Specials

'Made in India' characters pave way for glocalisation of kids genre: Nina Jaipuria

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/event-coverage/2016/01/19/main%20year.jpg?itok=eMETJGkp

Children are a dynamic audience and their entertainment preferences are constantly evolving. The kids? category in India is therefore reposed with the challenging task of keeping the most dynamic set of audiences constantly engaged and entertained. Over the last few years the most noted shift amongst kids has been an increasing inclination towards local characters that they relate to and can engage with even beyond television. Great story telling based in familiar settings brought alive through elements like dialect and lifestyle have been key to ensuring that children strike a bond with the character. Infusing local nuances that drive familiarity, a sense of belonging and relatability have hence become drivers to creating affinity for local characters. Local content curated from start to finish in India is therefore proving to be the game changer for the kids? genre and has defined the way kids? channels have evolved in India. Unlike the earlier days, today the most popular characters in the kid?s genre are local Indian characters like Motu, Patlu, Chota Bheem, Doggy Don, etc. The warm welcoming of the latest entrant into the kid?s category i.e. Nickelodeon?s very own super-kid Shiva is another example of the love and affinity that kids have for local characters and shows.

With the soaring popularity of these ?Made in India? characters, the genre has further widened its appeal with local character based ?Made for TV films,? thus adding to the engagement and viewing experience for children. Such made for TV films of our popular characters Motu Patlu and Doggy Don of the Pakdam Pakdai gang continue to top the rating charts, emerging as a clear favourite amongst children. These characters are no more just a mere viewing experience for children but have forged a lasting bond with them. These local characters have now become a part of every child?s inner circle as their best friend, role model and confidante.

At Nickelodeon, we truly believe in the power of local content to engage and connect with children. Each of our iconic ?Made in India? characters like Motu, Patlu, Shiva, Doggy Don and Chotu have helped us create great resonance amongst children. We have taken these iconic characters out of television screens into the daily lives of children through on ground events, consumer products, digital games, etc aligning to the evolving consumption patterns of entertainment through various platforms.

Curating local content comes with its own set of challenges. However we are in the business of engaging and entertaining children and have always endeavoured to give them the best of stories, characters and quality of animation. We have thus overcome challenges like escalating animation costs, lack of specialised talent to create good content and scripts by investing in a business model that is a win-win for all stakeholders. It has provided great quality of content for the viewer translating to better viewership for the broadcaster, widespread reach for brands within their target groups and also facilitated interesting and innovative integrations for advertisers. This has also fuelled the growth momentum of the animation industry in India.

Kids are at the core of all we do at Nickelodeon. Curating local content and owning IPs thus enables us to create an ecosystem that amplifies our engagement further. For instance

1. Motu Patlu merchandise like, ride on?s, apparel, stationery and the back to school range have allowed children to make them a part of their inner circle

2. Games of Motu Patlu and Shiva have kept them engaged online and allowed off screen interactivity with their favourite characters. 

3. On ground meet and greets with Motu Patlu, Shiva and the Pakdam Pakdai gang have given children up-close and personal experiences with their favourite toons.

4. Promo licensing partnerships like the latest Motu Patlu promotional pack of Mc Vities biscuits and Yellow diamonds have allowed kids to enjoy their favourite treats with their favourite characters.

These engagement opportunities also provide ancillary revenue streams thus bringing more scale to the entire ecosystem.

With India witnessing a digitisation drive, premium local content has emerged as a key differentiator for the discerning viewers with a wider variety of entertainment choices. Having made our mark in India, this superior local content has also demonstrated great potential and has made an indelible mark in the global animation landscape. We are already seeing instances of this with many of our local animation productions making a global foray. For instance Motu Patlu is now present across five countries, Pakdam Pakdai as Rat-a-Tat has been syndicated across seven countries. Our latest character, the super kid Shiva showcased at the latest chapter of MIPCOM has also received tremendous response and talks of international syndication for our new hero are underway.

The Indian animation industry led by the kid?s entertainment genre is at the cusp of the next echelon of growth where opportunities are galore. High quality of animation, great story telling and engaging ?Made in India? characters are not only capturing hearts and minds in India but also making global in-roads, paving the way for glocalisation of the kids genre. Jai Ho!

(Disclaimer: These are purely personal views of Viacom18 EVP and head - kids cluster Nina Jaipuria and Indiantelevision.com does not necessarily subscribe to these views.)

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/30/vbs.jpg?itok=o0bXTnAc
VBS 2018: New tariff regime dominates discussion on Day 2

The second day of the Video and Broadband Summit started with a keynote speech from Times Network MD and CEO MK Anand where the media veteran shared his insights on how to keep playing when the game itself changes.

Specials Event Coverage IDOS
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/29/VBS.jpg?itok=zbxV30KQ
VBS 2018: Media & entertainment industry leaders address pressing issues on Day 1

Rapid advance in technology and infrastructure, entry of disruptive forces and changes in consumption habits have led the Indian media and entertainment industry to major conversion. The interesting developments are attracting international players to invest in the market, with traditional domestic...

Specials Event Coverage IDOS
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/30/Smita-Ramesh-Anil-Mujeeb-Dadarkar-Pramod-01.jpg?itok=w39az5h3
IRAA 2019 announces appointment of Mujeeb Dadarkar as Awards Director

Indian Recording Arts Academy (IRAA) governing council consisting of Anil Chopra, Founder & Director, PALM Expo and Founder & Executive Chairman, IRAA,Pramod Chandorkar, Founder & Director of Soundideaz Academy and Honorary Chairman of the IRAA Award Committee 2019 and Ramesh Chetwani,...

Specials Event Coverage Occasions
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/28/vbs_0.jpg?itok=6fnJxbZc
Video and Broadband Summit to focus on technology, media and telco convergence

The last two years have witnessed major transformation in entertainment and media industry in India and abroad. Entry of digital platforms, rapid rise in internet users, and disruption in the telecom industry have worked as catalysts. With the emergence of a new media, consumers are getting more...

Specials Event Coverage IDOS
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/31/partners-forum-2018.jpg?itok=32stUU5O
India To Host Fourth Edition of Global Partners’ Forum 2018 in December

This year, India will play host to the largest-ever Partners' Forum on 12th and 13th December 2018 in New Delhi. PMNCH (The Partnership for Maternal, Newborn & Child Health) will bring together 1,200 partners from over 100 countries dedicated to the Every Woman Every Child (EWEC) movement and...

Specials Event Coverage Occasions
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/22/SEPCsangeeta.jpg?itok=jhtLTefb
SEPC pavilion makes waves at MIPCOM 2018

It was indeed a historic moment for India’s content creation, distribution and broadcast industry at this year’s MIPCOM which concluded at Cannes, France on 18 October 2018. More than 300 Indian delegates swarmed the French Riviera village – the largest delegation in the Reed Midem market-cum-...

Specials Event Coverage Mipcom
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/06/avia.jpg?itok=njOnU16F
Casbaa becomes the Asia Video Industry Association

At an Extraordinary General Meeting of members today, Casbaa overwhelmingly approved the adoption of a new constitution and new name.

Specials Event Coverage Occasions
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/07/31/balle.jpg?itok=cQD_OGYf
Wizcraft’s 4th broadway styled bollywood musical stage show comes to kingdom of dream

After a glorious run in Mumbai with over 100 shows, Balle Balle - The Biggest and Craziest Indian Wedding Musical theatrical show, is all set to woo audiences in Delhi NCR.

Specials Event Coverage Occasions
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/07/06/asiasat.jpg?itok=31_HQ_RK
ConnecTechAsia Successful in Bridging the Digital Divide for Governments, Cities and Enterprises with Showcase of Latest Tech and Trends

ConnecTechAsia, the inaugural mega technology event comprising BroadcastAsia, CommunicAsia and the new NXTAsia wrapped up last week after an exciting three days of exhibitions and a summit covering the latest innovations in cloud, blockchain, AI, VR/AR, IoT, robotics, 5G, IP broadcasting, OTT and...

Specials Event Coverage Occasions

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories