Television

Pottermania pushes up Pogo ratings

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MUMBAI: Harry Potter has managed to recreate his magic for the small screen as well. The first of the Potter series, Harry Potter and the Sorceror's Stone aired on 28 May helped Pogo to increase its viewership by nine times over the previous week. The film also helped Pogo to outshoot other English movie channels' viewership in May, the channel claims.

The new sibling to Cartoon Network reaped rich dividends from getting the satellite rights for the Potter movie, by becoming the channel with the most watched English movie in May across all channels, in C&S, 4 14. According to Cartoon Network, the movie was a hit amongst kids and families, ranking number two, among all individuals 4+, C&S.

Pogo, claims Turner India, ranked number one rank in average time spent, per viewer, ahead of the leading channels in five popular genres, quoting Tam data for May, in 4+ C&S. Pogo viewers spent 39 per cent more time with the channel than the respective viewers of HBO and 46 per cent more than viewers of Star Movies. Pogo's time-spent-viewing per-viewer was also considerably higher than the equivalent measure for MTV, Star World, NDTV 24X7, and Discovery, claims Turner.

The specially created summer holiday Friday movie franchise, May Movie Magic, seems to have paid off for Pogo. The franchise that included movies like Willy Wonka and the Chocolate Factor, The Wizard of Oz as well as Harry Potter and the Sorceror's Stone, delivered a four fold increase in ratings when compared to the average for the same Friday daypart in April.

The channel had launched a comprehensive promotional campaign addressing three key target groups consumers and trade (broadcast and advertisers) to promote Pottermania in India. The key elements of the marketing plan included cross channel promotions; print advertising in all leading dailies, trade magazines as well in kids specific publications; billboards and mobile vans across Mumbai, Bangalore and Delhi. Email alerts to Cartoon Network website members and a viewer contest completed the campaign.

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