ITV

Tag: kushi tv

  • Kids prefer home-grown content, feature films on TV

    Kids prefer home-grown content, feature films on TV

    MUMBAI: The TV industry is growing and so is kids’ viewership. Since 98 per cent of India is still single TV homes, co-viewing is extensive and leads to better targeting options while demand for localised content and regional content are a boon to creators. Broadcast Audience Research Council (BARC) India unravelled its findings on ‘Catching the youngest viewers’ at FICCI Frames 2019 held on the third day of the event. BARC India senior VP business development partnerships Elbert D’silva shared that 21 per cent of total viewership on linear TV sets comes from kids. With one in every four viewers being a kid, there is a high engagement level and time spent is also increasing.

    Just 12 per cent watch kids’ content, a whopping 49 per cent of kids watch general entertainment channels (GECs), followed by 24 per cent of them watching movies. Likewise, a large chunk of viewership doesn’t only come from kids’ category; in fact, it comes from age-groups as well. 38 per cent of the viewership comes from 2-14 years of age group, followed by 10 per cent from 15-21 years of age group, 14 per cent and 18 per cent fall under the 22-30 years and 31-40 years of age group respectively. This is due to co-viewing. But kids from NCCS households watch more of kids’ genre because premium homes are multiple TV households. Here kids’ genre gets about 16 per cent of viewership.

    He highlighted that females aged 31-40 years spend 30 per cent of their co-viewing time with kids and this offers significant targeting options to the advertisers. Bifurcating the female audiences across different age groups that spend the highest time in co-viewing, the report revealed that 15-21-year-olds spend 12 per cent, 22-30-year-olds spend 22 per cent, age group from 31-40 spends 30 per cent while 9 per cent and 7 per cent time are spent by the females that fall under 41-50 years and 51-60 years respectively.

    D’silva further shared that feature films give better ROI with higher per minute impressions. It stated that 76 per cent of the avg imp/min comes from the game, talk or quiz shows, followed by 155 avg imp/min from cartoons and animations and 508 avg imp/min from feature films.

    Talking about home-grown content, he said that there has been a rapid increase of localised content on the kids’ genre and duration of it on national kids channels has gone up by 18 per cent. Comparing the growth in 2018 to 2016, the jump has been from 33 per cent to 39 per cent of overall content. Preference of content amongst kids changes as they grow older and so the preference for Indian content is higher among younger age groups.

    Apart from this, kids channels that broadcast in multiple languages enjoy a clear lead in the viewership. The report disclosed that 84 per cent of kids viewership accrues to the 11 channels that have multi-language feeds, 7 per cent from Hindi, 3 per cent from Tamil, whereas Telugu, Malayalam and Kannada gain 2 per cent viewership for each language respectively.

    Regional kids channels also have a high growth potential. The Sun Network’s Chutti TV in Tamil Nadu commands 17 per cent share with the rest going to national kids’ channels, Chintu TV in Karnataka gets 23 per cent, Kushi TV in Andhra Pradesh/Telangana gets 16 per cent while Kochu TV in Kerala gets the highest share of 40 per cent viewership.

    Top advertised products are those which are consumed by the children, but mothers are also the target audience since they are the decision makers. Boost and Fisher Price are brands targeting kids while Colgate, Harpic and Vicks are focused on the mothers watching TV. 

  • Sun-Balu dispute settled as broadcaster agrees to raise invoices based on SLRs of MSO before TDSAT

    Sun-Balu dispute settled as broadcaster agrees to raise invoices based on SLRs of MSO before TDSAT

    NEW DELH: The Telecom Disputes Settlement and Appellate Tribunal has directed Sun Networks Ltd to accept the SLRs provided by multi system operator Balu Cable Network as the broadcaster failed to carry out a joint survey as directed by the tribunal on 10 March.

    Sun Counsl Abhishek Malhotra told the tribunal that the broadcaster is willing to accept the SLR submitted by Balu Cable Network and raise invoices on the basis of its SLR for the following channels:- 

    1. Bouquet no.2

    2. Bouquet no.5

    3 Kushi TV

    4. Jemini Life

    5. Gemini Comedy.   

    The tribunal accordingly disposed of the petition after accepting the statement of Counsel.

    Earlier in November last year, Sun Network had been directed by the tribunal to enter into a provisional interconnect agreement with the MSO and commence supply of signals.

    The tribunal had then said that it felt that the order was proper and appropriate considering much time has already lapsed.

    The tribunal had said: “We note that this petition was filed on 28 May 2015 and it is lingering on, on some pretext or the other. The request on behalf of the respondent for making physical verification of the petitioner’s SLR cannot be disallowed.”

  • Sun-Balu dispute settled as broadcaster agrees to raise invoices based on SLRs of MSO before TDSAT

    Sun-Balu dispute settled as broadcaster agrees to raise invoices based on SLRs of MSO before TDSAT

    NEW DELH: The Telecom Disputes Settlement and Appellate Tribunal has directed Sun Networks Ltd to accept the SLRs provided by multi system operator Balu Cable Network as the broadcaster failed to carry out a joint survey as directed by the tribunal on 10 March.

    Sun Counsl Abhishek Malhotra told the tribunal that the broadcaster is willing to accept the SLR submitted by Balu Cable Network and raise invoices on the basis of its SLR for the following channels:- 

    1. Bouquet no.2

    2. Bouquet no.5

    3 Kushi TV

    4. Jemini Life

    5. Gemini Comedy.   

    The tribunal accordingly disposed of the petition after accepting the statement of Counsel.

