Little viewers, big battle

11 Apr,2013


By Meghna Sharma


Summer holidays are nearing and when the heat is scorching down, parents insist that children stay indoors and avoid sunburn. Indoor options are generally surfing or watching TV. With viewer ratings set to rise, are children’s entertainment channels ready to woo and retain their target audience?


Yes, is the unanimous response from the channels, which are ready to battle it out to stay ahead of each other.


Content is the prime focus

From new shows to latest seasons and marathons of popular shows, the channels’ strategy is all chalked out.


Nina Elavia Jaipuria

“We have enough content – new and old – ready to keep our audience engaged in their spare time. Apart from launching new shows like Pakdam Pakdai and launching new seasons of our hit shows like Chotu-Patlu, we also plan to have a back-to-back marathons of our favourite shows,” says Nina Jaipuria, EVP & Business Head – Kids Cluster, Viacom18.




Krishna Desai

Cartoon Network and POGO too have lined-up new shows and movies. “On Cartoon Network, we will be airing new seasons of existing popular shows such as Roll No 21 and Oggy and the Cockroaches. There will be a focus on movies as well with several premieres such as Batu Gaiden on the channel. On Pogo, we have several new movie premieres including those of Chhota Bheem and Mighty Raju,” says Krishna Desai, Sr. Director & Network Head – Kids, South Asia, Turner International India.



Vijay Subramaniam

Disney-UTV isn’t far behind as well, “We believe in telling great stories so one can look forward to great shows and movies from our kitty,” says Vijay Subramaniam, Executive Director, Kids Network, Disney-UTV.


Fight it out in the digital space

The networks don’t want to leave any loose ends and hence want to tap every opportunity available to reach out to their TG. Across channels and networks, high level of engagement across all platforms including, TV, online and on-ground is being planned as more and more children/youth spend their time online.


The Viacom18 network plans to do on-ground marketing activities like Party with Ninja and have contests like the one where plan to send a winner to watch the Manchester United game at the Old Trafford.


After last year’s Jet Set Go, Disney-UTV is launching a second season of the contest soon to engage their viewers.


With contests like ‘Fun in the Sun’ and ‘Bheem ka Badaa Party’, Turner aims to provide the ultimate entertainment experience across our channels. Each contest will have an online leg as well.


Growth of animation

The Indian animation industry which has seen tremendous growth in the past few years is slowly but steadily gaining the recognition it deserves feel the channels heads.


The Indian animation industry which was estimated to have been around Rs 1,100 crore in the year 2006, is expected to grow at a rate of 22 percent to reach Rs 5,400 crore at the end of 2014, feels Mr Desai.


“The industry is vibrant and there is no dearth of ideas. Sure, it has its challenges but there is a focus to overcome most of them rather than giving up. And it is this attitude which will take us a long way and make us one of major players globally someday,” says Mr Subramaniam optimistically.


From collaborations with international studios and merchandising, the Indian animation industry has come a long way from just outsourcing. “We are no longer a sunrise industry. And with customised content in demand there is only scope of growth, growth and growth,” says Ms Jaipuria enthusiastically.


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