam, the segment that had grabbed a 4.02 per cent of the overall kids‘ pie in 2008 fell to capture a 3.6 per cent of the slice in 2009.

Kids Genre Share %
	2008	2009	% Growth
South	4.02	3.6	-10.447
Source: TAM, C&S 4-14

Says Tata, “South India also has very unique viewing dynamics in terms of consumption of TV genres compared with the rest of India, with each of the four states having distinct consumer preferences and habits.”

Elaborating further, Jaipuria explains that southern viewers prefer general entertainment channels more than any other category as they cater to kids and family through regional characters and localised products.

Meanwhile, CN indisputably continues to rule the region exhibiting its leadership crown. Placing itself at the second spot, however, is not CN‘s sibling channel Pogo, the second in command in the all-India market, but Disney‘s XD channel that is fed on action adventure content and targeted at only boys between the age-group of 6-10.

Kids Genre Share % South
Channel	2008	2009
Cartoon Network	30.30	26.13
Disney XD (Jetix)	23.13	24.10
Pogo	22.28	20.91
Chutti TV	16.12	19.05
Nick	2.85	3.59
Hungama	2.84	3.28
Disney Channel	2.43	2.94
Spacetoon Kids TV	0	0
Source: TAM, C&S 4-14, South

Says Tata, “Despite challenges, Cartoon Network continued its leadership and sustained its number one position with the highest market share in 2009.”

Advertising potential

As the year hit straight into slowdown, kids broadcasters faced an ad slump. As a result, initially kids channels were stressed to move to quarterly deals with big advertisers, slash ad rates and see brands walk out. However, things began to improve from the second half of the year wherein the category grew by almost 20 per cent over 2008.

Says Jaipuria, “In 2008, the ad revenue size of the all-India kids sector accounted for about Rs 1.5 billion. And despite recession, the size has grown by about 20 per cent to end the year at about Rs 1.7-1.8 billion.”

Apart from traditional advertisers, broadcasters state that a lot of non-traditional advertisers across sectors like FMCG, investment banks and durable products are also eyeing the kids space. The rationale behind this, they feel, is an increase in the co-viewing pattern and also the mere pester power of kids who have the ability today to influence parent‘s decisions.

According to marketers, almost 30 per cent advertisers reach out to the adult audience (that is 15+). These include companies such as Procter & Gamble, Eureka Forbes, Samsung, Honda Jazz, Gillette, Titan, Aegon Religare Life Insurance, LIC India, Godrej Sara Lee, Sun Direct TV, Tata-Sky, Reliance Big TV, Johnson & Johnson, Colgate Palmolive, Hindustan Unilevers, Reckitt Benckiser, SC Johnson, Marico, Vodafone, Bharti Airtel, LG Electronics, Voltas, Whirlpool, Hitachi, Tata Tea and L‘Oreal.

And thus, CN is looking at upping its non-traditional clientele in the New Year.

Says Tata, “We expect great growth from non traditional clients as over 30 per cent of advertisers on Cartoon Network are non-traditional advertisers, strongly reiterating that animation cuts across age-groups and compelling content has legs that travel across.”

Welcome 2010

As localisation almost became a mantra for kids broadcasters in 2009 to drive viewership range, the year witnessed the increase of home grown content. Kids channels plan to remain aggressive in creating more localised products to improve viewership as a whole.

Says Tata, “Today, there is a marked increase and recognition within the industry on the merit and need for localised content. Cartoon Network and Pogo have led the way in both home grown animations as well as live action shows with Pogo‘s Original Productions. As we see it, 2010 will have a stronger focus on localisation with more increased local collaborations.”

The year also intends to call for a further exploration of different programming as kids already consume a wide cross section of genres that include action, comedy, drama, movies and game shows. “2010 will see exploration within these genres mining different proportions,” says Tata.

Meanwhile, kids channels believe that digital media will play a key role during the year and fast become a key growth avenue for broadcasters.

Says Tata, “The real and virtual world divides are getting blurred as is evident from Cartoon Network‘s patented research study on kids‘ lifestyle, New Generations 2009. 49 per cent of the kids aged 7-14 years have used a computer in the past one month, and 15 per cent of all kids 7-14 who surfed the internet in the past one month, two-thirds are at least weekly users. In 2008, it was 10 per cent.”

Challenge ahead….

Currently, kids broadcasters populate about seven per cent of the total television viewership region but in terms of ad revenues, it is just 2 per cent of the total television ad pie.

Thus, the challenge ahead will continue to be to get rid of the baggage that the space has been carrying over the years where advertisers are used to paying to the GECs.

Meanwhile, for kids channels gearing up for more action down South this year, the braving of the swords will be even more.

Disney, which already has two of its channels (Disney XD and Disney Channel) talking in Tamil and Telugu, recently localised Hungama TV in these two markets. And now Nick, the only kids channel to stay out of this play zone, is also readying for a launch in the southern market later in the year.

Says Jaipuria, “South is an extremely challenging zone. This is because in this region, kids are used to watching general entertainment channels in their local language which exhibit regional relevance. Therefore, just syndicating HSM product and dubbing will not help in creating channel stickiness. It will be an extremely challenging task to dub and make relevant content.”

It is pertinent to note here that kids broadcasters are being propelled to speak in the southern language because South India comprises a substantial viewing of the all India universe. In 2010 (first 2 weeks only, Tam‘s expanded Universe estimation), South comprised 27 per cent of All India kids Universe (42.7 million Kids All India).

“Thus, by the sheer size of the market, there is immense scope of expansion for revenue and viewership,” says Tata.

Elaborating on this, Madison Media Group CEO Punitha Arumugam notes that treading the South zone will help kids channels not just garner national but also attract regional revenues.

“The entry of new players in the South zone will actually help the genre to grow with each grabbing a share of its own pie. However, the share of revenues will not grow much but, instead, only get dispersed,” she opines.

February 13, 2010

Kids channels gain viewership; Nick cracks HSM

Surely the biggies of the Hindi general entertainment space have been channelising their efforts to attract the kids segment. If Colors has been trying to capture the small pops through its top-rated shows Balika Vadhu and Uttaran, Zee TV is gearing up to use this arsenal in its new property Aap Ki Antara.

But has this effort anyhow eaten into the viewership pie of the discerning bunch of little champs, the kids‘ channels as a category? Not really!!! If 2008 saw the kids genre close at a 13.78 per cent share (period Jan-May 2008, All India C&S 4-14), the same period in 2009 (period Jan-May 2009, All India C&S 4-14) saw the genre grow by 1.08 per cent.

Kids Genre Share % in 2009
Month	ALL INDIA 09
Jan	13.9
Feb	13.6
Mar	14.5
Apr	15.6
May	16.6
Source: TAM, C&S 4-14, All India

Within the category, again, there are a few transitions. While Cartoon Network still continues to hold the fort, the channel has seen a slight dip of 0.4 per cent in its market share for the period between January to May in 2009 as compared to the same period last year.

Sibling channel Pogo too has surely managed to remain number two in the space. The channel has also seen a rise in its market share from 20 per cent in 2008 to 22.8 per cent in 2009.

All India Market
Channel	Jan	Feb	Mar	Apr	May
Cartoon Network	29	26	27	24	23
Pogo	23	24	24	22	21
Nick	17	16	15	21	20
Hungama	14	15	17	14	18
Jetix	10	11	10	9	9
Disney	7	7	7	9	8
Spacetoon Kids TV	0	0	0	0	0
Source: TAM, C&S 4-14, All India

HSM Story

Nevertheless, when it comes to slicing the market further to concentrate on the HSM space, the view is visibly different and new. While CN has seen a slight dip here too for the same period over last (Jan – May 2008), it has been ousted for the first time ever by new market leader Nick for the last two consecutive months. Nick has also seen a 4.4 per cent upward swing in its market share, compared to 2008.

So what helped Nick emerge as the number one kids channel in the Hindi speaking market?

“There are a couple of factors that helped us attain this position. First, the Nicktoons – characters that have helped Nick establish space and engagement with the kids leading to an increase in the stickiness of the channel,” says Nick India SVP and GM Nina Elavia Jaipuria.

“Second, we have managed to take Nick beyond television, thus making it more tangible. And I think we did that very successfully with our experimental 360 degree marketing philosophy – we wanted to be in every place where children are,” she adds.

In 2009, CN, however, continues to remain above Nick at 23.4 per cent (Jan – May 2009). Pogo hasm meanwhile, climbed 4.6 per cent up over last year to garner 22 per cent market share.

HSM Market
Channel	Jan	Feb	Mar	Apr	May
Nick	22	20	18	25	25
Hungama	17	19	21	17	22
Cartoon Network	27	25	25	21	20
Pogo	22	24	24	21	19
Disney	8	8	8	10	10
Jetix	4	4	4	5	5
Spacetoon Kids TV	0	0	0	0	0
Source: TAM, C&S 4-14, All India

While there is definitely a Cartoon Network vs Nick tale here, there seems to be a new contender creeping up the ladder to challenge the old bee.

Latest Tam data shows that Hungama TV, the kids channel for 4-14-year-olds which saw a 8.8 per cent fall in its market share over last, has relocated to the number two spot to push CN down the ladder for the month of May, 2009.

Recently, as part of its revamping strategy, the channel had introduced three new bands during summer and infused new shows into the bands. And its quite evident that the channel shored up its ratings post the change.

The channel had acquired two live action shows, Hatim from Star and Dharam Veer from NDTV Imagine to put them under the action band, Dum Powder. The Trouble Soda band features shows such as Doraemon and Ninjaboy Rantaro while Fun Gas showcases Shinchan and Asari Chan.

Disney channel, meanwhile, has also exhibited an upward growth in its market share.

Well, indications are on that while competition is really getting fierce, competitors are also putting their acts together to displace the winning feather from CN‘s hat.

So, does CN foresee any collision ahead?

Says Turner International India vice president and deputy general manager – entertainment networks, South Asia Monica Tata, “Cartoon Network and Pogo‘s relative shares in HSM have grown this January-May 2009 to 45 per cent from 41 per cent in the same period in 2008. These numbers are also a reflection of Turner‘s long term vision and strategy for India that has paid rich dividends making Cartoon Network and Pogo the most viewed and loved brands amongst kids in India. Not only kids, but parents too give the highest endorsement to these two networks as their choice for kids (per New Generations 2008).”

“Besides, we also enjoy the lion‘s share of the advertising pie. Increased competition has not outstayed us from our leadership position in the last 13 years and that‘s a merit/result of our focus on the long-term rather than short-term measures and gains and a proof that we know and service our consumers best amongst all,” Tata adds.

South Story

Treading the Southern path, CN indisputably continues to rule the region exhibiting its leadership crown. Placing itself at the second spot, however, is not CN‘s sibling channel Pogo, the second in command in the All India market, but Disney‘s Jetix that is fed on action adventure content and targeted at only boys between the age-group of 6-10.

“Of the two global channels (read Disney and Jetix), Jetix is a more defined channel. We have made it available in four languages – English, Hindi, Tamil and Telugu,” said Walt Disney Television International (India) senior vice president and managing director Antoine Villeneuve earlier in an interview with Indiantelevision.com.

South Market
Channel	Jan	Feb	Mar	Apr	May
Cartoon Network	36	32	35	34	32
Jetix	27	32	30	26	30
Pogo	26	26	25	27	26
Nikelodeon	3	4	4	5	5
Disney	4	3	4	4	3
Hungama	3	3	3	3	3
Spacetoon Kidss TV	0	0	0	0	0
Source: TAM, C&S 4-14, All India

Advertising and the kids‘ genre

Advertising growth came under pressure amid recession and clients and advertisers became cautious about their ad spend. As a result kids channels were stressed to move to quarterly deals with big advertisers, slash their ad rates and see some brands do a walk out. Yet, in spite of all, the category saw its ad volume grow by 36.87 per cent for the period from January to May 2009 over the same period last year.

Period	Jan-May 08	Jan-May 09
AD Volumes (Secs ‘000s)	7726	10575
Source: TAM

So does this increase indicate that existing advertisers had increased their spots across the kids channels while channels were unable to attracting new advertisers during the recessionary period?

“Not really. Television is the cheapest medium to reach out to the masses. For every other medium, there is an extra amount to be paid. Manufacturers understand this and they have also recognised our growth. And, thus, even during recession we have doubled our rates,” says Nick‘s Nina Elavia Jaipuria.

While Nick claims that despite challenging times the channel quadrupled its sales revenue as advertisers found value in what they offered, Cartoon Network was on course to achieve its yearly targets.

“We‘ve added more value for the advertisers with innovative and customised solutions. For example, ‘The Winning Secret‘ a contest specially created to build Boost‘s association as the energy partner for the Rajasthan Royals that received over 84000 entries! And, ‘Morning Shines‘, a customised pre-school programming block specially packaged for Johnsons Baby Top-to-Toe Wash,” says Tata.

Apart from traditional advertisers, broadcasters state that a lot of non-traditional advertisers across sectors like FMCG, investment banks and durable products are also eyeing this space. The rationale behind this, they feel, are an increase in the co-viewing pattern and also the mere pester power of kids who have the ability today to influence parent‘s decisions.

“In order to spend time with their kids, parents end up spending a lot of time on the kids channels. Also, animation as a category is today appealing to adults. Thus, a lot of co-viewing is taking place,” explains Jaipuria.

Cartoon Network, meanwhile, claims that over 30 per cent of the channel‘s advertisers reach out to its secondary audience (that is 15+) such as Procter & Gamble, Gillette, Johnson & Johnson, Colgate Palmolive, Hindustan Unilevers, Reckitt Benckiser, SC Johnson, Marico, Vodafone, Bharti Airtel, BSNL, LG Electronics, Voltas, Whirlpool, Hitachi, Tata Tea and L‘Oreal, amongst others.

Says Tata, “We have a robust portfolio of clients comprising both traditional and non-traditional kids‘ marketers with over 165 clients between Cartoon Network and Pogo. We are confident of further upping our non-traditional clientele, as 47 per cent of all viewership for the channels comes from CS 15+ audiences.”

Broadcasters feel that the main factors that have led to the growth of the genre are localisation of content, co-viewing pattern, pester power of kids and taking the medium beyond the television space through licensing and merchandising, on-ground activities, constant promotions, polls, votes and contests.

Local content adds a lot of local flavour to the content and therefore helps in increasing the channels‘ stickiness. CN believes that the 20 Indian animation shows/features playing on the channel have worked well for the channel. And its 2009 plan, therefore, is to expand on Indian animation content. For Pogo too the focal point will be to expand its original production.

Similarly, while Disney has managed to establish its brand connect with audiences through its franchises, the ratings have been coming in from locally acquired live action content.

“There has been an effect on ratings, but when it comes to a brand connect with the kids it is with our franchise properties. The best example of this is Hanna Montana. Our endeavour is to build a localised experience through Hanna Montana and our other properties,” says Villeneuve.

All said and done, industry believes that even though the category‘s viewership continues to grow, even today it remains hugely under indexed. “As a result, in spite of contributing 7 per cent to the total television viewership, it commands only two per cent of the entire television ad revenue pie. This is because of the baggage that the space has been carrying over the years where advertisers are used to paying to the GECs,” avers Jaipuria.

June 9, 2009

Kids channels fight to protect turf, Cartoon Network rules South

Kids TV is poised for expansion in India with Reliance ADAG‘s Big Broadcasting set to debut this fiscal.

Anticipating an increase in competition, the existing broadcasters in the kids‘ segment – Disney, Turner and Viacom 18 – have left no stone unturned to woo their loyal audiences.

Indiantelevision.com takes a look at what kept the kids channels busy in the first half of 2008.

With six players fighting it out, there has been no major change in the ratings ladder. Hungama continues to lead in the Hindi speaking markets (HSM) while Cartoon Network stays second, according to Tam data (C&S 4-14 years).

The southern region, however, has seen a change with Cartoon Network ousting Chutti TV to take the leadership slot.

HUNGAMA CONTINUES TO RULE

Hungama TV leads the pack with an average channel share of 28 per cent. This is followed by Cartoon Network, capturing a 23.3 share.

Channel	Jan	Feb	Mar	Apr	May	Jun
Hungama TV	25	29	29	30	27	28
Cartoon Network	25	27	23	20	24	21
Nickelodeon	19	17	17	17	19	21
Pogo	17	14	18	19	18	19
Disney Channel	9	8	8	9	7	7
Jetix	6	6	5	4	5	4
Source: TAM Peoplemeter System Mkt: HSM TG: CS 4-14 YRS Period: 1st Jan to 30th June ‘08

Hungama TV has held on to its leadership status with the help of its ‘mad positioning‘ and ‘fun programming‘. The channel did not change its popular content much and mixed it with innovative ideas such as a search for ‘Sabse Bada Pyjama‘, to engage children.

Doraemon and Shin Chan remained popular programmes on Hungama TV. During the on ground activation to promote the search of ‘Sabse Bada Pyjama‘, the two favourite characters toured the key cities across India to urge participation from kids.

Cartoon Network, the oldest channel in the genre, maintained its second position. It displayed an impressive lineup of movies as a part its summer programming, but its channel share dipped in April and June (See table).

Pogo, the sister channel from Turner, has seen a dip in February. However, it recovered quickly and ended the first six months of the year with an average channel share of 17.5 per cent.

“In the summer period (mid-April to mid-June), Cartoon Network and Pogo‘s combined shares grew by 14 per cent (from 6 to 6.9 in absolute terms),” says Turner International India vice president and entertainment networks South Asia deputy general manager Monica Tata.

Turner has long gone the localisation route and tied up with local production houses to churn out Indian shows like CIA, MAD, Sunaina and movies on weekend. It has also acquired a bunch of local Indian animated movies to air on both its channels. The titles include Harry Potter and the Goblet of Fire, Gulliver‘s Travels and action-packed Trouble in Tokyo, as well as Ninja Turtles III and Bal Ganesh.

“As far as ratings are concerned, we have always played fair and looked at long-term ratings rather than just a few weeks. Therefore, if you look at our overall performance through the year, it has been positive and we have been number one and number two channels right from January-June 2008, all India, all SECs, 4-14. Cartoon Network and Pogo‘s combined shares in 1 Jan 1 – 30 Jun 2008 stood at 43 per cent in All India;41 per cent in HSM and 48 per cent in South India,” explains Tata.

Nick, which has grown consistently since the last one year, has settled with the third spot. The channel‘s average share in the HSM is 18.3 per cent, benefitting from its “Indianised” marketing initiatives.

“Our shows are extremely filtered and suitable for kids and family watching. Children can connect to the characters readily. Importantly, we carry out monthly initiatives. Even during exams we had ‘Exam Popat‘ which has kept the TG engaged to our channel,” says Nick India VP and GM Nina Elavia Jaipuria.

‘Kaun Banega Valentoon‘, ‘April Fool is School‘, ‘Mother‘s day‘, ‘Masti Ki Pathshala‘ and ‘Nick Fundoo Superstar with Mandira Bedi and Saroj Khan‘ are some of the initiatives that Nick undertook in these six months.

Movies like Stuart Little and Dinotopia augmented the growth.

Kids viewing seems to have been marginally affected during the period when the IPL (Indian Premier League) matches were being telecast live. “IPL must have affected us marginally but not as much as the examinations have done,” says Jaipuria.

Voicing similar sentiments, Tata says, “Cartoon Network and Pogo witnessed a 10 per cent growth during the IPL.”

The next two players in the performance chart are Disney and Jetix. While the former stands at an average channel share of 8 per cent, the later has managed a share of 5 per cent.

CATOON NETWORK BECOMES NUMBER ONE IN SOUTH

The story in the Southern market, however, looks drastically different from what it was in 2007.

Channel	Jan	Feb	Mar	Apr	May	Jun
Cartoon Network	23	27	26	23	30	32
Jetix	26	26	24	26	24	25
Pogo	20	20	22	24	22	22
Chutti TV	25	20	21	18	17	13
Nickelodeon	3	3	2	3	2	3
Hungama TV	2	3	3	3	3	3
Disney Channel	2	2	2	3	2	2
Source: TAM Peoplemeter System Mkt: South Mkt TG: CS 4-14 YRS Period: 1st Jan to 30th June ‘08

Chutti TV has dropped its share every month, ending with an average of 19 per cent in the first half of this year, down from 25.83 per cent in the year-ago period.

Surpassing everyone, Cartoon Network has gone ahead to claim the numero uno position with an average channel share of 26.84 per cent.

In the critical southern market, language plays an important role. Local feed of the channel in Tamil and Telugu has helped Cartoon Network to grow phenomenally.

“We are specifically catering to the southern markets with Tamil and Telugu language feeds and the active viewing day-part of Cartoon Network is already available in these two languages, apart from English in the other two Southern states. This has helped us build strong bonds with kids in South India and provides us with an opportunity to showcase their favourite programming in their preferred language,” explains Tata.

Cartoon Network‘s sister channel Pogo has also remained consistent throughout these xmonths. Its average market share stands at 21.6 per cent.

“Of the top 100 transmissions for the first half of the year 2008, 73 have been from Cartoon Network and 4 from Pogo. Our top shows and characters include Tom & Jerry Cat and Mouse Full House, Ben 10 and from POGO the movie Krrish, Chhota Bheem and Mr Bean,” says Tata.

Chutti TV, which ruled the market ever since its launch in April 2007, has declined to the fourth spot.

Explains Chutti TV business head Kavitha Zubin, “We are still experimenting with shows. We will soon secure our position in the top slot.”

The channel is banking on shows like Gloria‘s House, Me and Mow. It has also acquired movie titles from Southern Star, Sony Pictures which will be aired soon.

“None of our shows are action-based. They are all educational and apt for family viewing. We have a variety of shows like puppets, 2D, 3D and clay cartoons and these are all educational and for family viewing,” says Zubin.

Meanwhile Jetix, the action channel from Disney, has stayed consistent throughout the six-month period with an average channel share of 25.1 per cent.

The channel, which also runs its feed in Telugu and Tamil, remained unmoved from the second spot.

Perhaps, language disconnect is the reason why Nick, Disney Channel and Hungama TV feature in the bottom three.

“We definitely have plans for the southern market but we first want to consolidate our position in HSM,” says Jaipuria.

August 16, 2008

Kids’ channels line up hot fanfare as summer beckons

MUMBAI: Summer is just around the corner and no doubt kids’ channels have a lot of programming goodies up their sleeves. Movies, live action, animation, contests and much more… it’s all there on Cartoon Network, Pogo, Hungama TV, Disney Channel, Toon Disney and Nick.

What’s more… comedy seems to be the flavour for the holidays with Pogo, Hungama TV and Nick introducing special comedy shows for the summer.

Pogo started its summer special programming with Pogo Funny Side-Up, featuring new episodes of Takeshi’s Castle, voiced by some of the winners of the Great Indian Laughter Challenge show.

Pogo will also launch another new original, live-action production on Pogo following our two summer launches last year, M.A.D. and Bam! Bam! Bam!… Gir Pade Hum.

On the other hand, Cartoon Network will see the launch of more Indian animation shows and a network premiere of a Beyblade full length movie – Beyblade, The Movie: Fierce Battle in Cartoon Network Theatre.

Other highlights include, Beylade Marathon – 3…2…1 Hojaye Shuru, which will air every Sunday from 4 – 8 pm. Apart from that, Raja Hindustani – a special one hour block of Indian animation – began on the channel from 16 April and airs every Sunday at 11 am.

Also new episodes of Tom & Jerry Tales will be aired on Sundays at 10 am. The new series in the Toonami block include Pokemon: Advanced, Beyblade G Revolution and a new show called One Piece. Yet another new show in the Half Ticket Express block called Harry and His Bucket Full of Dinosaurs will also be aired in summer.

Turner International India Pvt. Ltd managing director Anshuman Misra said, “Summer is an important time for Cartoon Network and Pogo. We have some of the best programming mix lined up for Indian kids during these holiday months. New original productions, new family shows and blockbuster movies will mark their debut during the April – July period.”

Homegrown kids channel Hungama TV too has a robust summer lineup in store for kids. The channel has acquired a couple of Japanese animation shows.

In March, the channel already launched Dragon and FiFi & the Flower Tots in the pre-school band. The preschool band has now been renamed Toon Toon Toon.

The other two bands that the channel will introduce are the Toon Blast band and a two and a half hour comedy band called Ha Ha Ha Hungama.

The Toon Blast band will air new seasons of Yu-Gi-Oh! and Sonix X. In addition Hungama TV will launch the anime version of one of the most successful Japanese merchandise Amdriver, which has a futuristic storyline of a fight of good v/s evil. Yu-Gi-Oh! will air at 5 pm, Amdriver at 5.30 pm and Sonic X at 6 pm from Monday to Friday.

The Ha Ha Ha Hungama band will tickle the funny bone with a new show Kochikame at 2.30 pm from Monday to Friday. “This show is the longest running hilarious slapstick comedy in Japan about an inefficient cop who is good in his heart but otherwise is good for nothing,” informs Hungama TV COO Zarina Mehta.

Another show called Peep and the Big Wide World will also be launched in this band and will air at 3 pm from Monday to Friday. This is a series featuring three birds – a chicken called Peep, a robin called Chirp and a duck called Quack. The story revolves around close friends and their fun and exploration in their neighborhood. Apart from unique humor it also imbibes a positive attitude and inquiry skills that promise to provide inspirational programming for kids.

“We have always managed to get the best of content for our audience. The shows that are due to launch in April have truly delightful visual appeal offering kids a 360-degree entertainment parameter that will definitely make their vacation a roll-a- costar ride at home,” says Mehta.

And that’s not all… Hungama TV is also planning a large scale ground event to coincide with a big show launch. But the channel is keeping it tightly under wraps for now at least!

Coming to Disney Channel, one thing to look out for here is the Oscar-winning ‘fishy’ movie Finding Nemo. The channel will premier the movie in Hindi on 25 June. The film follows the comedic and eventful journeys of two fish – Marlin and his son Nemo. Disney Channel will go the whole hog to promote Finding Nemo including a watch-and-win contest around movie trivia, which will be aired during breaks. Viewers can send in their entries through SMS and IVRS to win cool Nemo merchandise.

Apart from that, the channel will also air the first Indian animation movie – Hanuman, to which it recently acquired the telecast rights for three years from Sahara One Media and Entertainment Ltd. Hanuman will launch in May on Disney Channel as an eight episode series and will be aired at 9 am on weekends.

What’s more, the channel will build a 360 degree multi media campaign around all new episodes of That’s So Raven!. On 15 April, Hatim – the saga of a strong and courageous Prince of Yemen will launch on Disney Channel at 6 pm on weekdays.

Apart from that, the preschool content destination, Playhouse Disney is being further strengthened with the launch of Mickey Mouse Club House. The show will launch on 6 May at 8.30 am on weekends.

The Walt Disney Television International (India) director programming and production Nachiket Pantvaidya says, “This summer we have an exciting line-up of content for kids. We believe in showcasing a mix of the best local kid’s content and the best international content from the Disney stable. Hits like Hanuman, Finding Nemo and That’s So Raven will draw older kids to Disney Channel.”

Live action, preschool programming and comedy will rule the roost on Nick. The first in line is a live action comedy show called Drake & Josh. The show revolves around a pair of diametrically opposite step-brothers and will premiere as part of an April Fool’s Day stunt on 1 April.

Another new show Avatar will be launched in May. This new animated show is about a 12 year old boy who is master of all four elements and must stop the ruthless Fire Nation from conquering the world.

Nick has also acquired a couple of preschool shows called Peppa Pig and Dougie in Disguise, which will also launch in May. While Peppa Pig revolves around a family of pigs, the Spanish acquisition Dougie in Disguise is about an ordinary kid who plays with sticker albums that come to life through his imagination. Apart from these, Nick has also lined up another new preschool show in June.

“Summer vacations will be huge on Nick with an enormous programming bonanza rolling out. Starting 1 April, we’re premiering a show called Drake & Josh, which is a live action comedy and also showing a Nick Dhoom double bill on weekends featuring a whole hour of top shows,” says Nick India vice president and general manager Hema Govindan.

Speaking on the preschool shows Govindan adds, “Preschool is doing very well and becoming a focus for us so we’re expanding our Nick Jr. preschool block. We’re also doing Monday Marathons of hit shows like Kenan & Kel and SpongeBob SquarePants, which means eight hours at a stretch of these shows.”

March 29, 2006
Kids’ channels line up hot fanfare as summer beckons

MUMBAI: Summer is just around the corner and no doubt kids’ channels have a lot of programming goodies up their sleeves. Movies, live action, animation, contests and much more… it’s all there on Cartoon Network, Pogo, Hungama TV, Disney Channel, Toon Disney and Nick.

What’s more… comedy seems to be the flavour for the holidays with Pogo, Hungama TV and Nick introducing special comedy shows for the summer.

Pogo started its summer special programming with Pogo Funny Side-Up, featuring new episodes of Takeshi’s Castle, voiced by some of the winners of the Great Indian Laughter Challenge show.

Pogo will also launch another new original, live-action production on Pogo following our two summer launches last year, M.A.D. and Bam! Bam! Bam!… Gir Pade Hum.

On the other hand, Cartoon Network will see the launch of more Indian animation shows and a network premiere of a Beyblade full length movie – Beyblade, The Movie: Fierce Battle in Cartoon Network Theatre.

Other highlights include, Beylade Marathon – 3…2…1 Hojaye Shuru, which will air every Sunday from 4 – 8 pm. Apart from that, Raja Hindustani – a special one hour block of Indian animation – began on the channel from 16 April and airs every Sunday at 11 am.

Also new episodes of Tom & Jerry Tales will be aired on Sundays at 10 am. The new series in the Toonami block include Pokemon: Advanced, Beyblade G Revolution and a new show called One Piece. Yet another new show in the Half Ticket Express block called Harry and His Bucket Full of Dinosaurs will also be aired in summer.

Turner International India Pvt. Ltd managing director Anshuman Misra said, “Summer is an important time for Cartoon Network and Pogo. We have some of the best programming mix lined up for Indian kids during these holiday months. New original productions, new family shows and blockbuster movies will mark their debut during the April – July period.”

Homegrown kids channel Hungama TV too has a robust summer lineup in store for kids. The channel has acquired a couple of Japanese animation shows.

