Pogo goes for the pre-schoolers

MUMBAI: Cartoon Network seems to have decided to give baby sibling Pogo a programming and promotional push.

Turner International India recently commissioned a NFO study to gauge the impact of televison on pre-schoolers, the kind of programming watched by television and the suitability of specific shows telecast on Pogo. The results are flattering to Pogo. All the four shows, including Barney & Friends, Miffy & Friends, Teletubbies and Franny’s Feet shown on Pogo during the morning and afternoon hours were approved as suitable for young children by eight educators and seven psychologists from Mumbai, Delhi and Bangalore who were chosen for the study.

While the launch of the Tiny TV band targeting pre schoolers started in early 2003 was done following extensive research among mothers of young kids, the present study decided to get the programming ratified by 'the experts' in the field whose opinion would hold weight among decision makers.

The Tiny TV band, which was repeated on Pogo during the daytime, when pre-schoolers form a bulk of the viewerbase, struck home with a loyal following that has grown in the two months that Pogo has been on air, says Turner India research director Pradeep Hejmadi.

"Tiny TV grew bigger on Pogo by virtue of consumer demand (Mothers’& Children) with a fare different from that it presents on Cartoon Network yet sharing fundamental values," says Hejmadi. Consequently, Pogo that built on the Nickelodeon model, including music videos, movies and non animation programmes to woo in children, is now serious about the pre-schooler's eyeballs in the afternoon. This is the timeband which the channel discovered was being shared by the kid with the mothers watching afternoon soaps on mainstream channels. The NFO study found that the kid is often a secondary viewer, being bombarded with adult stereotypes, clutter, fast paced storylines and several negative emotions.

The network is now attempting to position Pogo as a channel that provides the necessary happy, simple to comprehend messages to young children, though Hejmadi insists that Pogo will now cannibalise into Cartoon Network but will only offer mothers and children more choice of kids' shows.

Shows like Barney and Friends is close to the school curriculum, while Miffy & Friends focuses on inter-personal/social skill development, he points out.

Latest Reads
Vivo YouTube campaign saw better response using Vogon

MUMBAI: Chinese smartphone brand Vivo rolled out a digital campaign - ViewTube, giving a new wave to YouTube’s ongoing TrueView Ads. With the launch of its V7 model, Vivo leveraged Google’s Director Mix tool to launch a campaign that offers a unique creative solution to gauge higher viewer...

MAM Marketing MAM
Big Bazaar launches game to promote R-day sale

MUMBAI: Hypermarket chain from Future Group, Big Bazaar, has created a mobile game to promote its mega property, ‘Big Bazaar Sabse Saste 5 Din’. Designed and executed by L & K Saatchi & Saatchi, Big Bazaar’s innovative deal game is set to transform the shopping experience in India....

MAM Marketing Brands
Inito gives anxious couples hope through its new ad

The desire to have children is something that is harboured by millions of couples. But, in the eagerness to do so, many times this whimsical process ends up becoming strenuous and stressful for many. In order to help beat the woes for many such couples, Inito, a medical technology company, has...

MAM Marketing Brands
Vernacular content consumers to be 2.5 times English by 2021: Deloitte

MUMBAI: Deloitte India has launched the eighth edition of its report on technology, media and telecommunications which predicts major advances in machine learning, voice over LTE (VoLTE) technology services and over-the-top (OTT) platforms, apart from other trends.

MAM Marketing MAM
IAA's new initiative seeks to end rigidity in office timings

A new social initiative titled #WorkToLiveToWork has been undertaken by the International Advertising Association’s (IAA) India chapter with Nandini Dias, managing committee member of IAA and CEO of Lodestar India, at the helm. Dias lost two colleagues in separate accidents related to railways...

MAM Media and Advertising People
PVR promotes cleaner air

MUMBAI: Cinema exhibition company PVR Pictures has launched a new campaign called, #BeTheCommuter with an aim to promote clean air and curb pollution.

MAM Marketing Brands forays into furniture

MUMBAI: In a move to further expand its product categories,, India’s first B2B e-commerce platform for hospitality procurements has announced its entry into furniture, fixture and equipment (FF&E) segment.  With over 50 brands and more than 5000 products from across the globe,...

MAM Marketing Brands
Digital will be core of ad budgets by 2020: DAN report

MUMBAI: The increasing penetration of digital media in India is creating huge opportunities for marketers to reach out to untapped audiences in newer ways than before. Marketers are getting innovative with the way they choose to advertise to their audience.

MAM Media and Advertising Digital Agencies
Vodafone brings back the Pug in AR

MUMBAI: Television viewers and spectators at Sunday’s grand finale of the Vodafone Premiere Badminton League broke into impromptu smiles when they realised they had unexpected company.

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories