Television

Disney coming? Cartoon Network believes localisation gives it the edge

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2016/03/08/Untitled-1_14.jpg?itok=qgC7c5at

2002 will be the year of intensified localisation for kiddies' channel Cartoon Network. 

Govindan - Cricket to reward viewer loyalty

The channel that started going desi in February 2001, managed to climb to the number two position in the Hindi market in the 5 - 9 pm band by December (close on the heels of Star Plus), according to VP, marketing and PR Hema Govindan. The rapid rise in rankings is due to local acquisitions like Pandavas and Sinbad, bought from Pentamedia Graphics, which have paid off handsome ratings and Govindan sees the channel going in for more Indian folklore in animation. "Not just Indian stories, we are looking at acquiring animation from Japanese studios too, which are creating shows whose essence appeals to Indian sensibilities", she says. 

The channel is shifting gears to cope 

with the imminent entry of Disney, although Govindan insists that some competition would only keep Cartoon Network fighting fit. In the last few months, the channel revamped its programming franchises and taken a whole new look at promotions, which too have received a dose of localisation. That the channel is not sparing any efforts to maintain viewer loyalty and phenomenise toon characters is clear from the massive promotion that accompanies its second Toon Cricket event in Chennai and Mumbai this year.

Although Govindan is reluctant to put a figure on the huge promo blitz, she admits it is 'massive, probably the largest in scale for the year.' Apart from the hoardings and the ads on FM and local cable channels, there will be a 'toon mobile', a 17-foot open float depicting cricket net sessions that will move through the cities, with toon characters in tow, handing out passes in schools and entertaining the younger generation. Besides, the channel has run a contest for selecting the teams and will be flying down five children from their home towns to watch the match live. 

The channel's Night Shift, launched in November is targeting an entire new viewership comprising teens and young adults. Not surprisingly, the move has widened the channel's ad client base, with clients like Gili's diamonds entering into tie-ups for Valentine's Day packages. While Govindan says it is early days to gauge the increase in viewership post the launch of Night Shift (timed to wean adults away from soaps and thrillers on mainstream channels), she says the channel currently reaches between 12 to 15 million Indian households.

Announcing the details of 'Toon Cricket 2002', Govindan said that the three-hour match will be held at the Andheri Sports Complex on 24 February. Beverage conglomerate Pepsi is the main sponsor. The co-sponsors are Solana, Colgate, Cadbury Gems, Boost, ACT II Popcorn, TI Cycle's. Positioning as a highly interactive event, she said that cricket was chosen because today's cricketer's are role models for aspiring youngsters. The initiative is targeted at kids as well as the young at heart. The tagline is 'It's a mad game but soomeone's got to play it'. The network hopes that it will make audiences as well as rival channels aware that the toons seek a larger slice of the action pie.

In a move inspired by the ESPN Star Sports show 'Super Selector' the channel invited toon addicts to be 'Super Selectors'. The channel claims that thousands of entries were received in a contest to decide who the captains should be and 450 winners will be given passes to the event. Elaborating further on the strategy, Govindan said that the aim is to blur the line between the real world and the toon world. To achieve this the rules of the game have been tweaked to make it unusual and refreshing. The tie-up with Pepsi involves hoardings where cricketers who appear in the cola's ads give hilarious tips to the toons.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/20/star.jpg?itok=K3XoMVlt
Star Bharat experiments with early morning slot

Star Bharat is all set to experiment with weekend morning slot by launching a three-hour programming band from 5 August.

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/20/nat-geo.jpg?itok=d0gKCXTS
National Geographic’s new show to tell success stories of India’s icons

National Geographic will be coming up with a unique show called Mega Icons which will see the success stories of inspiring personalities of India from different platforms.

Television TV Channels Factual & Documentary
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/20/logo.jpg?itok=kqtvgsLH
Viacom signs deal with pocket.watch for small screen content

Kids’ entertainment platform pocket.watch has raised $15 million in a funding round led by Viacom. Under their agreement.

Television TV Channels Kids
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/20/star-maa.jpg?itok=ILnfHVFv
STAR Maa announces call for entries for a brand new reality show PelliChoopulu

In continuation to give its viewers a unique and entertaining show, Star Maa the most viewed Telugu entertainment channel has announced the call for entry for its upcoming reality show PelliChoopulu.

Television TV Channels Regional
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/20/zee.jpg?itok=hkFiTrEy
Zee Telugu announces auditions for all new season of its legendary dance reality show, Aata Juniors

Aata Juniors, one of Zee Telugu’s most sought-after reality shows is soon making a comeback to the channel and is looking for the final contestants via auditions.

Television TV Channels Regional
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/20/bahu.jpg?itok=oVI8-9Wk
Sony Max pushes its way to most watched Hindi channel across genres

Sony Pictures Network India (SPN) Hindi movies channel Sony Max was ranked second in Broadcast Audience Research Council of India (BARC) weekly list of top 10 channels across genres (across genres list) for week 28 of 2018 (Saturday, 7 July 2018 to Friday, 13 July 2018, week or period under review...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/19/manish_0.jpg?itok=cAX2IDtI
Dangal TV prepares to scale up ambition with new play

When it comes to general entertainment channels (GECs), hitting the sweet spot isn’t all that easy.

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/19/fox.jpg?itok=qeI4K472
Comcast drops bid for 21st Century Fox assets, cedes prize to Disney

The fierce bidding war between Comcast and Disney has finally ended with the former dropping out of the race to gobble up the prized 21st Century Fox assets. Comcast will now shift its focus towards sealing the Sky deal.

Television TV Channels Movie Channels
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/19/manish.jpg?itok=C8nj-8lv
ZEEL elevates Manish Aggarwal as business head of Zee5 India

In a recent development, Manish Aggarwal has been elevated as business head of Zee5 India, the OTT platform of Zee Entertainment Enterprise (ZEEL).

Television TV Channels People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories