Turner Networks Asia senior VP, MD Ian Diamond |
Speaking to Indiantelevision.com about the programming strategy,
Turner Entertainment Network Asia's senior VP, MD Ian Diamond said,
"We are splitting the days into three distinct parts. The morning
part is aimed at our younger kids aged two-six - very developmental
based. They are about nurturing the kid and making education a fun
environment."
This is the same strategy that Viacom's kids channel Nickelodeon
has followed in the US and Europe with great success. Its cutting
edge shows are strategised so as to appeal to different kids demographics.
Shows such as Sponge Bob Squarepants have worked brilliantly.
This has certainly been a major factor in Cartoon Network reorienting
its strategy to bring in the Adult Swim Block in the US.
Pogo's aim is the same as what Nick has done which is to create
a world where kids rule. Like Nick, it is looking to put kids at
the centre of its on-air identity. This is clearly visible in the
interstitials which have been created.
Asked about why Turner decided to bring in Pogo, Diamond said,
"We have done a new generation lifestyle study. Animation is the
favourite genre of programming. However there are a number of other
genres that kids like to watch whether it be movies, dramas, comedies.
As we continue to blaze a trail in the kids space we felt that we
needed to offer a better array of genres. Therefore we will be launching
a multi-genre kids television channel Pogo just for India."
"We felt that there were needs being underserved by the Cartoon
Network animation proposition. Cartoon Network plus Pogo we believe
constitutes a complete kids package. We feel that we are pushing
kids TV into the 21st century. Pogo is aimed at kids from the very
young to kids and their families," said Diamond.
Programme Highlights: The Boohbahs which are targeted
at young kids are five atoms of power, light, fun and they travel
in their Boohball around the world from child to child. 15 Countries
including India (Jaipur) are visited throughout its changing title
sequence.
Another show that Pogo will showcase is BBC's The Teletubbies.
Miffy and Friends have proved to be very popular in Europe.
It is a stop-motion animation series about the small everyday explorations
and discoveries of a preschooler. Another show Barney And Friends
has been entertaining and educating children for the past decade.
It is one of the top shows for pre-schoolers in the US.
Diamond added, "From 4-7 pm we will run what will be called Kids
Prime. We will show kids dramas, comedies. From 7 pm onwards
we will be showing family specials. This would include specials
like the Walking With series. This is the world's first documentary
on the history of dinosaurs which we acquired from BBC Worldwide.
The series will also deal with beasts, spacemen. Another attraction
in this slot is an Oscar winner Wallace and Gromit. Wallace
is an eccentric inventor who is first introduced in the movie A
Grand day Out along with his dog Gromit."
"On Cartoon Network we have started airing the animated series
version of the movie Men In Black. Pogo will also follow
suit with the animated version of the television series and movie
Mr Bean. The star of the television series and film Rowan
Atkinson lends his voice to the goings on. There will also be hit
movies like Space Jam. "
The Localisation Plan: "Pogo is something created just for
the Indian market. It is something we are building from the bottom
up in India, Diamond said.
"Right now the content we have is drawn from other sources.
But Pogo provides an excellent platform for us to move forward in
terms of local production at a later date. This will be out of the
realms of animation."
A question arises as to why Pogo is not being launched in any other
country. Diamond replied saying, "India is a unique market in which
we enjoy a very strong leadership position. Research has shown that
it makes a lot of sense for us to diversify in this market in this
manner.
Marketing and Promotions: Diamond refused to provide details
except to say that it would roll out over the next month and that
iiit would include print, outdoor and on-air. Asked if there were
plans to bring other channels from the Turner stable into India
like TCM, Diamond replied in the negative.
All said and done Pogo should drag in the viewers like Cartoon
Network. Of course the irony is that Nickelodeon, from where it
has gotten the basic structure of how it should programme and package
the content for Pogo, has failed to make any real impact in India.
|
