with an under-indexed ad market and audience fragmentation
due to entry of new players, kids TV broadcasters found
hope in cable TV digitisation towards the end of 2012.
Particularly encouraging was the launch of preschool
channels, a segment that existed only as programming
blocks and was looked upon as commercially unviable
of the four channel launches, two were in the preschool
segment. The launch of Disney Junior and Nick Jr, in
fact, marked the beginning of segmentation in the hyper-competitive
kids TV genre.
other two launches were equally significant as it marked
the entry of both Discovery and Zee. Zee Entertainment
Enterprises Ltd (Zeel) plans to invest Rs 1 billion
in the edutainment channel, ZeeQ, over a period of five
Discovery Kids, ZeeQ and the other two new channels,
subscription is going to be the main business model.
The existing kids channels, in contrast, are heavily
dependent on ad sales where subscription revenue is
still very small and licensing and merchandising negligible.
the four, three excluding Discovery Kids have been launched
only for digital platforms. The launch of ZeeQ, which
has been positioned as an edutainment channel, has completed
Zeels bouquet that virtually covers every genre.
is expected to bring down carriage fees that has been
a bane for a lot of broadcasters and bring in the much
needed transparency of the subscriber base declared
by the cable TV operators. Broadcasters expect their
affiliate revenues to jump in the medium-to-long term.
will allow us to try focussed segmentation which we
could not have done in analogue cable TV environment.
Today in digital, we can segment as much as we can.
Carriage payouts will no longer be a deterrent and pay
revenues can only grow. So we are all riding the wave
of digital right now and hoping that while we cater
to need gaps, we also make business sense, Viacom18
EVP & business head Kids Cluster Nina Elavia
Jaipuria had told Indiantelevision.com in an earlier
Disney UTV executive director and Disney kids
network business head Vijay Subramaniam, The timing
(of Disney Juniors launch) was an important consideration
as digitisation is a very effective way to bring such
a high-quality channel to be made available in market
to the consumers.
feels that with digitisation segmentation will only
become clearer as it already existed in different forms.
If you look at the landscape segmentation already
exists with digitisation it will become clearer and
quality of reception will become a constant, he
the right noises made about digitisation and the possible
benefits that it would bring for the industry, British
pubcaster BBC surprisingly shut its kids channel Cbeebies.
an interview to Indiantelevision.com, BBC Worldwide
Channels, Asia senior VP, GM, Mark Whitehead had cited
the uniquely challenging pay TV market in India
and the delays to digitisation as the prime reasons
for shutting Cbeebies along with BBC Entertainment.
had also confessed that running an ad free channel like
Cbeebies is unviable as advertising is currently a major
source of revenue for pay TV channels in India.
difficulty faced by BBC in running an ad-free channel
is not lost on Indian kids broadcasters. Though ad-free
in the initial stage, both Disney Junior and Nick Jr.
will have ads going forward. They will, however, be selective about the ads that they carry on their respective channels.
may consider hybrid sponsorship model in stage two from
12-24 months from now, avers Subramaniam.
ZeeQ, which is a bi-lingual channel targeted at 4-14
kids, has a strict ad policy to avoid ads that promote
will mean that broadcasters will not be at the mercy
of ad revenue, which is currently the mainstay for most
children channels. With the kind of pester power that
these channels enjoy, the broadcasters sense an opportunity
to exploit in a digital era when brand loyalty will
come into play.
from the business model correction that is expected
to happen with digitisation, the kids channels will
also get enough headroom to experiment with content
by trying their hands at new genres. Developing locally
relevant content will be foremost on the minds of most
and ad scenario
the genre grew at 4 per cent to reach 616 GRPs till
week 40 of 2012, it still bettered the previous years
performance of two per cent growth. In 2010, the genre
grew at a whopping 13 per cent which remains the best
year for kids broadcasters over a five-year period since
ad market for the genre is Rs 2.5 billion and has room
for fast growth as the market is under-indexed. It is
expected to grow at 10 per cent year-on-year as new
advertisers make efforts to reach out to kids.
the kids genre contributes 8 per cent viewership share
of the CS4+, it accounts for a mere 2 per cent ad revenue
share. Hence there is a huge potential for growth and
this has to get corrected over a period of time through
rate revisions and non FCT partnerships, avers
push and movie airings
broadcasters continued their push towards localisation
with Nick taking the rights of Reliance Animations
animated show Shaktimaan while Pogo continued to build
its favourite property Chhota Bheem.
In continuation of its strategy to push local live action series, Disney
aired new seasons of Best of Luck Nikki and The
Suite Life of Karan and Kabir. The channel is betting
big on live action notwithstanding the skepticism surrounding it.
Kids launched its first local production, Mystery Hunters
India, as part of its localisation strategy for the
whose content is being looked after by Zee Learn, has
several local shows under its belt including Teenovation,
Wordmatch, and Brain Café. Additionally, it had
also acquired the rights for 26 episodes of Amar Chitra
Katha (ACK) from Ideas Box Entertainment.
year saw the theatrical debut of Nick Indias local
character Keymon with Keymon Ache & Nani in Space
Channel premiered its first made-for-television live
action film Luck Luck Ki Baat and is planning to air
more such made-for-tv films in future.
continued to treat its viewers with Chhota Bheem movies
like Chhota Bheem aur Hanuman, Chhota Bheem: Dholakpur
to Kathmandu, Chhota Bheem & the Curse of Damyaan,
Chhota Bheem: Master of Shaolin and Chhota Bheem: Mayanagri.
channel also premiered its first live action movie Bhootraja
Aur Ronnie followed by another one called Chatpat
kids used to consume five or six shows. Kids viewing
habit has changed now as they are consuming one, two
or three shows on a channel. Across channels you will
find that two-three shows are driving viewership,
says Turner International India South Asia Director-Content
to Desai, kids also prefer humour content as opposed
to action and adventure. The thing with live action
is that you are competing with 100 other channels which
may not be targeted at kids but they still get watched.
So if its a good live action show, they will watch
it for a few times. But since they are kids channels,
they thrive on repeats also, Desai says.