Television

Turner targets 11% ad growth from CN, Pogo

MUMBAI: Recession is hitting kids channels and advertising growth will be under pressure, says Turner International India vice president and deputy general manager - entertainment networks, South Asia Monica Tata.


Turner, however, hopes to maintain the 11 per cent ad growth in 2009 from its two channels Cartoon Network and Pogo, which dominate the kids TV space, with a thrust on brand value propositions to advertisers.


Turner will also focus on upping licensing and merchandising revenues which accounted for 10 per cent of the kitty in 2008.


"We posted a 11 per cent ad growth in 2008 from our kids channels. Our efforts will be to grow at the same speed in 2009. We are also looking at exploiting our products through licensing and merchandising. We see an opportunity particularly in promotional licensing,” says Tata.


The kids TV market is pegged at Rs 1.5 billion, a major chunk of which is parcelled out to Cartoon Network and Pogo. Walt Disney Company, which acquired local channel Hungama to shore up its market share, is the next biggest revenue earner, followed by a resurgent Nick.


The global economic meltdown has made clients and advertisers cautious about their ad spend. "We are countering this through our marketing initiatives and are adding value to our clients and their products," says Tata.


Kids channels are already under pressure to move to quarterly deals with big advertisers. Admits Tata, “Many of our clients, who earlier were open to signing annual deals with us, are now looking at quarterly agreements. Hence, we are looking at creating brand value for our advertisers and marrying them with our products for various marketing initiatives.”


Turner is also planning to expand in the areas of localised animated content, film production, and syndication exploitation. For Cartoon Network, the focus will be to increase Indian animation content.


Says Tata, “We have 20 Indian animation shows/features playing on CN and they have really worked well for us. Our 2009 focus will be to expand on Indian animation content for CN.”


Pogo’s focal point will be to expand their original production. “Pogo has approximately 200 hours of original content. We aim to scale that up,” says Tata.


A part of the growth plan is to ignite the film production business. In 2008, Turner had announced that it would pump in multi-million dollars to establish a production unit which would make animated and live action films for theatrical release.

"We are in talks with various local filmmakers and hope to finalise deals this year," says Tata.


Turner‘s strategy is to release the kids films on theatres and then funnel them into the two channels. "We can create TV series by developing some of the popular characters from the films," says Tata.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/21/Jennifer%20Zaldivar-Clark.jpg?itok=CS2eHKz9
Viacom expands Zaldivar-Clark's role as Paramount SVP - talent

MUMBAI: Viacom Inc. has announced the appointment of Jennifer Zaldivar-Clark as the senior vice president of talent for Paramount Network. In this expanded role, Zaldivar-Clark will oversee Paramount Network’s newly formed talent function and will continue to serve as the SVP of Talent and...

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/21/Sandeep%20Gurumurthi_2.jpg?itok=ZejRgvl6
Strong economic logic underpins several events, says Gurumurthi, as ET Now adds new viewer category

Times Network’s business news channel ET Now recently added general news to its coverage. It has broadbased itself in an attempt to offer holistic news for business, hoping to shape the discourse of politics, governance, technology, markets, business and economics in India. The strategy, as Times...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/20/natgeo-dd.jpg?itok=8e3wWIqm
Discovery-like Doordarshan channel recommended to environment ministry

MUMBAI: Doordarshan’s experiments with specialised channels aimed at various sectors did not see the outcome on expected lines. It may, however, come up with a 24×7 channel dedicated to an issue. The third National Wildlife Action Plan (NWAP), effective till 2031, has recommended setting up 'DD...

Television TV Channels Terrestrial
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/19/Sunita_Uchil_0.jpg?itok=xmMsZu2i
Zee Content Hub originals slate for DISCOP SA: First Indian-African drama, lifestyle and factual programmes offered

MUMBAI: Global Content Hub by Zee – the syndication division of Zee Entertainment Enterprises Limited (ZEEL) -- announced its new, original programmes for licensing at the upcoming DISCOP market, in Johannesburg on 25-27 October. Highlights of this year’s portfolio include the new Indian/African...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/18/kids.jpg?itok=NRJKgGmR
Kids channels ensure strong lineup for Diwali season

Kids channels will hope to grab more eyeballs during Diwali, which also happens to be vacation time for most schools.

Television TV Channels Kids
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/18/leela.jpg?itok=A8io70Ro
Sony Yay! associates with 'Animals Matter To Me' to make this Diwali ‘Pawesome’

Animals play an integral role in our lives, always showering us with love no matter what. However, in return we humans rarely reciprocate their love.

Television TV Channels Kids
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/18/purie.jpg?itok=FVJ9-hkm
India Today's Purie says new vice chairperson Kalli has ability to straddle edit and biz functions

India Today Group, which runs news channels -- India Today and Aaj Tak, on Tuesday, named Kalli Purie as the vice chairperson.

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/18/zarbi.jpg?itok=nnbWTo_-
How to build wealth, invest safely: BTVI Conclave telecast tonight

BTVI, an English business news channel, hosted an on-ground version of their successful investment knowledge show Call BTVI. The on-ground ‘Call BTVI Conclave 2017’ saw eminent personalities coming together to articulate their views on the Indian financial market. Tune into BTVI to catch the Call...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/18/aparna.jpg?itok=z2yDrydV
Sony Pictures Television signs first output feature film pay TV deal with ZEEL

Zee Entertainment Enterprises and Sony Pictures Television (SPT) have announced that the duo has entered into the first pay features deal.

Television TV Channels GECs

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories