Turner spruces Pogo to meet competition

MUMBAI: It's time to gear up for competition, existing and imminent. Pogo, the five month old children's channel from Turner, is ready with phase II of its programming.

Pre-production of five half hour live action shows has already commenced, and the channel has sounded out seven domestic production houses for concepts for original shows. According to Turner International India MD Anshuman Misra, a crack team of professionals to oversee the creative work has already been put into place.

Among Pogo's ambitious localisation initiatives is a decision to ramp up its languaging options, dramatically increasing Hindi on the channel. By the end of 2004, 80 per cent of Pogo's programming will be in Hindi. Currently, Pogo offers two hours of Telugu, but is eyeing Tamil as well.

Pogo, according to Misra, will also introduce an Indianised version of one of the non animated and internationally produced shows already on air on Pogo, and is looking to partner with Indian production houses to remake the show with local talent.

Claming a reach of 15 million cable and satellite homes in India, Pogo has gone a notch higher programming wise by announcing its decision to launch Prime Pogo, a two and half hour block on Fridays that will be anchored by 24 year old Niall Sadh and 22 year old Nisha Lalvani.

Prime Pogo will have its curtain raiser on 28 May, the day the first major acquisition by Turner for Pogo, Harry Potter and the Sorcerer's Stone, is telecast. Turner has invested heavily in promoting Potter mania, through cable channels, kids' publications, billboards, emails through kids' databases as well as below the line activities like flyer s in cinema halls and a contest that allows the winner a chance to visit England.

The Pogo model, according to Misra has worked well in the first few months of its existence, by garnering a reach of 15 million households to Cartoon Network's 18 million. Derived loosely from the internationally successful Nickelodeon format, Pogo is now flexing its muscles to take on Nick in India, which too has risen from slumber and is armouring its arsenal.

Misra says he would welcome competition, claiming it would help grow the market. For now, of course, he says Pogo's the way to go.

Latest Reads
Prepare for three months of fireworks as COLORS SUPER premieres Bigg Boss Kannada – Season 6

Television viewing has never been the same, since the introduction of reality programming kingpin

Television TV Channels Regional
Star Bharat brings Kaal Bhairav Rahasya 2 with a new mystery

India has had age old history associated with myths legends folklore and one of the biggest myth has been that of the curses.

Television TV Channels GECs
Industry Honchos Uday Kotak, Rajnish Kumar and Kalpana Morparia come together to identify the winners of IBLA 2019

CNBC-TV18’s most-awaited marquee property, The India Business Leaders Awards will be conducting a jury meet along with an informative and insightful panel discussion on Today at Trident BKC, Mumbai, 2:30 pm.

Television TV Channels News Broadcasting
News18 India Unveils Two New Shows- “Ye Desh Hai Humara” and “Akhada”

Ahead of the upcoming assembly elections in 5 states including MP & Rajasthan and general elections next year

Television TV Channels News Broadcasting
Zee Telugu Announces World Television Premiere of Allu Arjun starrer Naa Peru Surya

Filling this weekend with patriotism, action and drama, Zee Telugu is here with a world television premiere movie of a young man discovering himself while finding the right balance between serving his country and overcoming the hurdles thrown at him due to the power struggles in place.

Television TV Channels Regional
BTVI endeavors to increase financial literacy across India through Money Mantra

Business Television India (BTVI), India’s Premier English Business News Channel, introduces a multicity initiative - Money Mantra which is an effort to expand the financial awareness and literacy by bringing together, personal financial experts and mutual fund experts close to the common man and...

Television TV Channels News Broadcasting
Rural markets drive Hindi GEC FTA channels

Hindi GECs or general entertainment channels draw some of the largest eyeballs across India. “My aim is to get that extra tear from the housewife’s eyes during primetime. I want to keep her riveted to my programmes, to my channel,” the head of a cluster of channels in South India once said.

Television TV Channels Viewership
Sony Marathi banks on fiction to be market leader

Regional is the hot new space for broadcasters and they have taken big bets on vernacular languages to garner higher ratings. Sony Pictures Network India (SPNI), which already has its presence in the Bengali space, saw the potential in Marathi market and made a move to launch its channel on 19...

Television TV Channels Regional
Zee Media gets permission for 4 regional news channels

After a long tenure of being strict in awarding channel licenses, the Ministry of Information and Broadcasting (MIB) has finally become lenient. In the month of September, eight new channels received licenses while none saw their licenses cancelled as on 30 September 2018.

Television TV Channels News Broadcasting

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories