Television

Kid’s genre: More than a child’s play

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2014/06/25/hnfn.jpg?itok=Z4N4H8cf

MUMBAI: A laugh riot for both children and adults alike, the animation genre has evolved through the years along the societal and cultural expansion.  

Once seen as a thing of leisure has transformed into serious business thanks to legends like Walt Disney, Charles Schultz, William Hanna, Joseph Barbera, Chuck Jones, Pixar and many more. They have made us laugh, cry and told us  stories of a different world we all want to be a part of. According to Pulitzer Prize winning author and cartoonist Art Spiegelman, “Comics are the way brains think. You have small clusters of words in the mind when you speak to someone. These clusters become iconic, abstracting images indicating a visual that becomes real in your brain.”

From cave painting to 3-D animation, the industry has grown manifold. And thanks to the same, so has the genre on television. What was a mere programming block a few years ago on mainline channels has now evolved into a viable standalone genre.

Gone are the days when kids used to wait eagerly in front of their small TV screens for the weekly affair. With television being on top of the kids' 'To Do' list, broadcasters have had to provide non-stop entertainment as well as evolve with them if they want to remain engaged with this age-group which is known for its short attention span. 

According to those involved in the kids' genre, it is a challenging business. With over 370 million kids under the age of 14 in India, demanding variety, new concepts and characters, storytelling is no longer a child's play.

It all started in the US in 1979, when Nickelodeon (though its history traces back to the 1977 launch of The Pinwheel Network) was a channel dedicated to kids. An executive from Walt Disney Productions had proposed a cable TV channel with matertial from its studio, but the then Disney head turned it down, leaving the path open for the Pinwheel Network to be born. It was not until 1982 that Disney launched its channel, but kept it as a premium service for quite a few years.

Kids consume this genre daily (be it Discovery Kids, Cartoon Network, Pogo, Disney, Nick, Sonic, Nick Jr., Hungama), to forget their daily pressures - parental, peer and academic to escape into the imaginary world offered by it. The target audience ranges from infants to screenagers. The genre airs a variety of programming ranging from educational, original animation, live-action sitcoms, game shows, talk shows, dramas and sketch comedies and a late night classic programming block aimed at families, teens and adults.

Viacom18 EVP and business head, kids cluster Nina Elavia Jaipuria believes that storytelling plays a vital role as far as kid's TV is concerned. “For me more than the story, it is how one tells a story that is important. Therefore, scriptwriting is crucial while developing content for children and hence kids love to listen to the same story over and over again.”

She adds, “It is the character at the end of the day that forms a bond, a relationship with the child, and that relationship and bond is what brings the child to the TV many times a day. In fact, the characters become the child’s best friend, role model or superhero.”

Broadcasters know that they are dealing with an audience which is fickle minded and what they might like today won’t be the same tomorrow.  Turner International India executive director & network head - kids, south Asia Krishna Desai believes that as broadcasters, the key is to provide a constant supply of engaging, relevant and innovative content. According to him, a kid’s network, including that of Turner’s Cartoon Network and Pogo experiences a churn every four-five years with new kids coming in. 

“Children outgrow things a lot faster than any other demographic. Today, kids may adore a show like Roll No. 21or Chhota Bheem but there is no guarantee that the next generation of kids would do the same,” says Desai.

However, this hasn’t stopped networks from venturing into the space. Advertisers too aren’t shying away. As per the FICCI-KPMG Report 2013, advertising spends on TV  were approximately Rs 125 billion in 2012 and the kids' genre contributed Rs 3 billion of that.

The usual suspects are the kid advertisers such as milk food brands like Complan, Horlicks, Bournvita, ITC Foods, Britannia, Kellogs, etc. However, recently, categories such as consumer non-durables and insurance  which are non-kids have also shown a willingness to advertise on kids’ TV, accounting for 15 per cent of the spend.  But channels such as Nick more often than not turn away ad campaigns from the so-called junk food categories, reveals Jaipuria.

"As a responsible broadcaster, we steer away from product categories like Cola.” she points out.

It seems that broadcasters are very happy with digitisation coming in. “As a broadcaster I am extremely happy with digitisation coming into our life. We have got double digital growth in subscription. We have seen de-growth in carriage fees. All this has helped us to enhance our investment in content as it is the primary asset of the entertainment business.  Today, a viewer is willingly to pay for what he or she wants to watch,” reasons Jaipuria.

Kids’ channels have been able to gain traction with advertisers due to their differentiated content and unique value offering. 

Talking about offerings, the genre has moved to alternate screens with time. With an increase in number of smartphones and tablets, one can watch their favourite characters wherever they want. One isn’t limited to the drawing room anymore.

 

The Cartoon Network New Generations reports says that as opposed to adults, kids prefer to play games on digital platforms. “Therefore, while we do have fan pages for Cartoon Network and Pogo, our core focus is to build engagement on our websites –www.cartoonnetworkindia.comand www.pogo.tv via games. This has worked very successfully as both these websites are leaders in the genre,” states Desai. 

Not only this, the channels have various contests, engaging games with their TG through these screens. Apps are being created so that communication becomes a two-way dialogue rather than just a monologue.

Apart from engaging kids on various screens, the makers have realised that it is necessary to take the engagement beyond screens as well. Hence, merchandising is a full-fledged business for these channels. Toys, games, apparel & accessories, books, gifts, confectionary and home video, amongst others, are product categories that are most popular. For instance, today, Ben 10 franchise is the number one boy’s action property in India that has sold over 950,000 units of toys and counting.

Despite all the new offerings and fragmentation, one can be sure that the kids genre is here to stay. Broadcasters continue to evolve and innovate to provide kids their daily dose of entertainment.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/07/Ary-news.jpg?itok=iSuCoqa2
ARY News asked to pay INR 1.58 cr to Geo TV as compensation

MUMBAI: A legal rift raging between two big media groups in Pakistan -- ARY News and Geo TV -- settled recently in a British Court. ARY News lost the legal battle and will have to pay approximately INR 1.58 crore compensation to Geo.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/07/star-sports.jpg?itok=E4E8tvl_
Star Sports continues to make cricket bigger; India-NZ ODI series highest rated bilateral ODI series in three yrs

MUMBAI: Star Sports builds cricket further and strengthens its popularity at a pan-India level making the India-NZ ODI series as the highest rated bilateral ODI series in the last three years.

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/07/STAR-PLUS-800x800.jpg?itok=4RCO6PQf
Star Plus gears up for 'Dil Hai Hindustani' launch in January

MUMBAI: After launching P.O.W, Star Plus is geared up to launch its yet another grand singing reality show "Dil Hai Hindustani." Though the channel has not officially announced the launch date, but the show is slated to go on air by January 2017, and will be replacing Masterchef India at 8pm time...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/06/steve1.jpg?itok=Z86RBizl
MN+ celebrates Steven Soderbergh this month!

MUMBAI: 'Director's Cut', the flagship property of MN+, is preparing to treat its viewers with an exhilarating line-up of gold class Hollywood movies by the Oscar Award winning director 'Steven Soderbergh'. The ongoing property will air some of the finest works of Steven from 10 December, 2016,...

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/06/Dance%20Singapore%20Dance_0.jpg?itok=m5uCpty4
Sheriden, Sufri emerge winners of Dance Singapore contest

MUMBAI: The second season of Dance Singapore Dance on Zee TV APAC comes to an end with a spectacular grand finale. Sheriden Newman, 29, danced her way to victory after emerging as thewinner of Season 2. Sheriden, 29, a dance graduate from Queensland University of Technology outperformed over 200...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/06/Discovery-800x800.jpg?itok=zedEwSn7
Discovery's 'Jawai: India's Leopard Hills' wins at Asian Television Academy

MUMBAI: Discovery India’s production Jawai: India’s Leopard Hills has won the Best Natural History / Wildlife Programme at the prestigious Asian Television Academy Awards 2016, held in Singapore. Produced by Robin Roy Films, Jawai: India’s Leopard Hills combines state-of-the-art technology and...

Television TV Channels Factual & Documentary
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/06/NaomiCampbell-800x800.jpg?itok=R2oPtlGa
Fox Life brings supermodel Naomi Campbell in 'The Face' series

MUMBAI: Fox Life is all set to become the latest destination for high fashion as it launches a thrilling reality TV series The Face. The show is filled with passion and race to win which has never been seen with this intense and real before. The series began on 5 December and airs every Monday and...

Television TV Channels Specialised and Niche
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/06/Niharika_0.jpg?itok=aaA4Ozxj
Star Suvarna to air new show ‘Niharika’ from 12 Dec

MUMBAI: Star Suvarna is all set to air its new show Niharika. A new concept which is not just a “Atte-Sose” (Kannada) or a kitchen drama. Starting from 12 December, the show will be aired at 8pm time slot.

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/06/Pankaj-Raghav.jpg?itok=m17NTSIr
Cracking Chrome DM-Da Vinci code as legalities take over

MUMBAI:  When business partners --- erstwhile or otherwise--- part ways acrimoniously, dirty linen gets washed in public. Almost a year after parting ways, Da Vinci Learning (DVL) TV channel, through its Indian JV partner Quintillion Media Pvt. Ltd, has served a breach of contract notice to...

Television TV Channels Kids

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories