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| indiantelevision.com's Breaking News |
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| Cartoon Network's kids' study to be
out in Feb |
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Indiantelevision.com
Team
(21 January 2003 6:00 pm) |
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| MUMBAI: Findings of Generations 2002, the
study on media consumption habits of Asian children, with particular
reference to Indian kids are likely to be released by the middle of
February. |
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| Conducted annually by Cartoon Network, the
study this year has, apart from the pester power of kids in the region,
also focused on specific brands along with general categories of products,
the consumption of which is decided by children. According to Turner
VP research Duncan Morris, the study conducted by NFO for Cartoon
Network will also include a few categories that are mainly consumed
by adults, but the purchase of which is being increasingly influenced
by kids. While all the major metros have been included in the study,
as in the past, an attempt has also been made this time to include
the second tier of towns and cities which make for urban India. |
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3000 odd children were studied during the survey, spread
over the latter half of 2002. While last year's study had indicated
that kids influence the purchase of all consumer durables, both in
the choice of brand and features, Morris says it would be interesting
to note the alterations in kids' behaviour wrought over the last one
year. Citing another NFO study conducted in August 2002, Morris says
that the channel has moved from being the seventh to being the second
in terms of national channel share and that average ratings have doubled
since 2000.
Morris claims an estimated 157 million in the 0-6 age group watch
Cartoon Network, a finding that has prompted the channel to launch
the daily three hour block dedicated to the 2-6 target group, Tiny
TV. The study that prompted the launch of Tiny TV was conducted in
Mumbai, Delhi and Chennai, after conducting exhaustive research among
focus groups, comprising mothers of 3-6 year olds.
The study, says Morris, showed that television contributes to conflict
between mother and the pre-schooler child only when its affects a
mother's primary concern areas, which could range from interference
in studies to general disobedience. |
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