Pogo, the kids channel from Turner International
India, is eyeing a lion's share of the ad pie
after consolidating its leading position among
the kids genre.
Turner International India VP - Entertainment
Networks Ad sales South Asia Juhi Ravindranath
said that the target is to capture a disproportionate
share of the ad pie as the channel is No. 1 in
its target group (C&S, 4-14, All India).
We are focussing on increasing the client
list well beyond the conventional advertisers
as the growth with the conventional advertisers
is marginal. We are also looking at revising the
rates aggressively as we give 360 degree solutions
to our clients, Ravindranath added.
ad pie of the kids genre has not grown much
over the last five years and market estimates
peg it at around Rs 2 billion.
said, Competition is there, but we command
almost 27 per cent of the ad pie. In the last
quarter, we had 180 clients on the channel,
while the closest competitor had 150.
Generally, chocolates, health drinks and kids
food items brands spend on the category. However,
Pogo claims of cracking some sectors including
insurance and automobiles also.
We have done a school contact programme
with Aviva Life insurance. Also, there are some
automobile brands that have come on board. Recently,
we got a rice brand, Best Rice, to place ads
on our channel, she added.
Pogo is also looking at licencing & merchandising
(L&M), digital, on-ground and on-air joint
creations (AFPs) as significant revenue streams.
We have recently done a 360 degree deal
with Knorr Soupy noodles Bheem ka Team.
We had L&M deal (on pack promotion), Chhota
Bheem branded slot, online gaming campaign and
school contact programme. We are looking at
multiple tie-ups like this, Ravindranath
Pogo claims that its online site, pogo.tv, which
has features/content such as online games, exclusive
applications, video-on-demand, message boards
and mini-sites of popular shows on Pogo, attracts
over 400,000 unique visitors per month. Almost
70 per cent of this traffic is driven by games
with other sources of entertainment such as
videos and applications.