In March, the channel already launched Dragon and FiFi & the Flower Tots in the pre-school band. The preschool band has now been renamed Toon Toon Toon.

The other two bands that the channel will introduce are the Toon Blast band and a two and a half hour comedy band called Ha Ha Ha Hungama.

The Toon Blast band will air new seasons of Yu-Gi-Oh! and Sonix X. In addition Hungama TV will launch the anime version of one of the most successful Japanese merchandise Amdriver, which has a futuristic storyline of a fight of good v/s evil. Yu-Gi-Oh! will air at 5 pm, Amdriver at 5.30 pm and Sonic X at 6 pm from Monday to Friday.

The Ha Ha Ha Hungama band will tickle the funny bone with a new show Kochikame at 2.30 pm from Monday to Friday. “This show is the longest running hilarious slapstick comedy in Japan about an inefficient cop who is good in his heart but otherwise is good for nothing,” informs Hungama TV COO Zarina Mehta.

Another show called Peep and the Big Wide World will also be launched in this band and will air at 3 pm from Monday to Friday. This is a series featuring three birds – a chicken called Peep, a robin called Chirp and a duck called Quack. The story revolves around close friends and their fun and exploration in their neighborhood. Apart from unique humor it also imbibes a positive attitude and inquiry skills that promise to provide inspirational programming for kids.

“We have always managed to get the best of content for our audience. The shows that are due to launch in April have truly delightful visual appeal offering kids a 360-degree entertainment parameter that will definitely make their vacation a roll-a- costar ride at home,” says Mehta.

And that’s not all… Hungama TV is also planning a large scale ground event to coincide with a big show launch. But the channel is keeping it tightly under wraps for now at least!

Coming to Disney Channel, one thing to look out for here is the Oscar-winning ‘fishy’ movie Finding Nemo. The channel will premier the movie in Hindi on 25 June. The film follows the comedic and eventful journeys of two fish – Marlin and his son Nemo. Disney Channel will go the whole hog to promote Finding Nemo including a watch-and-win contest around movie trivia, which will be aired during breaks. Viewers can send in their entries through SMS and IVRS to win cool Nemo merchandise.

Apart from that, the channel will also air the first Indian animation movie – Hanuman, to which it recently acquired the telecast rights for three years from Sahara One Media and Entertainment Ltd. Hanuman will launch in May on Disney Channel as an eight episode series and will be aired at 9 am on weekends.

What’s more, the channel will build a 360 degree multi media campaign around all new episodes of That’s So Raven!. On 15 April, Hatim – the saga of a strong and courageous Prince of Yemen will launch on Disney Channel at 6 pm on weekdays.

Apart from that, the preschool content destination, Playhouse Disney is being further strengthened with the launch of Mickey Mouse Club House. The show will launch on 6 May at 8.30 am on weekends.

The Walt Disney Television International (India) director programming and production Nachiket Pantvaidya says, “This summer we have an exciting line-up of content for kids. We believe in showcasing a mix of the best local kid’s content and the best international content from the Disney stable. Hits like Hanuman, Finding Nemo and That’s So Raven will draw older kids to Disney Channel.”

Live action, preschool programming and comedy will rule the roost on Nick. The first in line is a live action comedy show called Drake & Josh. The show revolves around a pair of diametrically opposite step-brothers and will premiere as part of an April Fool’s Day stunt on 1 April.

Another new show Avatar will be launched in May. This new animated show is about a 12 year old boy who is master of all four elements and must stop the ruthless Fire Nation from conquering the world.

Nick has also acquired a couple of preschool shows called Peppa Pig and Dougie in Disguise, which will also launch in May. While Peppa Pig revolves around a family of pigs, the Spanish acquisition Dougie in Disguise is about an ordinary kid who plays with sticker albums that come to life through his imagination. Apart from these, Nick has also lined up another new preschool show in June.

“Summer vacations will be huge on Nick with an enormous programming bonanza rolling out. Starting 1 April, we’re premiering a show called Drake & Josh, which is a live action comedy and also showing a Nick Dhoom double bill on weekends featuring a whole hour of top shows,” says Nick India vice president and general manager Hema Govindan.

Speaking on the preschool shows Govindan adds, “Preschool is doing very well and becoming a focus for us so we’re expanding our Nick Jr. preschool block. We’re also doing Monday Marathons of hit shows like Kenan & Kel and SpongeBob SquarePants, which means eight hours at a stretch of these shows.”

March 25, 2006