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Tag: Pogo

  • Pogo comes alive with new original programming

    Pogo comes alive with new original programming

    MUMBAI: Turner Entertainment Networks Asia’s (Tena) kids’ channel Pogo, created specifically for the Indian market, has more original programming up its sleeves this year. Game shows, sitcoms, documentaries and fiction shows is what’s on the kiddies’ channel’s agenda for 2006-07.

    What’s more, Pogo is now garnering a lot of interest from international markets as well. In April this year, Turner’s Latin American kids channel Boomerang was re-launched with the Pogo branding. While the name of the channel remains the same, a lot of elements in terms of promos and on-air look were borrowed from Pogo.

    Coming back to new original programming; taking a cue from the popularity of shows M.A.D (Music Art Dance), Bam! Bam! Bam! Gir Pade Hum, Prime Pogo and Pogo Amazing Kids Awards (2004 and 2005), the channel is now set to launch a new half hour comedy show called It’s Alive! from 21 May. The 13-episodes show, which has been produced in-house, will air Sundays at 11 am and will star Prime Pogo stars Niall and Chinu.

    What’s more, Galli Galli Sim Sim, the Indian version of Sesame Street, is also slated to launch around mid-August and is likely to air from Monday to Fridays. The third edition of Pogo Amazing Kids Awards is also on the cards this year. Apart from this, a new season of M.A.D. coupled with a summer special of the same is also in the pipeline.

    “Pogo itself is an original production and we are constantly looking at innovative, smart and fun ideas that will back up the Pogo brand. The success of our original productions on Pogo has inspired us to do more such shows,” says Tena vice president creative and original content Orion Ross.

    Plans for the annual Pogo Amazing Kids Awards are also big this time round. The channel plans to film ‘amazing’ kids across the country and develop a 13-week series around the same, which will lead up to the grand finale. “This time on the Pogo Amazing Kids Awards the emphasis is going to be on the kids themselves. Sixty kids across 10 categories will be profiled. We will be finding out their stories and air them every week and towards the last two weeks before the awards, the series will be aired every night,” informs Ross.

    Viewers will also be asked to vote for their favourite ‘amazing’ kid via SMS. The winner in each category will be chosen on the basis of the votes as well as the jury for the awards. Ross says, “The aim is to build ways for viewers to be more involved in the process.”

    TURNER OPEN TO PRODUCE / COMMISSION INDIAN ANIMATION IDEAS

    Until now, Turner’s strategy has been to acquire original animation series from Indian studios and air them on their channels. Some of them are – Akbar & Birbal, The Legend of Buddha, Son of Aladdin, Tenali Rama and Ramayana – The Legend of Prince Ram.

    Now the network is planning on something big and a first of sorts. “We are open to hearing animation script ideas from individuals as well as studios in India and then develop the series for Cartoon Network and Pogo. They could be series, feature films or pre-school shows,” says Ross.

    Ross is in charge of overseeing the overall strategy for Tena’s two existing teams – the Hong Kong based Creative Services as well as the India based Original Productions. One of Ross’ mandate at Tena is to set up and manage a new Asia Pacific animation development structure in India, which will focus on new Indian animation projects.

    The network will decide whether to produce the new series in-house or commission it to Indian studios. Tena will be funding the production for the series.

    “The approach is creative driven. We are looking for the big idea in Indian animation. We are open to talking to people who have a distinct creative vision. The aim is to find the next William Hanna and Joseph Barbera, Chuck Jones or Craig McCracken,” says Ross.

    However, whether the series will be solely for the Indian market or will be aired in the international markets as well is a decision the network will take at a much later stage. Ross’ 12-member team will look to set the ball rolling in this direction.

    This surely could be music to the ears of aspiring animators in India… provided they have the Big Idea!

  • TV channels can still seek downlink OK: Govt

    TV channels can still seek downlink OK: Govt

    NEW DELHI: Television channels that have not yet applied for registration under downlink norms in India need not loose heart, though the deadline expired on 11 May 2006.

    The government said that a channel can apply for registration in India for re-distribution clearance even after the expiry of the deadline.
    However, there is a rider. Those applying for landing rights after 11 May 2006 would not be carried by cable networks legally till the time the government gives it a clearance.

    “There’s no bar on TV channels applying for registration still. The only difference being that such channels can only be seen in Indian cable homes once the government clears them, which may take longer time compared to those who applied within the deadline,” an official of the information and broadcasting ministry told Indiantelevision.com today.

    Last week, the government had clarified that from 11 May, all TV channels uplinking from outside India and having applied for registration with the government by that date could be carried on cable networks for the next six months or till the time government decides on their applications.

    The official explained that a channel applying for registration after the deadline would be given less priority compared to those who made an attempt to adhere to norms within the stipulated time.

    The registration process is two-fold. First a TV channel will be registered with the government, which will make it easier for the authorities to monitor errant ones on various counts, including breach of the programming code.

    Second, an authorized company, responsible for the actions of a channel beaming into India, will be registered. This entity can either be an authorized distributor of a channel in India or the channel-owning company’s Indian subsidiary.

    Now that the deadline for adhering to downlink norms is over, the government will compile the information, including shareholding patterns, provided by various channels and companies and scrutinize their authenticity.

    “This task will take some time and that’s why we have indicated a six-month period. The work can be completed earlier also,” the ministry official pointed out.

    Conspicuous by their absence are Pakistan TV family of channels, including PTV, Geo TV, the ARY channels and Q TV.

    “If they haven’t applied for registration, then their carriage on any (Indian) cable network or a DTH platform (beaming to Indian consumers) would be termed illegal,” the I&B ministry categorically said.

    The ministry is also in the process of issuing a notification in this regard, which will amend the Cable TV Act of 1995 and the DTH guidelines to incorporate the features of downlink norms.

    “The notification in this regard should be out in a day or two,” the official said. The downlink norms, announced in November 2005, have been termed stringent by many a broadcaster and industry lobbying bodies.

    Those TV channels that have got permission to uplink from India will be deemed as registered after furnishing some additional details.

    Meanwhile, according to the I&B ministry’s website, a total of 65 TV channels have applied for registration till 11 May.

    The channels are Star Utsav, Star Plus, Star World, Star Gold, Star One, Star Movies, Channel V, Deutsche Welle TV, Angel TV, Hallmark Channel, Disney Channel, Toon Disney, Star Vijay, Sony TV, Set Max, Animax, SET Pix, SAB(Sony), AXN, National Geographic Channel (NGC), History Channel, MTV, Nick, Vh 1, MTV2, Ten Sports, Channel News Asia, B4U Music, B4U Movies, Discovery Channel, Discovery Travel & Living, Animal Planet, Zee Studio, Zee Café, Zee Trendz, CNN International, HBO, POGO, Turner Classic Movies, Cartoon Network, Boomerang, TV5 Monde, ESPN Sports, Star Sports, BBC World, Fashion TV, Voyages Television, Miracle Net TV, God TV, Reality TV, ABC Asia Pacific, Zee Arabia, Goal TV-1, Goal TV-2, Zee MGM, Day Star Television, DAN Tamil Ozhi, DAN Cinema, DAN Music, Trace TV, Euro News, Family Entertainment TV, CT Buzz, Raj Musix and Vissa TV.

    Indiantelevision.com learns that Essel Shyam, a joint venture between Shyam Electronics and Zee’s parent Essel Group, has applied for registration on behalf of over a dozen of TV channels, most of which are foreign owned.

  • 14 more TV channels apply for downlink okay

    14 more TV channels apply for downlink okay

    NEW DELHI: Fourteen more TV channels have applied for downlinking permission in India taking the total number to 55 as the deadline shutters down on 11 May.

    According to information posted on the website of the information and broadcasting ministry as of 11 May 1.10 a.m., the likes of ESPN, Star Sports, Reality TV, BBC World, Fashion TV and God TV were amongst those seeking landing rights in India.

    The government had stated all TV channels wishing to be downlinked into India will have to apply for landing rights after fulfilling various norms by 11 May 2006.

    The government had also clarified that from 11 May, all TV channels uplinking from outside India and having applied for registration with the government by that date could be carried on cable networks for the next six months or till the time government decides on their applications.

