Specials

Kids TV genre needs to expand amid more channel launches







Kids TV genre needs to expand amid more channel launches


Ex-Turner International India GM, Entertainment Networks, South Asia Monica Tata


(12 January 2013)


The media and entertainment (M&E) industry comprises several powerful vehicles – many of which are much older than television. But it is television that commands a place of pride in the business pecking order. Today, television is estimated to account for almost half of the Indian M&E revenue and is projected to be over twice the size of print media by 2015.


The kids entertainment industry although largest in viewership after general entertainment channels (GEC), saw a year like none before. The viewership pie of this genre grew by a meagre 4 per cent over 2011 but the industry saw the entrance of four channels.


With more channels in the market, the industry waited with baited breath for the overall genre to grow. But after two launches and no growth by the third quarter of 2012, competition became more aggressive. Now, as we come to the end of the year with two more channel launches, the need to expand the genre becomes dire. It has truly been a year of more of less with more channels fighting for a small share.


In an effort to grow the pie, an interesting move by broadcasters this year has been to target younger kids with preschool channels. In the year to come, the performance of these channels will pave the way for other competitors to consider investing in this new demographic of television audiences.


Personifying ‘more of less’ has been the consumption habits of kids. Over the year, a prominent trend that has emerged has been that kids prefer watching more of fewer shows as opposed to watching a bouquet of shows. It is for this reason that shows like Chhota Bheem and Doraemon dominate 60-80 per cent of their respective channel schedules and have emerged as iconic characters amongst kids.


2013 – The year of plenty


The upcoming year brings a lot of hope for broadcasters of the kids genre. With the first phase of digitisation complete, it will be interesting to see the level of set-top box (STB) penetration thereby determining reach of all genres including kids. Digitisation will also determine the effectiveness of the current revenue model. The current advertising driven model under-values and under-prices the kids genre. With a subscription based revenue model, broadcasters will hopefully receive a fair share of the revenue pie. The need of the hour, however, is to go beyond television and explore revenue optimisation from online, mobile and licensing and merchandising as well.


However, to keep the kids engaged in today’s world, the content needs to be even more engaging and relatable. Simplicity of storytelling and relatability of characters need to continue as focus from the content point of view.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/09/20/MIP-China.jpg?itok=73c7e-XP
MIP China Hangzhou to be held in May next year

PARIS: Reed MIDEM, the organiser of MIPTV/MIPCOM, has launched MIP China Hangzhou, the first ever MIP in China. The new event is designed to foster content development between Chinese and international production companies, as well as provide an intensive educational forum for Chinese media...

Specials Event Coverage Mipcom
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/09/15/IBC.jpg?itok=zTlTqOz4
IBC 2016 scores another triumph

The 49 th edition of IBC 2016 held at Amsterdam’s RAI convention centre between 8-13 September 2016 resulted in streets, hotel lobbies, trams, restaurants, bars, cafes, and even the infamous red light district brimming over with techies and business executives.

Specials Event Coverage IBC2016
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/09/12/Untitled-1_25.jpg?itok=XPZeOsEn
Ang Lee and the art of 4KHD 3D 120 fps film-making

Ang Lee is an auteur par excellence. His films Crouching Tiger Hidden Dragon and The Life of Pi bear testimony. Lee is open to pushing technology to mount a magnificent tale. Lee was at the IBC here to talk about his latest film Billy Lynn's Long Halftime Walk.

Specials Event Coverage IBC2016
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/31/Kelly-Humphries_0.jpg?itok=Ex0m4AAp
IBC to Honour NASA at IBC2016 Awards

MUMBAI: IBC announced that it is to give one of its highest awards, the Judges’ Prize, to NASA. Celebrating the achievements of one of the world’s most well known brands, the award will be presented at the ceremony held on Sunday 11 September at the RAI, Amsterdam. NASA’s contribution to the...

Specials Event Coverage IBC2016
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/29/Untitled-1_0.jpg?itok=5URGgsr-
Digital is nothing, says Havas Media’s Tom Goodwin

Tom Goodwin is not happy with the way marketers have abused the word ‘digital.’ In fact, he doesn’t want the word to be used at all. To the roomful of marketing enthusiasts gathered at Zee MELT 2016, who anticipated a lecture on cutting edge technology and the disruption it brings to the brand...

Specials Event Coverage Occasions
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/29/Untitled-1.jpg?itok=8o74_RE1
Ads low in print with greater customer feedback in digital mediums

There was a growth of forty per cent in advertising in the United Kingdom in fifiteen years from the turn of the millennium, but the the print medium saw a fall of 65 per cent in advertising in the same period.

Specials Event Coverage Occasions
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/27/better-roi.jpg?itok=2feqWDcy
Introducing digital measurement is more a political hurdle, than technical

NEW DELHI: Who is afraid of the yardstick, and an authentic one? The digital media has been a victim of many a misnomers. "Easily measurable" media, for example. The assumption stems from advertisers taking their campaigns' 'views' or social media numbers at face value, and not questioning agencies...

Specials Event Coverage Occasions
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/27/Untitled-1_5.jpg?itok=TITHdaW0
Six principles vital for acceptance of branded content: Vanessa Clifford

NEW DELHI: It’s the business of consumer connect, realistically. Noting that there was a dearth of good branded content and the British media invested 350,000 pounds sterling towards that every year, Newsworks deputy chief executive Vanessa Clifford said the aim should be to provide value to the...

Specials Event Coverage Occasions
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/27/CVL%20Srinivas.jpg?itok=wh93_KFz
Ten commandments for agencies to stay in business: GroupM's CVL Srinivas

MUMBAI: It was hard hitting, the way CVL Srinivas began his address at Zee MELT 2016. With a satirical audio-visual titled ‘The Last Agency On Earth’ (2010), the GroupM south Asia CEO laid down the fundamentals of the ‘change or perish’ ecosystem today’s agencies exist in; bringing down the media...

Specials Event Coverage Occasions

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories