“Kids’ is the number 3 priority genre in Indian television today”

How big is the market for Kids and how Discovery Kids is matching the pace with its competitors? / What is the competitive landscape like? Who are the main viewers (age, urban, non-urban, etc.)?

Kids’ genre is a mature genre. Over 370 million kids under the age of 14-years are discerning viewers They demand variety, new concepts and characters. It, therefore, becomes our duty to react and respond to the need of kids with exciting and engaging content 24 hours a day in the language they relate to and understand. Discovery Kids offers programming that appeals to different age groups from pre-school, tweens to teens.

The emphasis is on stimulating learning and imagination, and providing a safe environment that parents can trust is what

Discovery Kids‘ Rahul Johri believes in

After championing non-fiction and lifestyle genres, Discovery Networks Asia-Pacific introduced Indian kids with its razor strong and endearing programming in 2012. Discovery Kids lets children explore their amazing world and ignite their natural curiosity by providing content that is enjoyable and enriching. The channel stimulates learning and imagination, and provides a safe environment that parents can trust.

Viewership and target audience

Kids today are very sharp, focused and skilled as compared to kids of last decade and they are interested in learning a lot of new things. Be it rural or urban, there is curiosity amongst kids to know more. Schools cover a particular aspect of learning. Discovery Kids offers learning embedded with entertainment; it does not impart classroom training but offers the right environment. Discovery Kids is the only network of its kind targeting elementary/primary school children and kids in the age group of 4-14 years.

Differentiation from other channels in kids’ television space

In India almost all the leading channels in the kids’ genre have similar programming with very little variation and learning. We analysed that there was a gap within the kids’ genre for a channel that has appeal for both kids and parents. Discovery Kids offers a robust combination of entertainment embedded with learning thereby making an exciting and one of its kind network for children.

What is the local strategy adapted by the channel to attract viewers and more so encourage co-viewing (kids & parents together)?

Discovery Kids offers an eclectic mix of programming across concepts, topics, stories, mythologies and much more. We have series that explore adventure, nature, science, wildlife, history and technology. The content is a mix of India acquisitions and international series. The programming comprises of fun, enriching and entertaining shows such as TintinMaya The Bee, popular franchises like Transformers Prime, animated series like Adiboo AdventuresThe Amazing SpiezSally BollywoodTales of TatonkaDex HamiltonPapyrus and many more.

The channel has a balance of both India and international shows. Discovery Kids bring in the best of formats and shows from across the world along with showcasing some home-grown productions like Mystery Hunters India.

We are currently airing various India themed productions such as Sally Bollywood and HowzzattSally Bollywood takes you through the adventures of a bright girl - Sally, who runs a detective agency and solves cases with a distinct Bollywood flair.Howzzatt brings cricket in its classic avatar - gully cricket.

What will be the content strategy of Discovery Kids for the next one year?

Discovery Network presents content that is high quality and credible. We will continue to maintain the similar standard for Discovery Kids and focus on encouraging learning based on fun, amongst kids of India.

Discovery Kids will continue to bring programmes that explore adventure, nature, science, wildlife, history and technology. We have an exciting and entertaining line-up of shows coming up which includes Mister Maker - an arts & craft show, Dinofroz - an animated series set in pre-historic world of dinosaurs and dragons. We also have new editions of Transformers Primeseries and a bagful of Tintin KIM movies in Sunday Movie Dhamaka.

Discovery Kids is currently available 24 hours in English, Hindi and Tamil and we will aim to increase its popularity and reach amongst kids.

How are you faring as far as advertising is concerned?

Kids’ is number three priority genre in Indian television and has high viewership not only amongst kids but parents as well. Though it is a highly populated television genre with a few major players, there is demand for differentiated content offering a balanced mix of learning and entertainment.

Discovery Kids has gained traction of advertisers due to its differentiated content and unique value offering. The channel has attracted both national advertisers and kids’ consumer brands like Glaxo, Hamdard, HUL, ITC Foods, Nestle, Piramal, Kellogs to name a few.

Which categories spend the most on advertising on your channel? Which companies spend the most money? Are there any new emerging spenders? What does advertising on such channels offer to these advertisers? Any trends and insights you can share for the same? 

In today’s fast changing scenario, especially in nuclear families, children exhibit major influencing power. Kids channels not only offer dedicated viewership, but a strong brand recall amongst young viewers. Majority of advertising campaigns in categories as diverse as automobiles to FMCG, beverages to stationery and gadgets such as cellphones and laptops have been adverting on kids’ television to reach parents through their kids.

Discovery Kids has all major brands (stated above) advertising on the channel.

How is Discovery Kids making its presence felt in social media?

Discovery Kids has its dedicated website The website offers interactivity, gaming and programme information to children.

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