    Earlier in November last year, Sun Network had been directed by the tribunal to enter into a provisional interconnect agreement with the MSO and commence supply of signals.

    The tribunal had then said that it felt that the order was proper and appropriate considering much time has already lapsed.

    The tribunal had said: “We note that this petition was filed on 28 May 2015 and it is lingering on, on some pretext or the other. The request on behalf of the respondent for making physical verification of the petitioner’s SLR cannot be disallowed.”

  • Sun shines on kids

    Sun shines on kids

    The Sun TV Network – with its repertoire of 33 channels across genres including entertainment, music, movies, comedy, news and kids – is arguably a very big name in television (media), both in India and Asia.

    While the group debuted with its entertainment channel, Sun TV, back in 1993, children got their very own space on the network not before 2007. The Kids Cluster, as it came to be called, kick-started with Chutti TV (Tamil), followed soon by Kochu TV (Malayalam), Chintu TV (Kannada) and Kushi TV (Telugu).

    Of the four kids channels, Chutti and Kochu are extremely popular with a nearly 80 per cent reach in the states of Tamil Nadu and Kerala, respectively.

    Kavitha Jaubin knows that maintaining a kids channel is difficult but for Sun Network it has proved to be a good market

    The mainstay of the cluster, whose core target is kids in the age group of four to fourteen years, is cartoon acquisitions from numerous distributors and production houses like Sony Pictures, Warner Bros, Viacom18 and Scholastic. 80 per cent of the content is similar on all four channels while the remaining 20 per cent varies based on cultural preferences of the state in question.

    Says Sun TV Network Kids Cluster of Channels Head Kavitha Jaubin: “Till now, we’ve only been airing acquired content but we hope to own a few titles soon, considering how well we’ve understood our little audience’s interest patterns and what content they view the most.”

    The acquired content has to be dubbed by a skilled team in each state, which develops a script in the respective language. “The USP of our channel content is the nature of dubbing. It is extremely witty and is thoroughly enjoyed by our audience,” says Jaubin, adding that nearly a week goes into scripting and dubbing an episode.

    Yes, there is some amount of in-house content produced by the network’s 20-strong programming team, which includes game shows, chat shows, news segments, cookery shows and arts and crafts shows. For the purpose, they have studios in Chennai, Hyderabad and Bangalore.

    While a major portion of the content is international, the network is looking to change this trend by including more local content. Some of the popular shows include Geronimo Stilton from Moonscoop, Penguins of Madagascar, Avatar from Viacom18, Jackie Chan Adventures from Sony Pictures and Little Prince from DQ Entertainment. Recently, the network acquired Little Krishna from Viacom 18 for Janmashtami, and is looking to acquire more such as Barney and Friends.

    Since the cluster caters to kids, the channels take care to handpick the content and also censor it to suit the tiny tots.

    “There are a few things that we particularly avoid – violence, content that hurts the sentiments of any section of the population or forces parents to scrutinise it,” says Jaubin.

     

    The other thing the network does in terms of cartoons is placing them as per the time band and the age of the audience viewing them.

    The morning audience mainly comprises kids between eight and 10 years of age, which changes to pre-schoolers by afternoon. Whereas, evenings are when kids in the age group of 9-14 years watch these channels, often accompanied by parents. At this hour, the channel claims to focus on edutainment type of cartoons more than action.

    Speaking of cartoons, those among the Kids Cluster of Channels airing them seem to be doing well.

    Mudra Max Media south head Anil Sathiraju says that a channel which talks regional does better than the one which does not. “Chutti TV is doing very well and for a kids’ TG, it delivers fantastically,” he says.

    According to Sathiraju, the cartoon genre doesn’t face competition from regional channels, with only Chithiram TV from the Kalaignar Group doing fairly well in Tamil Nadu and none in Karnataka, Andhra Pradesh and Kerala.

    It’s mainly national channels like Pogo, Cartoon Network and Disney that are capable of giving the cluster channels a run for their money. “The effect Pogo gives is pan-India while a Chutti TV or a Chintu TV is only restricted to the state,” says Sathiraju.

    Advertising-wise, the ads aired on these channels are directed straight at the kids who’re watching. The prime time of 3:00 pm to 8:00 pm on weekdays and also weekends is when advertisers make the most out of their products. ITC, Surf Excel and Horlicks are some of the brands that advertise with these channels.

    Sun TV sources revealed all four channels in the cluster would be generating advertising revenue in the region of Rs 80 crore with Chutti and Kochu contributing a lion’s share.

    The channels are hardly visible on the digital front. The website has a game section which includes colouring and puzzles. A small section allows users to upload their childrens’ photos on their birthdays that will be displayed on the site. Show timings for the day can also be found out.

    Children dressed up for an event organised by Chintu TV

    Most of the marketing they do is for their shows through outdoor events. There are regular events and contests, the most recent one being on Janmashtami when kids were made to dress up as Lord Krishna and his consort Radha and click photographs.

    Other events include Chutti Premiere League on the lines of IPL, where a cartoon character heads a team and children vote for their favourite team; theme-based carnivals and so on. “This has definitely helped us gain visibility and intensify the already existing popularity,” says Jaubin.

    Is there room for more channels in the kids’ space? “It is a challenge to tailor programs that suit kids’ interests, and at the same time, sustain it,” says Jaubin.

    As things stand, the Kids Cluster seems to have made a place for itself in kids’ hearts although it continues to face stiff competition not from regional but national children’s channels.