MUMBAI: Much of the ills that the kids channels faced in the
last couple of years continued to prevail in the first half
of 2012: revenue pressure, distribution bottlenecks, audience
fragmentation, fierce competition, increase in costs and low
yet the genre is attracting new channel launches. Viacom18
launched a channel dedicated to action to complement Nick
and add to its bouquet strength, similar to Turner's two-channel
pack and one behind Disney's. Later this month, Discovery
Kids is going to make its appearance in India.
what is exciting kids networks? The sheer demographics with
30 per cent of India's 1.2 billion population living in this
age group, impending digitisation and 10 per cent yearly growth
ad market for the genre, though a meagre Rs 2.5 billion, has
the potential to grow faster. The industry expects it to grow
10 per cent year-on-year with non-traditional advertisers
like automobiles, consumer electronics, and mobile devices
consciously targeting the genre.
TV broadcasters are working on their content front to take
away share from competition. The magic duplication of global
franchises is not enough. Building strong, multi-dimensional
characters is the most important element to attract kids across
Turner International India South Asia GM Entertainment Networks
Monica Tata, "Whether it is animation or live action,
kids need to be able to relate to characters irrespective
of geographical, social and cultural diversity," she
with the uphill task of satiating the entertainment needs
of kids, broadcasters are increasingly experimenting with
content. There has been a swift move from comedy to action-oriented
shows. The logic of launching Sonic is to primarily tap this
action genre has dedicated offerings from Pogo, Sonic and
Disney XD. Local productions including live action and animation
continue to rule the roost as far as ratings are concerned.
Chotta Bheem franchise continues to be the tentpole property
of Pogo, besides generating revenues at the box office for
its producer, Hyderabad-based Green Gold Animation.
Nick has also placed its bet on Shaktimaan, the animated series
produced by Reliance Animation, with the hope to tap into
the legacy of the Indian superhero and attract the action-loving
generation. The show will also air on Sonic, which is growing
its reach steadily.
content is substantially drawing kid's viewership, whether
its live action or animation. All players in the category
now have well established local shows on their grids. Action
is slowly creeping into the comedy space that so far dominated
the category, says Viacom18 EVP and GM Sonic and Nickelodeon
India Nina Elavia Jaipuria.
is experimenting with local live action shows like Suite Life
of Karan and Kabir and Best of Luck Nikki. The two shows contribute
about 15-19 per cent of total programming hours on Disney
action is a genre that is driving significant viewership and
is increasingly becoming popular among kids and families,
avers Disney UTV executive director and Disney kids network
business head Vijay Subramaniam.
XD has taken the television rights of new animation series
Mysteries & Feluda produced by Hyderabad-based DQ Entertainment.
Feluda is a series of novels and short stories written by
famous Indian director and author Satyajit Ray.
have several local animation shows that enliven the rich Indian
storytelling heritage while remaining entertaining and relevant
to todays viewers, such as the famous Indian detective
series Feluda by master storyteller Satyajit Ray, the
story of twins Luv Kush, Suryaputra, The Adventures
of King Vikram and Little Pandavas, Subramaniam adds.
the hunt is on for sourcing more local shows, kids channels
need to just find a couple of flagship shows. Says Jaipuria,
Most category players are led by one or two shows. The
channel ratings are garnered by these shows spread across
various slots through the day.
Tata, "An interesting trend noticed is that kids prefer
to tune in to fewer shows on kids channels than ever before.
But their time spent per show is increasing, thereby ensuring
that the viewership remains positive.
the launch of Discovery Kids create further fragmentation
in an already crowded space?
does not think so. The Sonic launch fueled the category's
growth. Discovery Kids could aid in growing it further. Since
its offerings could be unique, this will only lead to minimised
January-June period was a significant window and a hectic
one for kids channels as the summer vacation falls during
this period, the only time of the year when kids have long,
uninterrupted access to television. The channels across the
board pulled out all stops to come out with top notch programming
to grab maximum eyeballs.
the fact that cash-rich Indian Premier League (IPL) also falls
during the summer vacations, the kids broadcasters did not
see much of an impact on their viewership. The genre viewership
during the first the half of the year, in fact, has improved
from 18 per cent to 20 per cent over last year, asserts Tata.
Yearly Channel Shares of Kids Channels
2012 (Till Wk 21 '12)
: Sonic Nickelodeon was launched in Week 51, 2011
: TAM Media Research
Market : All India
TG : CS 4-14 yrs
Period : Yr 2011 to 2012 (Till Week 21 '12)
part of its summer line-up, Disney Channel saw the launch
of live action series The Suite Life of Karan and Kabir, an
Indian adaptation of the American show, The Suite Life of
Zack & Cody. It also aired the second season of Best of
Luck Nikki, another live action series which is an adaptation
of the American show Good Luck Charlie.
introduced classic American animated series Dennis the Menace
during the evening band. The DIC Entertainment produced series
will have a 52-episode run.
show strengthened Nicks evening band, particularly since
it had lost a key property Oggy and the Cockroaches to Cartoon
Network India. The switch happened as a result of an exclusive
co-production agreement between Cartoon Network Asia Pacific
and French animation studio Xilam.
entered into a deal with Saban Brands to air its adventure
series Power Rangers Samurai and Power Rangers Super Samurai
for two seasons in a deal stitched by Los Angeles-based producer-distributor
Network launched a humorous show, Horrid Henry, in English,
Hindi, Tamil and Telugu, apart from building on its Ben 10
franchise by building 'Ben 10: Ultimate Alien.
ramped up its content offering by launching animated comedy
series Mojacko. The channel introduced new seasons of its
key franchise Chotta Bheem in addition to a new movie, Chotta
Bheem and the Curse of Damayaan that collected Rs 20.5 million
in the first five days of its theatrical release.
first half of the year also witnessed a host of marketing
activities that was directed at engaging kids. Nick brought
the Power Rangers to India by conducting The Power Ranger
Tour, aimed at increasing the fan following of the iconic
characters in the country.
Power Rangers Samurai initiative was supported with a 360-degree
marketing campaign which included the Power Rangers
on-ground tour, van activations covering 15 key cities, print
ads, radio and cross promotion across various television channels.
Disney Channel had launched the Jet Set Go on-air contest
in association with Jet Airways which gave kids and their
families an opportunity to win an all-expenses paid trip to
Hong Kong Disneyland. The campaign, which was driven completely
on the kids network channels of Disney, generated six million
entries from across India and culminated with the unveiling
of Disney-themed aircraft.
success of our recent campaign Jet Set Go is a
witness to the fact that unique and innovative engagement
which resonate wonderfully well with the viewers. While the
kid is definitely the hero, these innovative campaigns involve
and engage with their entire family, avers Subramaniam.
to grow L&M
was major thrust on Licensing & Merchandising too as all
the major channels launched Back-to-School product range featuring
popular characters be it Dora, Ben 10 or Winnie The Pooh.
the deal that grabbed the maximum attention was the one signed
by Disney Consumer Products India, the licensing & merchandising
arm of The Walt Disney Company India, with IPL team Mumbai
Indians to launch Mickey Cricket Merchandise which includes
apparel and accessories, footwear, stationary, home and toys,
all featuring Disneys Fab Five in fun cricketing attire.
Consumer Products India has also done its first licensing
deal in the real estate sector with Mumbai-based real estate
company Sunteck Realty to launch Disney Inspired Homes in
Mumbai. The project is expected to generate a turnover of
Rs 100 billion to the company.
was also not far behind with as many as 55 licensing deals
already in its kitty which include partnership with Future
Group's retail chain Big Bazar to launch the Spongebob SquarePants
Back to School range of products for children. It has
also partnered Metro Shoes to launch Dora co-branded footwear
in addition to a deal with TI Cycles to launch co-branded
Network Enterprises, the consumer products division of Turner,
partnered Attano Media & Education to launch video-ebooks
and interactive activity books.
the L&M is still a very nascent business for kids channels
in India who see it as a long-term play that will evolve over
a period of time. L&M contributes only 5-7 per cent of
total revenues for most channels.
the first half of the year over, kids networks are eagerly
awaiting the rollout of digitisation in the first four metros
of Delhi, Mumbai, Kolkata and Chennai from 1 November. "Long
under pressure and a weakening business model, digitisation
could be a game-changer for a genre that has been struggling
to grow in the last few years," says a media analyst.