Sun's Chutti TV targets 25% ad growth in 2010

MUMBAI: Sun TV‘s grip down south extends beyond general entertainment audiences. The two-year-old kids channel Chutti TV has grabbed a 60 per cent share in Tamil Nadu while global brands Disney XD and Cartoon Network are fighting hard to crack that market with their localised versions.
No wonder Chutti TV is going to ride the recessionary year with a 16.24 per cent growth in ad revenue, the highest for any kids network in India. Though at a lower revenue base, the channel is eyeing a 25 per cent ad revenue growth for 2010.                 Says Chutti TV head Kavitha Jaubin, "We are going to post a 16.24 per cent increase in our ad revenues this year compared to 2008. And as we anticipate 2010 to be a fairly good year, we are targeting at a 25 per cent jump next year."

Advertisers find Chutti TV an important vehicle to reach kids in Tamil Nadu, provided it comes at the right cost. Says Starcom executive director, India-West Nikhil Rangnekar, "When you are dealing with a monopoly channel, the scope for negotiations is always that much lower. By and large, advertisers are happy with Chutti TV‘s performance."

Chutti TV‘s stranglehold in the market allows it to continue with its annual ad deals while big advertisers, hit by the global downturn, have moved to quarterly deals with the other kids broadcasters.

Says Jaubin, "We have, on a consistent basis, been making yearly deals with advertisers which have worked well for us."

Agrees Rangnekar, "Unlike other channels in this space, Chutti TV would have seen growth since brands targeted at kids haven‘t really lowered their ad spends in 2009."

It is pertinent to note here that apart from being the first in its genre, what has contributed most to Chutti TV‘s viewership is the language connect that it has created with audiences and a well-established distribution network.

Explains a top executive from a national kid‘s broadcaster on condition of anonymity, "Being a complete 24-hour Tamil channel in the kids space, Chutti TV has established a direct contact with the audiences, which has helped the channel to grow in viewership. Also, being part of the Sun Network, the distribution of the channel is extremely fertile in Tamil Nadu." 
Besides upping its ad revenues in 2010, Chutti TV will also focus on its content licensing segment, continuing to buy properties that click with its audiences.

Says Jaubin, "Chutti TV has been consistent in procuring shows, delivering to the channel revenues. Some of our recent acquisitions include Heidi- the renowned classic, Zeke‘s Pad - a new age series based on technology and a teenagers fantasy, Super Why? - an interactive content that is on air on PBS kids, USA, Franny‘s Feet - a fantasy story of a little girl, amongst others."

The channel, which has so far used licensed international content across edutainment, humour, fantasy and action genres, is also looking at sourcing localised content and entering into co-productions.

Says Jaubin, "We are looking at localized content and co-productions, provided we have a good script and commercial feasibility."

So, with Chutti TV occupying 60 per cent of the viewership share, is there a scope for new players to enter the zone?

Answers Rangnekar, "With the right content and distribution/placement, new channels should enter this market as there is just one large competitor to target. This might be easier than entering an already fragmented market where there are two or three channels close to each other and it becomes difficult to target any one channel specifically to get viewership."

Meanwhile, Nick, which has stopped syndicating content to Chutti TV, is all geared up to speak Tamil and Telugu in the next few months.

Says Nick India VP and GM Nina Elavia Jaipuria, We have already begun working on our distribution process down South and will be available in the local languages in the next 2-3 months."

Latest Reads
TLC firmly establishes itself as a clear leader in lifestyle genre with 24% upswing in ratings

TLC, leading lifestyle channel from Discovery Communications India, soared to the top of Lifestyle genre with a 24% increase in ratings according to the latest BARC data*. TLC secured 8640 impressions ‘000 in week 11 as compared to 6972 impressions ‘000 in Week 10. The upsurge in ratings is...

Television TV Channels Factual & Documentary
Balaji Telefilms appoints Jyoti Deshpande as non-executive additional director

Balaji Telefilms has appointed Jyoti Deshpande as the non-executive additional director. The appointment, which was approved following a circular resolution by its board on 22 March, is in compliance with share subscription agreement entered into between Balaji and Reliance Industries Ltd (RIL) on...

Television TV Channels People
Aaj Tak relaunches 'Seedhi Baat'

MUMBAI: TV Today Network has relaunched its big-ticket Hindi show Seedhi Baat. The show will be hosted by Sweta Singh, news anchor and executive editor of special programming at Aaj Tak. The first episode of the show, which  will air at 8 pm on 24 March, will feature BJP president Amit Shah as the...

Television TV Channels News Broadcasting
Dsport tops BARC ratings with Nidahas Trophy viewership

MUMBAI: Dsport, which launched last year in February, became the top ranked sports channel according to Broadcast Audience Research Council (BARC) all-India data in week 11. Rishtey Cineplex attracted a big chunk of the Hindi-speaking audience while competing with pubcaster DD Sports.

Television TV Channels Sports
Zee TV’s ‘Ishq Subhan Allah’ year’s second highest weekday fiction launch across GECs

Zee TV recently put the spotlight on Triple Talaaq with its new fiction show Ishq Subhan Allah introducing viewers to the turbulent love story of Zara (Eisha Singh) and Kabeer (Adnan Khan) – an Islamic couple dealing with the issue first-hand. Raising pertinent questions about women having a say...

Television TV Channels GECs
&Privé HD’s Unforgettables at 9 property celebrates movies that have left an indelible mark

There are some movies that become a part of your life and you can’t help but watch them over and over again. There are some characters that reveal a hidden element of yourself that results in an instant connection. &Privé HD’s property ‘Unforgettables at 9’ brings such classics every Monday to...

Television TV Channels English Entertainment
Living Foodz raises a Toast to India’s finest restaurants, night

India’s premium lifestyle channel, Living Foodz organized the second edition of Epicurean Guild Awards at an evening which saluted the game changers in India’s fine-dining, nightlife and lifestyle entertainment space. Held on March 22 at Sahara Star, Mumbai, the event was curated by Chef Manu...

Television TV Channels English Entertainment
Zee Anmol regains top Hindi GEC spot across genres

BENGALURU: Zee Entertainment Enterprises Ltd’s (Zeel) free-to-air (FTA) Hindi GEC Zee Anmol has returned to second place in Broadcast Audience Research Council (BARC) list of top 10 channels across genre in week 11 of 2018 (Saturday, 10 March 2018 to Friday, 16 March 2018). The numero uno position...

Television TV Channels Viewership
Emerald Media buys minority stake in Global Sports Commerce

MUMBAI: Emerald Media, the Pan-Asia company backed by global investment firm KKR, has acquired a significant minority stake in sports technology and management company Global Sports Commerce (GSC) through a combination of primary and secondary investments.

Television TV Channels Sports

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories