Television

"I will pursue CAS as zealously as my predecessor" : Duncan Morris VP,Turner International Asia Pacific Research

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2014/08/20/a_38.jpg?itok=qKnQE0qK

Cartoons are serious business for Duncan Morris. As vice president of research, Turner International Asia Pacific, Morris is responsible for assessing the potential and effect of Cartoon Network on kids in the region, a feat accomplished through a wily combination of analysis of syndicated research findings, TV ratings, and original research studies designed to fuel insight into TV viewing and internet usage behaviour.





Coming into Turner from ACNielsen Media International where he was director of client services, Morris brings with him a rare combination of intuition and groundwork that has helped Cartoon Network leverage its product and make it the number one kids' channel in India. Generations 2002, the second in a series of India specific research commissioned by the channel, is an attempt to marry the interest of the advertiser with the changing profile and needs of today's Indian kid.

India, according to Morris, is a key market for the channel and the widening scope of the study each year to include more parameters validates this claim. He spoke to indiantelevision.com on the sidelines of a media briefing to announce the highlights of the findings of Generations 2002.

Excerpts -

How does Generations 2002 reflect current advertiser profile on Cartoon Network in India? Do the findings substantiate the presence of non children's products advertising on the channel?



There is a mix of both kids' and non kids' products advertising on the channel. Due to the absence of a regular study on which to base their positioning, the number one demand among advertisers and agencies was for the measurement of pester power. Over 25 categories have been included in this year's study to try and get as much products and brands covered as possible.





It is also why we queried the mothers on kids' influence on purchases of products like milk food drinks and durables, which earlier did not require the child's opinion.

How different are these findings from those of earlier years?



We did not expect pester power to rise much from last year, but it has substantially.



Like last year, Cartoon Network continues to lead in popularity among children. This year, we also discovered that mothers too would prefer their kids watching Cartoon Network, apart from channels like Discovery and Animal Planet. This underscores the entertainment and educative value of the channel.

Mythologicals do not seem to figure high on the list of favourites among kids in the survey. Will that deter Cartoon Network from bringing in more programming like the 'Pandavas' and 'Ramayan' that it aired last year? (Mythos rank last among top genres favoured by kids, trailing dance music shows and news shows)



The low ranking of mythologicals among kids surveyed seems to stem more from the lack of availability of good mythos across channels. After we aired 'Pandavas' and 'Ramayan', we noticed a definite heightened rating for the shows as against the same time slots in earlier weeks. So, there is no reason to believe a well produced mytho may not be successful on Cartoon Network in the future.

"We discovered that mothers too would prefer their kids watching Cartoon Network, apart from channels like Discovery and Animal Planet"

Star Plus is the closest competitor to Cartoon Network even among kids as well as among channels favoured by mothers for their children. (Generations 2002 puts Cartoon Network as favourite channel favoured by 46 per cent kids, while Star Plus was favoured by 22 per cent, with Discovery coming third at 5 per cent). How do you view this trend?



Star Plus seems to be watched more by girls than by boys in the 7-14 age group. Also, cartoons rank as the top genre favoured by the children surveyed, as against kids programming which comes it at number five. Most of the programming watched on Star Plus appears to be for family serials, viewing that takes place with the entire family. So, Star Plus isn't really a threat in that sense.

How much of investment is being put into such original research by Cartoon Network in India?



Although I can not give out any figures, India is definitely a key market for us, though this year we have also commissioned a similar study in Australia. All I can say at this juncture is that Cartoon Network's research investment in India is higher than in any other country in the Asia Pacific.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/20/Amazon_NEW.jpg?itok=KI9MRqO5
Amazon most advertised brand in BARC week 41

The Broadcast Audience Research Council (BARC) India has released its data for last week’s top advertisers and brands between 6-12 October 2018. The data is a reflection of top 10 advertiser and brands across genre on Indian television (U+R) : 2+ Individuals.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/20/Marathi_BARC.jpg?itok=DUC_6K8L
No changes in Bhojpuri, Kannada, Marathi segments in BARC week 41

In the Bengali space, Jalsha Movies and Colors Bangla swapped their third and fourth positions in BARC data week 41. No changes were observed in the Bhojpuri, Kannada and Marathi segments. Moreover, Gemini TV and Zee Telugu swapped their second and third positions in the Telugu sector. Flowers TV...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/20/Anil%20Ambani.jpg?itok=4eNnBDRM
Anil Ambani’s Reliance sues NDTV for Rs 10,000 cr for Rafale coverage

NDTV has been sued for Rs 10,000 crore by Anil Ambani's Reliance Group in an Ahmedabad court for its reportage on the Rafale fighter jet deal. The lawsuit is filed against NDTV's weekly show, Truth vs Hype, which aired on 29 September.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/20/Arnab-Goswami.jpg?itok=HTFNEsfj
Republic TV leads English news genre in BARC week 41

Republic TV continued to lead the English news genre as per All India BARC data week 41. No changes were noticed this week in the English business news genre. Aaj Tak maintained its lead across every Hindi news genre for yet another week. Hindi news urban genre remained unchanged. Zee News dropped...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/20/BARC.jpg?itok=z6etjpSh
Star Utsav bags leadership in GEC (U+R) in BARC week 41

Star Utsav and Zee Anmol swapped their first and second positions in the Hindi (U+R) genre in Broadcast Audience Research Council (BARC) data for week 41 of 2018. Star Plus and Big Magic exchanged their eighth and ninth positions in the rural market. Star Bharat and Sony Sab swapped their fifth and...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/19/f1.jpg?itok=bHf3HxgX
Sony Pictures Networks India (SPN) extends exclusive television and digital rights partnership with ABB FIA Formula E championship

Sony Pictures Network India (SPN) will continue to broadcast each round of the ABB FIA Formula E Championship for a further two seasons across the Indian sub-continent - including India, Pakistan, Sri Lanka and Bangladesh.

Television TV Channels Sports
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/19/james.jpg?itok=kJ15Bp4y
James Gough’s innovative idea will be incubated with the intent to prototype it at Formula 1®’s Media & Technology Centre

Formula 1® Managing Director of Motorsports, Ross Brawn, and Mercedes-AMG Petronas Motorsport Driver, Lewis Hamilton, today crowned James Gough the winner of this year’s USD $50,000 F1® Innovation Prize at the FORMULA 1 PIRELLI 2018 UNITED STATES GRAND PRIX in Austin.

Television TV Channels Sports
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/19/flix.jpg?itok=OGsLbI9R
FLIX FIRST SCREENING: &flix makes October spookier with the multi-city theatrical premiere of Goosebumps 2: Haunted Halloween

&flix, the all-new destination for the most-awaited Hollywood blockbusters, brings the much-anticipated sequel Goosebumps 2: Haunted Halloween on Thursday, October 25

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/19/ganga.jpg?itok=rFc6bFbm
BIG Ganga Goes All Out to Delight Its Audience This Festive Season, Launches Engrossing Range of Shows

With the festive season right around the corner, BIG Ganga, the number one Bhojpuri channel in the Hindi heartland

Television TV Channels GECs

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories