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=Fg82aP0W

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/2017/01/23/rahul-shivshankar%20%281%29.jpg?itok=YLMddtK8
Times' Rahul faces 'India Upfront' from 8pm today

Times Now, one of the most popular English news channels in India, is launching ‘India Upfront' with Rahul Shivshankar’. As the name suggests it is a path breaking new show that will put hard facts – upfront -- for the nation to assess. It will be a 60 minute show Monday to Friday at 8 pm,...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/23/aye-zindgi%20%281%29.jpg?itok=VF3TK-6F
Reinstating optimism in youth, Zing to launch 'Aye Zindagi'

Not often is life kind enough to let you move past errors and start afresh but when it does, we must make the best of it. Chronicling many such stories of human experiences, Zing presents a new fiction show. Titled Aye Zindagi, the channel has roped Rithwik Dhanjani as the host.

Television TV Channels Music and Youth
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/23/rising%20%281%29_0.jpg?itok=ovvXDhDu
'Barbarians Rising', Roman & Barbarian battle on History TV18

A tyrannical empire. 700 long years of battle. History TV18 is all set to take the viewers to a world altering struggle for freedom. The channel will air Barbarians Rising, a story told from the perspective of the tribes named as Barbarians by the Romans. The show is an epic saga of the fall of the...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/23/this-is-us%20%281%29.jpg?itok=-puIFLGy
NBC's 'This is Us' renewed for two seasons

"This Is Us" premiered in September of last year and is already quick on its way to success! The show that airs in India on Star World Premiere HD received a tremendous response internationally and whopped in massive ratings. Now, the show has been renewed for two more seasons.

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/23/Rajeev-Kheror_0.jpg?itok=zu8GaZ4r
Z Living premiering three series in US

MUMBAI: Leading Health Entertainment Network, Z Living is premiering three new series in an all-new primetime programming block kicking off January 2017 in the US.

Television TV Channels Factual & Documentary
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/23/Raj-Kundra.jpg?itok=3ZC1pEBX
CoD: CEO Kundra no longer offers 'Best Deal'

MUMBAI: Prospects of Best Deal TV seemed to be bleak as Raj Kundra, the husband of Shilpa Shetty, who was the CEO of the home shopping channel, has put in his papers.

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/23/BARC%20India-Image.jpg?itok=0E8bNSV8
BARC India mulls client contract review & enforcing opt-out clause

NEW DELHI: India’s TV audience measurement company Broadcast Audience Research Council of India (BARC India) is contemplating a complete review and legal overhaul of contracts it signs with subscribers and also enforcing the opt-out clause mentioned in agreements with an aim to streamline the...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/23/Hamid-Ansari_0.jpg?itok=AnQWConm
Veep: 'Advertorials' and 'response features' edge out editorials today

NEW DELHI: Vice President M Hamid Ansari has said that the media must stand up to fear, seek information and speak out, not hesitating to tell the powers their errors in commission and omission.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/20/hul%20%281%29.jpg?itok=RZX0thii
Online, music cos.enter top 10 TV advertisers list in week 2 of 2017

The first week of 2017 saw an all FMCG hold over the top 10 television advertisers list in terms of ad insertions as per BARC data. The total number of television ad insertions by the top10 brands in week 1 of 2017 (Saturday, 31 December 2016 to Friday 6 January 2017) was 268,323 as per Broadcast...

Television TV Channels Viewership

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories