Specials

Kids TV genre needs to expand amid more channel launches

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2017/01/02/Monica-tata-800x800.jpg?itok=RpvjysgF

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/2017/03/25/miptv%20%281%29.jpg?itok=wl-E69cK
MIPTV: Digital fronts to showcase latest programming alongside content creation brands

MIPTV 2017 will put a special emphasis on the new generation of digital content studios aiming at engaging with audiences as part of the Digital Fronts showcase.

Specials Event Coverage Miptv
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/23/Shridhar%20Subramaniam%20and%20Thomas%20L%20Vajda.jpg?itok=c1HuYYXL
FICCI FRAMES: Legitimate screens, stricter laws, best practices for IPR

MUMBAI: A National Intellectual Property Rights policy is a healthy prescription for the creative industry that seeks to provide an enabling framework for monetisation, protection and enforcement of copyright, but this can only succeed if there is robust law enforcement in addition to more punitive...

Specials Event Coverage Ficci Frames
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/23/FICCI_Frames_2017%20%281%29.jpg?itok=bavvvr9c
FICCI Frames 2017: Birth of other mediums cannot kill traditional TV

MUMBAI: The fast changing scenario and the content ecosystem have gone through a significant change over the years and are keeping all the production houses and the broadcasters on their toes. The 'Grammar of the new TV content' on the second day of FICCI FRAMES 2017 was discussed as experts from...

Specials Event Coverage Ficci Frames
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/23/Aranb-goswami-ficci-800x800.jpg?itok=-EJIhzkv
Arnab Goswami: Best time to enter news market when there's no leader

MUMBAI: Whether off screen or on screen Arnab Goswami is a passionate and animated speaker, though some would say he’s given to histrionics. "The best time to enter the (news) market is when there is no leader," Goswami said with his trademark flourish, barely few months after leaving Times TV...

Specials Event Coverage Ficci Frames
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/22/raj%20%281%29.jpg?itok=-NRkQv4f
'Make piracy an economic offence, good cos 'badvertise' too'

Protection and enforcement of copyright continues to remain a challenge for the Media and Entertainment industry. According to estimates, rogue or pirate sites earned 35 per cent more revenues than the Indian Film Industry in 2016.

Specials Event Coverage Ficci Frames
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/23/Brijesh-Singh.jpg?itok=xj2jjHJI
FICCI Frames ’17: Maharashtra to form IP crime unit to fight online piracy

MUMBAI: Well, well. The Indian media industry and the government are finally getting serious about content piracy. After Telangana Intellectual Property Crime Unit (TIPCU), Copyright Force and the government-mandated Copyright Board, Maharashtra state is all set to get Maharashtra Intellectual...

Specials Event Coverage Ficci Frames
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/22/FICCI_Frames_2017%20%281%29.jpg?itok=n-qaHXPv
FICCI-KPMG report: Rural India fuels digital consumption; FTA channels gain prominence

MUMBAI: The ‘Bharat’ story strengthened with expansion of rural measurement in TV and 4G data price wars deepened digital consumption, which were spurred further by mobile Internet and smartphone penetration. While print and films segments were supported by growing demand from the regional markets...

Specials Event Coverage Ficci Frames
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/22/FICCI_Frames_2017.jpg?itok=mUqT5idy
FICCI Frames 2017: Stakeholders feel regulations cripple monetization

MUMBAI: In keeping with the tone set in the morning about the changing scenario as far the political climate and censorship were concerned, every participant was keen to hear what the Government had to say about this on day one of the FICCI FRAMES meet here.

Specials Event Coverage Ficci Frames
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/21/FICCI_Frames_2017%20%281%29.jpg?itok=bnqpprsI
FICCI-KPMG report projects TV sector to reach Rs 1166 bn by 2021

The year 2016 was a mixed bag for the Media and Entertainment (M&E) industry. The sector is projected to grow at a faster pace of 14 per cent over the period 2016–21 with advertising revenue expected to increase at a CAGR of 15.3 per cent, according to a report released today.

Specials Event Coverage Ficci Frames

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories