CN, Pogo to tap new digital revenue streams

MUMBAI: Turner‘s kids channels Cartoon Network and Pogo kicked off the year with a combined 40 per cent ad revenue growth in the first quarter and now will be building digital products across all platforms -PC web, mobile, social web - to perk up the inflow.

Turner is planning to open up new consumer revenue streams through online games from its two channels. It is also looking at The Cartoon Network online store to attack the currencies.
Says Turner International India VP and deputy GM – entertainment networks, South Asia Monica Tata, “The year will also see us consolidate our efforts in expanding our revenue base by generating revenues from non linear content like syndication, VOD, games, as well as from platforms like mobile and broadband.”

According to Tata, Turner’s kids channels’ online destinations have experienced an aggressive growth and will soon become a key platform wherein content is consumed, widening the audience profile and giving access to newer audiences across the globe. 
“In 2009, our sites alone attracted over 15 clients and 21 campaigns across categories - be it FMCG, confectionery, toys, footwear and sports gear,” she says.

Cartoon Network and Pogo are already available on Tata Photon cards (mobile Internet TV) and Aplaya – MTS (mobile data card service provider). Cartoon Network is almost present on all major GSM and CDMA operators for TV streaming, notes Tata. “And soon our channels will also be launched on new mobile operators like Virgin Mobile.”

In 2009, Cartoon Network launched comics of its toon stars - Ben 10, The Powerpuff Girls, Johnny Bravo and Dexter on mobile handsets. These comics are available through Airtel, Idea, Reliance Mobile and TATA DoCoMo amongst others.

“We had our successful innings with Cartoon Network Toon Cricket and BEN 10 mobile game in 2009. Ben 10: Battle for the Omnitrix mobile game phone has achieved 1 million mobile paid downloads in India as of March 2010.

“Chhota Bheem is doing approximately 2000 – 2500 downloads a day. We are incorporating a contest and this will drive download to 5000 per day per our estimate.

We have also extended our original shows such as M.A.D as part of active learning for all Tata Sky viewers,” she informs.

Ad sales will still remain the primary medium to drive in revenues. With a base of 153 unique advertisers, 475 brands across Cartoon Network and Pogo, the top 10 advertisers grew by 20 per cent in 2009.

“60 new advertisers came aboard Cartoon Network and Pogo in 2009. Additionally, the non kids advertiser spends grew at over 25 per cent CAGR. This is because advertisers such as P&G, Reckitt, LG, Whirlpool, Godrej, LIC and SC Johnson continued advertising on Cartoon Network and Pogo despite the cautionary sentiment in 2009,” Tata avers.

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