    The TV channels that have applied, according to the I&B ministry website, till 10 May include TV5 Monde, ESPN, Star Sports, BBC World, Fashion TV (that has applied under the entertainment category), Voyages Television, Miracle Net TV (entertainment), God TV(entertainment), Reality TV (entertainment), ABC Asia Pacific, Zee Arabia, Goal TV-1, Goal TV-2, MGM.

    The channels that sought landing rights earlier include Star Utsav, Star Plus, Star World, Star Gold, Star One, Star Movies, Channel V, Deutsche Welle TV, Angel TV, Hallmark Channel, Disney Channel, Toon Disney, Star Vijay, Sony TV, SET Max, Animax, SET Pix, SAB(Sony), AXN, National Geographic Channel, The History Channel, MTV, Nick,Vh 1, MTV2, Ten Sports, Channel News Asia, B4U Music, B4U Movies, Discovery, Discovery Travel & Living, Animal Planet, Zee Studio, Zee Café, Zee Trendz, CNN International, HBO, POGO, Turner Classic Movies, Cartoon Network and Boomerang.

    The ministry has informed TV channels that those who have obtained uplinking permission from India before 2 December, 2005 are not required to file with the government for downlinking.

    These channels will also not be required to pay an initial fee of Rs. 500,000 on grant of permission agreement or the annual downlinking fee of Rs. 100,000 per channel.

    However, those TV channels obtaining uplink permission from the government after 2 December, 2005 are required to submit some additional information relating to downlink okay, but are exempt from any processing and annual fee.

  • Cartoon Network, Pogo, Star Plus are kids’ favourite channels: New Generations 2005

    Cartoon Network, Pogo, Star Plus are kids’ favourite channels: New Generations 2005

    MUMBAI: Mobile phones with cameras, computers, Shahrukh Khan, Cartoon Network, Pogo, Star Plus, Rani Mukerji, Sachin Tendulkar, online games, pocket money and Sania Mirza.

    The common factor among these is that they are Indian kids’ favourites according to the findings of Cartoon Network’s sixth edition of its patented kids’ lifestyle study – New Generations 2005.

    This year, the scope of the research has been expanded to include 15-19 year old teens, 4-6 year old kids, socio-economic class SEC C, as well as a number of new categories such as Health and Diet, Gadgets and Technology brands and Shopping and Kids’ perspectives.

    Conducted in association with Synovate India, New Generations 2005 is the largest and most in-depth research on Indian kids and seeks to gain insights on various aspects of their lives such as, pocket money, media habits, values and attitudes, product consumption habits etc.

    This year a couple of new elements have been added to the study, which are:

    The respondents category has been expanded to include younger kids (mothers of 4-6 year olds), older teens (15-19 year olds) and SEC C across age groups.

    New information areas like kids and their parents’ views on the child’s health and diet, TV viewing and regulation, sports and fitness, activity-mapping of a typical school-day and holiday, the brands that kids think are cool and the gadgets that kids desire has been included.

    The survey revealed that almost 40 per cent of kids aged 7-14 across cities and SEC strata are computer users and have used a computer in the past month. While 54 per cent of SEC A kids use computers, 37 per cent of SEC B and 34 per cent of SEC C are computer users.

    On the other hand, there is only a slight difference between boys (40 per cent) and girls (38 per cent). One in six computer users also surf the internet with more boys (20 per cent) than girls (15 per cent) surfing cyber space. Internet surfing increases with age with 20 per cent of 10-14s accessing the Internet, compared to 11 per cent of 7-9s. Also, 58 per cent of Internet users “usually access” the Internet at school, 26 per cent at cyber cafés and 17 per cent from home.

    Mobile phones with cameras rank the highest in the list of gadgets of desire for kids 7-14 with 74 per cent of the children, who have heard of one, saying they would like to own one. This is followed by the X-Box at 45 per cent, Apple iPod at 43 per cent and Sony Playstation at 33 per cent, of the kids who have heard of these gadgets.

    Nokia turned out to be the coolest brand among this age group with 72 per cent agreeing that Nokia was “very cool” followed by Sony (71 per cent), LG (60 per cent), Reliance (56 per cent), Wipro (35 per cent), Microsoft (39 per cent), Google (31 per cent), HCL (32 per cent), Infosys (30 per cent), amongst others, of the kids who have heard of these companies.

    The study also highlights that 87 per cent of kids aged 7-14 feel that too much of their time is spent studying. The feeling is the highest amongst kids from Madurai (98 per cent), followed by Kolkata and Cochin at 95 per cent. It is 90 per cent+ in Mumbai, Chennai and Jaipur. However, for 80 per cent of kids across India, achieving the top rank is important even if it means having less free time.

    Interestingly, Kolkata also scores high here (97 per cent), followed by Nasik (95 per cent), then Cochin (93 per cent). Delhi is the lowest of the 14 cities at 67 per cent. And 95 per cent of kids aged 7-14 in Kolkata believe that it is difficult to score good marks without tuitions/extra classes compared to the national average of 57 per cent and Mumbai (60 per cent), Delhi (38 per cent) and Bangalore (65 per cent).

    Cartoon Network (47 per cent), Pogo (14 per cent) and Star Plus (9 per cent) emerge as top three channels amongst kids across India. On the other hand, TV viewing has emerged as universal among kids across the week, with over 9 in 10 parents watching with their kids.

    Questioned about their top three favourite television genres, 79 per cent kids voted for cartoons, 34 per cent for sports and 31 per cent for movies. The genres remained the same when split among boys and girls with boys (45 per cent versus 22 per cent) opting for sports and girls (29 per cent versus 17 per cent) preferring dance/music shows.

    Another interesting trend that was revealed in New Generations 2005 was the frequency of giving out pocket money to kids. Of kids who receive pocket money (39 per cent), 54 per cent receive pocket money on a daily basis, this is up from 33 per cent in 2004 and 24 per cent in 2003. Another fact is that 60 per cent kids get gift money, which is Rs 306 per year on an average. By adding the monies that kids receive each year (based on those receiving either gift or pocket money, only in the 14 markets), it comes to Rs 3.64 billion! And with a spending rate of 80 per cent, kids spend Rs 2.91 billion in a year!

    Referring to health and diet, 83 per cent parents believe that their children eat plenty of fruits and vegetables (Mumbai at 95 per cent and Delhi at 65 per cent), 78 per cent of kids across India echo a similar sentiment, ranging from 94 per cent in Madurai to 57 per cent in Delhi agreeing that they eat plenty of fruits and vegetables. Also, 88 per cent parents across India (7-14) and their children agree they lead an active and healthy lifestyle with an impressive 99 per cent kids and 96 per cent parents in Madurai claiming so. However, 83 per cent parents would like their children to play more sports and 73 per cent kids would prefer to do so.

    Coming to shopping now… 84 per cent of the parents have taken their children with them for shopping, with 63 per cent of them shopping with their kids at least once a month. One in four kids ask for something (every time) while they are out shopping with their parents and most of them get what they want as well. A child’s opinion and choice is taken into consideration while deciding to purchase even high value items. Also, 71 per cent of parents agreed that their child influences which brand is chosen while buying television sets, 70 per cent for computers, 67 per cent while buying mobile phones and 66 per cent on the purchase of a car!

    Shahrukh Khan rules the roost as the favourite actor with 20 per cent of the total kids (7-14) voting for him, while Rani Mukerji emerged the favourite actress among all respondents with 16 per cent voting in her favour. The ranking is almost the same among boys (Shahrukh Khan -18 per cent and Rani Mukerji -14 per cent) and girls (Shah Rukh Khan – 22 per cent and Rani Mukerji – 17 per cent).

    Sachin Tendulkar continues to be Indian children’s favourite amongst sportspersons with 41 per cent of kids aged 7-14 voting for him followed by Rahul Dravid at 13 per cent, Sourav Ganguly and Sania Mirza at 6 per cent each.

    While 74 per cent of kids have heard of Sania Mirza and among these, nine out of 10 correctly identified the sport she plays, only 22 per cent have heard of Narain Karthikeyan and only six out of 10 of these could correctly identify his sport.

    Turner International Asia Pacific Ltd vice president research and market development Duncan Morris said, “Being the trailblazers in the kids’ entertainment category, Cartoon Network also pioneered the use of large-scale research surveys focused on kids. With subsequent editions of New Generations, Cartoon Network seeks to trace and update the trends related to various aspects of Indian kids’ lives and make this valuable survey information available to all those who are concerned with Indian children. With extended scope and a number of new research categories, New Generations 2005 once again provides the latest and most comprehensive guide to kids in India.”

    Turner International India Pvt. LTD senior manager research Krishna Desai said, “New Generations 2005 from Cartoon Network continues to build on its wealth of information about Indian kids and once again promises to be full of attention grabbing insights into Indian kids’ lifestyles, habits, preferences etc. Like its predecessors, New Generations 2005 is sure to be of great benefit and a reference guide to organisations and individuals with a focus on Indian kids, and aims to help further develop their expertise in this area.”

    The field work for New Generations 2005 was undertaken during November – December 2005 covering 14 cities and 8,927 respondents comprising 4,043 children between 7-19 years and their parents plus 841 mothers of 4-6 year olds. The sample was evenly split by gender, SEC A, B and C and age ranges 4-6, 7-9, 10-14 and 15-19.

  • Pogo lines up rib-tickling fare this April

    Pogo lines up rib-tickling fare this April

    MUMBAI: Pogo has lined up a treat of hilarious programmes in its slot called Pogo Funny Side Up on Prime Pogo from 2 April.

    The special line-up includes weekend side-splitters – Chuppa Rustam, new episodes of Takeshi’s Castle, Mr Bean, Just for Laughs Gags – and a slew of weekend movies.

    The channel has also launched a ‘Spot the Bug’ contest wherein kids can win iPods and Pogo goodies every week.

    “Pogo has always been at the forefront to ensure that kids have a good time, be it through exciting programming or innovative ground events. Pogo Funny Side Up will give kids the much needed wind-down after a month of examinations. What better way to greet the summer vacations than with a treat of humorous shows and movies that are sure to appeal to kids and their parents alike,” says Turner International India Pvt. Ltd managing director Anshuman Misra.

    To kick off Pogo’s repertoire of weekday bone-ticklers, the popular candid comedy series will catch India off guard in Chuppa Rustam. Be it out on the streets, in shops, offices, restaurants or even at the doorsteps of homes, the world falls unaware for the most hilarious pranks on Chuppa Rustam every weekday at 7 pm.

    Plus, Pogo presents a lethal combination of the wackiest game show on earth with the funniest guys in India. Brand new episodes of Takeshi’s Castle, voiced by stand-up comedians – Ehsaan Qureshi, Naveen Prabhakar, Raju Srivastav and Sunil Pal – of the Great Indian Laughter Challenge fame will be aired on weekdays at 7:30 pm.

    Mr. Bean – the man with a child-like nature – will be aired Mondays through Fridays at 8 pm.

    Some clever jokes, a hidden camera and a few unsuspecting victims make Just for Laughs Gags, which will be back with all-new episodes, every weekday at 8:30 pm.

    The laughter marathon continues into the weekend with a two hour special of Takeshi’s Castle Jaaved Jaffery – Mini Marathon back to back from 7 to 9 pm every Saturday and Sunday.

    Among the movies that are lined up are Dr. Dolittle (2 April), Wallace & Gromit (9 April), Getting Even With Dad (16 April), Baby’s Day Out (23 April) and Home Alone (30 April). These movies will be aired every Sunday at 2 pm on Lights, Camera, Pogo! Funny Side Up.

    In the ‘Spot the Bug’ contest, kids can win exciting prizes like iPods and Pogo goodies every week while viewing side-splitters on Pogo Funny Side Up by instantly SMS-ing ‘Funny’ to 8558 upon spotting a bug on their television screen.

  • Toon channels hit the ground running

    Toons have smashed through the TV screens and have come out in the flesh, ummm… fur more likely.

    As more and more kids‘ channels resort to ground events to lure kids; the kids are having a field day and are actually getting to touch and feel their favourite toons.

    Toons come looking for kids

    This touch and feel factor is increasingly becoming important for channels to have a direct connect with their target audience.

    Indian kids have never had it better and the excitement and promise is only going to get bigger from here on. With seven kids‘ channels in the country, there is a wide array of entertainment options available to a child. And it‘s not just the programming on the channels that we‘re talking about here. Ground events and live shows have started featuring on the ‘must have‘ lists of almost all kids‘ channels.
     

     

    Cartoon Network has Toon Cricket and Toon Yatra, Pogo has Pogo Amazing Kids Awards, Pogo Funtakshri, M.A.D Workshops and Hungama TV has Hungamathon, Hungama Express, Hungama Captain‘s Hunt and the latest to join on the field is Disney Magic. Rest assured there‘s more to come as Nick too is planning to launch ground events this year.

    The investment that goes in organizing these events is no child‘s play for sure. Sample this: According to industry estimates, Walt Disney Television International (India) spent close to Rs 23 million – Rs 25 million (approximately $550,000) for their six city Disney Magic event that was held in India earlier this year. Out of this, Rs 5 million was spent on advertising the event through various media across the country. An event like Toon Cricket would also entail a budget of approximately Rs 25-odd million.

    Doremon thronged by kids at the Hungamathon in Mumbai

    On the other hand, industry analysts informed that for the Hungamathon event in Mumbai and Delhi, Hungama TV would have spent in the region of Rs 15 million (Rs 7.5 million per city). However, the actual cost of organizing just the ground event would be somewhere between Rs 7-8 million; the rest comprise marketing and advertising costs.

    On completing one year of operations in the country, Walt Disney Television International (India) kicked off a huge scale on-ground event – Disney Magic – in Mumbai, Ahmedabad, New Delhi, Kolkata, Hyderabad and Bangalore. For the first time ever in India, Disney Channel presented the Disney stars in a musical extravaganza that took Indian kids on a magical journey packed with song and dance. What‘s more, Mickey, Minnie, Donald and Goofy along with Chip and Dale even danced on a couple of popular Bollywood songs like ‘Just Chill‘ and ‘Dus Bahaney‘ from the movies Maine Pyaar Kyon Kiya and Dus respectively.

    The channel took three to four months just to put the event together. The show was held in various cities over a period of three months. The result: over 100,000 people witnessed the Disney Magic show and approximately Rs 250 million ($5.5 million) worth of ad equivalent coverage in the print and electronic media spanning close to 25 hours in four weeks.

    Walt Disney Television International (India) director marketing Tushar Shah says, “Events are a key ingredient to build a brand as these allows consumer interactivity and connect. This in turn strengthens the bond between the consumer and the brand. While the events‘ space is cluttered in India, there is a huge need-gap for kids‘ events as it is an undeserved category. Kids are exposed to other events, which are targeted at adults. It is difficult to put together a niche event, which will cater to kids as well as their parents. With Disney Magic, our aim was to build loyalty among our target audience.”

    It‘s time to play Toon Cricket with Mark Waugh and the toons!

    Cartoon Network has been organising a unique sporting event Toon Cricket since 1999. Last year, more than 45,000 toon and cricket lovers in Mumbai gathered for Toon Cricket 2005. Toons like Scooby Doo, Johnny Bravo, Dee Dee, Jerry, Fred, Bob the Builder, Mojo Jojo, Popeye, Olive Oyl, Tom, Dexter and Noddy had a field day playing cricket.

    “Events are a window for consumer interaction with the network. They enable children and their families to experience the brands in a different environment and to become a part of their lives and culture. With Toon Cricket, we have established an inimitable and indelible association with India‘s national passion and hence extended the appeal of the brand beyond television,” explained Cartoon Network and Pogo India director marketing Vivek Krishnani.

    Apart from this, channels also look at promoting “family time” with such events, wherein kids and parents alike can experience the excitement and fun together. “Events are an extremely important brand extension for Cartoon Network and Pogo. They are organised with dual objectives of increasing current viewer involvement with the network by enabling them to actively participate across multiple platforms – on-air, online, and on-ground, by telephone and SMS,” added Krishnani.

    To throw in some figures, over 65,000 people enjoyed Toon Cricket; over 5,000 entries were received for the Pogo Amazing Kids Awards and Pogo Funtakshri received 90,000 entries within the first three weeks itself.

    Thousands of kids run at the Hungamathon

    Hungama TV senior vice president marketing and communications Siddhartha Roy Kapur points out the objectives with which ground events are launched. “The touch and feel factor with the viewer is of immense importance in order to create a brand experience with them and also to put across what we embody. We are the only homegrown kids‘ channel in the country and that is our USP. With these ground events, we get to interact with our audience, learn from these experiences and put them to use,” he says.

    Buoyed by the response that Hungamathon received in Mumbai and Delhi, the channel also launched the event in Kolkata last month.

    Look at that smile! Time for a “real” handshake with the toons

    Moreover, it‘s also the “awe factor” that channels look to capitalise on by bringing the toons face to face with kids. Watching toons on TV is surely different from watching them live in action… at least from the kids‘ perspective. We, adults, would probably want to watch a film award function in the sanctity of our drawing rooms far way from the madding crowd. But we‘re talking kids here. Krishnani says, “The aim for all events and initiatives is to extend the magic of our brands beyond the confines of the TV set. It‘s a platform that offers fantastic active and non-passive interaction opportunities to involve fans in a unique and fun way.”

    Also, most ground events have a contest tied around it and therein comes the “fame factor.” Kids can win goodies and also have a chance of being featured on television and in print. Moreover, these days most parents encourage their children to be active in extra curricular activities and even more if these activities are related to the media.

    But do these live ground events actually help in raking in eyeballs for the channels and strengthening the brand? While, ground events may not have a direct correlation to the increase in ratings or viewership on the channel, they do help in increasing the reach of the channel in the cities where they are being held.

    “Cartoon Network and Pogo‘s channel shares grew in January – December 2005 over January – December 2004 and was responsible for 22 per cent of the overall growth of the kids‘ channels in this period. Over 97 per cent of all transmissions that delivered 1.0 TVR or more in the whole of 2005 on all kids‘ channels were aired on Cartoon Network or Pogo,” says Krishnani.

    Hungama TV has an annual event Captain‘s Hunt through which the channel selects the board of directors of the channel. The channel gives kids across the country the chance to be a part of selecting what‘s right and what‘s not for the channel. “Empower them” is the buzz word!

    Disney India MD Rajat Jain welcomes the stars at Mumbai airport

    Apart from these factors, there is this entire “dreamland proposition” that channels promise the kids. It‘s all about childhood being a carefree and happy-go-lucky stage in one‘s life (try telling that to kids in the big metros with their dawn to dusk schedules though). “We want to create the Disney Magic hype to bring Disney Channel and Toon Disney top of mind and to rub off on the overarching Disney brand in India. The classic Disney characters were presented as contemporary and treated like stars. This created a desire to be a part of it – ‘let the magic touch everyone‘ proposition of Disney,” says Shah.

    Disney India VoluntEARS say cheese!

    At the same time, ground events can also be used for a worthy cause. Disney used the Disney Magic event as a platform to launch its VoluntEARS, where every Disney employee works towards fulfilling kids‘ wishes across the country. In the four weeks that the Disney stars were here in India, Disney employees put in close to 500 hours of service. The company has a long standing association internationally with Make-A-Wish Foundation. In India, Walt Disney‘s social service arm ‘Disney Outreach‘ became active with Disney Magic. More than 100 children from various hospitals in Mumbai gathered at the Tata Memorial Hospital for a special visit from Mickey Mouse, Minnie Mouse and Donald.

    Make-A-Wish Foundation India CEO Sharmistha Adyanthaya says, “We are delighted to be associating our foundation with the ‘Disney Magic‘ Outreach initiative that has brought the first ever magical experience in India to our wish children. The number of these children in India is rapidly growing and the long-term association with various Outreach initiatives of the Disney Worldwide Outreach in India will allow us to reach many more of them. A wish fulfillment makes a sick child believe that anything is possible – even the future, making the impact of this association immeasurable.”

    Apollo Hospitals Group executive director (operations) and Apollo Hospitals Hyderabad managing director Sangita Reddy says, “Walt Disney created their legendary and endearing characters to bring magic into the lives of children and adults. They have shared this magic with children at a time when they needed it the most – Apollo Hospitals thanks them for this. It is our common endeavor to improve the quality of life for all and therefore this partnership is meaningful.”

    Ground events no doubt help in building reach and helps channels interact with their target audience and vice versa. It‘s a medium that helps building brands unlike passive media like print and radio.

    There are new ground initiatives that are also in the pipeline from Hungama TV and Nick. Kapur informs that Hungama TV is planning to launch a new on-air property this summer, which will have a grand on-ground component.

    The time is right to hit the grounds!