Specials

Kido-logy: marketers mantra to kids space

MUMBAI: Its kid’s time at FICCI Frames 2005. 'Catch them young' has always been the mantra of brand pundits who are experimenting anything and everything that will market more effectively to kids. And why not, with over one third of the population representing kids there is a huge demand and supply mismatch, which the marketers would like to address. Hungama TV, Animax, Pogo, Nick, and now Disney coming up the war for kid’s space is just warming up.

 

The session will explore the various issues like what type of programming would appeal to kids, how should advertisers create messages that they can effectively market to the kids, how to associate brands with kids and an understanding of children psychology as far as advertising as a medium is concerned?

To discuss these issues will the some of the top honchos of kid’s space like Turner Entertainment Networks Asia's Ian Diamond, Branded TV Walt Disney Asia Nicky Parkinson, Lowe's Sanjai Srivastava and Millard Brown Services' Prasun Basu.

 

 

What makes kids suddenly so attractive as a market?

Children in India constitute 18.7 per cent of the world kids population and one-third of our country’s population is under the age of 15 years. While the UK has over 15 kids channels for less than a tenth of the Indian audience, India has only three foreign kids channels. Also kids are better consumers of advertising. Also their minds are not as cluttered as adult minds and so they can assimilate the message faster. That receptiveness translates into pester power.

In India, the ad spend per year on products meant for kids but purchased by parents, like health drinks, is 12 to 15 per cent of the total Rs 38,000 million.

So, innovative marketing strategies are increasingly targeting kids, directly or indirectly. A growing slew of ads feature kids - think of the Maruti ad with the little Sikh boy, the Hutch ad with the boy and the dog, the LG TV ad with the bespectacled boy, and several Pepsodent ads.

Why reaching kids is different?

Marketing to kids is different as they have certain characteristics, which marketers must keep in mind before creating their campaigns. These are:

    Kids love bright color, characters and songs.

    Children are secondary viewers and are initiated into TV viewing along with their parents.

    Today kids have poor and selective socialisation.

    They believe in Instant Gratification.

    Parents give them professional attention rather than personal attention.

    They have stronger peer bonding vis-?-vis sibling bonding.

    Kids want a lot of power and control over things around them.

    Kids connect with different role models in different part of their lives.

The Kido-logy session is not one to be missed at FICCI Frames 2005.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/20/Elisabetta-Romano_0.jpg?itok=iXTtEynO
Ericsson launching virtualised MediaFirst video processing

MUMBAI: Ericsson has created the foundation for all IP and cloud native delivery models with the launch of Ericsson MediaFirst Management Controller and Ericsson MediaFirst Encoding Live 8.1.

Specials Event Coverage Occasions
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/20/John%20Wastcoat_0.jpg?itok=yOu6Koio
File transfer & global collaboration: Telstra & IBM Aspera team up

MUMBAI: IBM has announced that Telstra has selected IBM Aspera to deliver simple, fast and secure media file transfer capability for Telstra Global Media Network (GMN) over the internet powered by Aspera Files.

Specials Event Coverage Occasions
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/11/Ed%20Chizhikov_0.jpg?itok=RblbrQcC
20 countries enter deals for 360 deg VR content with RT at MIPTV 2017

MOSCOW: RT, the global TV news network, has become a pioneer of 360-degree video format commercialisation by securing licensing agreements for VR content with organisations from across 20 countries. The deals followed an RT showcase in which it demonstrated expertise in integrating panoramic videos...

Specials Event Coverage Miptv
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/17/jiri%20%281%29_0.jpg?itok=fOcUftmf
Comprimato launches post-production video plug-in tools for proxy-free Adobe workflows

Comprimato, a leading provider of GPU accelerated storage compression and video transcoding solutions, has launched Comprimato UltraPix, a simple video plug-in for popular post-production tools. The first release brings proxy-free, auto-setup workflows for Ultra HD, VR and more on any hardware...

Specials Event Coverage Occasions
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/11/Miptv-vr_0.jpg?itok=RhvAvyG4
Channel-defining drama, high-concept format & breakthrough VR drive global alliances at MIPTV 2017

CANNES: MIPTV 2017 provided plenty of drama for the thousands of delegates from over 100 countries in Cannes with a host of high-end projects being brought to market from around the world.

Specials Event Coverage Miptv
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/05/MIPDrama-Latam%20%281%29.jpg?itok=TnKDsvkJ
Globo's unreleased superseries featured at MIPDrama Latam

Globo’s unreleased superseries ‘The Days Were Like That’ was among the 10 productions featured at the first edition of MIPDrama Latam Screenings, held on 3 April -- day one of the 2017 MIPTV.

Specials Event Coverage Miptv
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/06/Rai%20Com%20%26%20Castalia_1.jpg?itok=G0CreVT8
Rai Com & Castalia deal will take All'Opera to LATAM

CANNES: All’Opera, the ambitious programme to bring the best Italian opera productions to cinema audiences all over the world, continues to broaden its footprint, with ink drying on a new theatrical distribution deal for Latin America signed by Rai Com with Castalia Communications at MIPTV. With...

Specials Event Coverage Miptv
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/06/gokel%20%281%29.jpg?itok=lTC8F1CT
Beta Film adds shows to its successful Spanish series slate

After the tremendous success of its Spanish slate of Velvet, Grand Hotel and Embassy, Beta Film is further extending its engagement in the Iberian series sector by boarding two new Atresmedia/Bambu-shows as international co-producer.

Specials Event Coverage Miptv
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/06/beta%20%281%29.jpg?itok=_-Y0VmUM
Movistar+ & Telefonica partner with Beta on first originals

The Spanish telecom giant Telefonica and its premium Pay-channel Movistar+ partner with Beta Film on their first original productions, The Zone and the Velvet-spinoff Velvet Collections.

Specials Event Coverage Miptv

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories