Mayans got it wrong and thankfully so!
we bid adieu to the Year of the Dragon, India has already
added approx. 30 million children to its burgeoning
population of 330 million kids. Thanks to the growing
population, there has been an explosion in demand for
kids specific products and services, not to mention
their need for entertainment. Hence avenues of entertainment
multiplied and kids TV not only witnessed growth but
also saw new offerings.
childrens appetite to be entertained continued
to be insatiable. Kids broadcasters rose to the occasion
to fulfil this need with tailor made offerings. Animation
continued to rule the roost as it is timeless and transports
children to an alternate world of escapism and fantasy,
which live actions shows are challenged with. The Indian
animation industry came of age with locally produced
content. The highlight has been the development of original
and endearing characters and content like Motu Patlu,
Keymon Ache etc which have made great inroads into the
Action and Value Based shows continued to be the category
drivers. Bollywood went on to have a huge influence
on children, which also got mirrored in the shows. Characters
kept to rule the hearts of kids and were larger than
the channels that carried them. Hence 3-4 shows based
on these characters continued to garner the maximum
continued to shape the buying patterns of their families.
From vacation choices to car purchases to meal selections,
they exerted tremendous power over the family pocketbook.
While kids are almost in- house consultants, marketers
and broadcasters have been very mindful while communicating
8% - 9% genre share, the kids genre is the 4th largest
viewed in CS4+; larger than news and music (the word
Niche used traditionally to categorise the
kids genre should be termed Special Interest).
Within 4-14 years itself, it is the second largest genre
with 23% share, second only to GECs. The 4-9-year-olds
remained being the loyal viewers. 10-14 years remain
the flirtatious/closet watchers. The category viewership
continued to be driven by boys while the girls indulged
in kitchen politics.
many players in the category, over 70% viewership was
concentrated within the top 4 players. Despite all the
fragmentation, the category has grown by 5% CAGR in
the last 5 years.
the kids genre contributes 8% viewership share of the
CS4+, it accounts for a mere 2% ad revenue share. Hence
there is a huge potential for growth and this has to
get corrected over a period of time through rate correction
and non FCT partnerships. While pester power plays a
role in brand purchases (candies, chocolates, biscuits,
toys etc.), the control of the purse strings are still
with the parents. Parents are not the primary audience
for kids channels (while there is co-viewing but the
level of viewer engagement is low) and hence advertisers
are not paying premium dollars.
Entrants - The fragmentation in the kids category
is increasing by the day with over a dozen national
players existing currently. This has led to the viewership
and share of the revenue pie being divided between the
players. The challenge the genre faces is on generating
revenue beyond spots and that is something the category
needs to seriously introspect. Over reliance on FCT
to generate top line and over supply of inventory has
led to spot rates being depressed.
to Kids - Kids as an audience are a tough bunch
to target. They barely consume print and outdoor. A
large chunk of the marketing investment is on BTL activities
such as School Contact Programmes, retail activation
and direct consumer contact using multiple on-round
vehicles which have an extremely high cost per contact.
The wired kid of today is more tech savvy than his parents.
The dependence on the digital and online medium is fast
- Trends & Roadmap
will be a game-changer in 2013. We are already witnessing
the benefits of the 1st phase of the rollout. This has
benefited not only the consumers (more channel offerings
and of superior quality) but also broadcasters.
will give an impetus to special interest
channels and hence create space for broadcasters to
create categories to address specific need gaps, like
Sonic, the Action Adventure channel for boys or Nick
Jr., the play-and-learn platform for pre-schoolers.
Digitisation will go a long way in better ROIs and hence
better business models for television.
across platforms & screens will blur
further in 2013. Content consumption will become
increasingly platform agnostic. Kids content creators
will now make their content and characters available
to kids across platforms, be it TV, Computers, Tablets
Indian animation comes of age and more home grown characters
(not just mythological ones) are developed, Indian animation
will make a mark on the global map as it moves from
being an outsourcing industry to an original content
creator with Shows like Shaktiman, Chhota Bheem, etc.
that can travel overseas.
Touch.Play.Feel mantra will take on a whole
new dimension. Most kids broadcasters will be aiming
to move beyond Television and form a Kids Ecosystem.
Broadcasters may leverage their platform strength and
influential characters to create interesting Entertainment
offshoots beyond television. Consumer Products, Theme
Parks, Retail Stores, etc. may be the next BIG opportunity
let me leave you with the thought that this TG is a
formidable one and will keep the marketers and broadcasters
on their toes. Kids broadcasters will need to continuously
re-invent themselves to stay relevant to this ever evolving
and dynamic bunch of consumers.
will be an exciting year with lots to look forward to.
Wish everyone a very successful and profitable year!