"Our shows are extremely filtered and suitable for kids
and family watching. Children can connect to the characters
readily. Importantly, we carry out monthly initiatives. Even
during exams we had 'Exam Popat' which has kept the TG engaged
to our channel," says Nick India VP and GM Nina Elavia
Jaipuria.
'Kaun
Banega Valentoon', 'April Fool is School', 'Mother's day', 'Masti
Ki Pathshala' and 'Nick Fundoo Superstar with Mandira Bedi and
Saroj Khan' are some of the initiatives that Nick undertook
in these six months.
Movies
like Stuart Little and Dinotopia augmented the
growth.
Kids
viewing seems to have been marginally affected during the period
when the IPL (Indian Premier League) matches were being telecast
live. "IPL must have affected us marginally but not as
much as the examinations have done," says Jaipuria.
Voicing
similar sentiments, Tata says, "Cartoon Network and Pogo
witnessed a 10 per cent growth during the IPL."
The
next two players in the performance chart are Disney and Jetix.
While the former stands at an average channel share of 8 per
cent, the later has managed a share of 5 per cent.
CATOON
NETWORK BECOMES NUMBER ONE IN SOUTH
The
story in the Southern market, however, looks drastically different
from what it was in 2007.
| Channel |
Jan |
Feb |
Mar |
Apr |
May |
Jun |
| Cartoon
Network |
23 |
27 |
26 |
23 |
30 |
32 |
| Jetix |
26 |
26 |
24 |
26 |
24 |
25 |
| Pogo |
20 |
20 |
22 |
24 |
22 |
22 |
| Chutti
TV |
25 |
20 |
21 |
18 |
17 |
13 |
|
Nickelodeon |
3 |
3 |
2 |
3 |
2 |
3 |
| Hungama
TV |
2 |
3 |
3 |
3 |
3 |
3 |
| Disney
Channel |
2 |
2 |
2 |
3 |
2 |
2 |
| Source:
TAM Peoplemeter System Mkt: South Mkt TG: CS 4-14 YRS Period:
1st Jan to 30th June '08 |
Chutti TV has dropped its share every month, ending with an
average of 19 per cent in the first half of this year, down
from 25.83 per cent in the year-ago period.
Surpassing
everyone, Cartoon Network has gone ahead to claim the numero
uno position with an average channel share of 26.84 per cent.
In
the critical southern market, language plays an important role.
Local feed of the channel in Tamil and Telugu has helped Cartoon
Network to grow phenomenally.
"We
are specifically catering to the southern markets with Tamil
and Telugu language feeds and the active viewing day-part of
Cartoon Network is already available in these two languages,
apart from English in the other two Southern states. This has
helped us build strong bonds with kids in South India and provides
us with an opportunity to showcase their favourite programming
in their preferred language," explains Tata.
Cartoon
Network's sister channel Pogo has also remained consistent throughout
these xmonths. Its average market share stands at 21.6 per cent.
"Of
the top 100 transmissions for the first half of the year 2008,
73 have been from Cartoon Network and 4 from Pogo. Our top shows
and characters include Tom & Jerry Cat and Mouse
Full House, Ben 10 and from POGO the movie Krrish,
Chhota Bheem and Mr Bean," says Tata.
Chutti
TV, which ruled the market ever since its launch in April 2007,
has declined to the fourth spot.
Explains
Chutti TV business head Kavitha Zubin, "We are still experimenting
with shows. We will soon secure our position in the top slot."
The
channel is banking on shows like Gloria's House, Me and Mow.
It has also acquired movie titles from Southern Star, Sony Pictures
which will be aired soon.
"None
of our shows are action-based. They are all educational and
apt for family viewing. We have a variety of shows like puppets,
2D, 3D and clay cartoons and these are all educational and for
family viewing," says Zubin.
Meanwhile
Jetix, the action channel from Disney, has stayed consistent
throughout the six-month period with an average channel share
of 25.1 per cent.
The
channel, which also runs its feed in Telugu and Tamil, remained
unmoved from the second spot.
Perhaps,
language disconnect is the reason why Nick, Disney Channel and
Hungama TV feature in the bottom three.
"We
definitely have plans for the southern market but we first want
to consolidate our position in HSM," says Jaipuria.
With
six players fighting it out, there has been no major change in
the ratings ladder. Hungama continues to lead in the Hindi speaking
markets (HSM) while Cartoon Network stays second, according to
Tam data (C&S 4-14 years).
The
southern region, however, has seen a change with Cartoon Network
ousting Chutti TV to take the leadership slot.
Cartoon
Network, the oldest channel in the genre, maintained its second
position. It displayed an impressive lineup of movies as a part
its summer programming, but its channel share dipped in April
and June (See table). 
"In
the summer period (mid-April to mid-June), Cartoon Network and
Pogo's combined shares grew by 14 per cent (from 6 to 6.9 in absolute
terms)," says Turner International India vice president and
entertainment networks South Asia deputy general manager Monica
Tata.