Television

Kids’ genre is highly dependent on library content: Turner’s Ravindranath

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2015/05/20/Cartoon%20Network%20Juhi%20Ravindranath.JPG?itok=F48pAMhq

MUMBAI: The kids’ genre is the third largest genre in the country in terms of viewership. Turner commanded 36.3 per cent Relative Share in 2014 with Cartoon Network at No. 1 and POGO No. 2.

Turner International India vice president ad sales South Asia Juhi Ravindranath spoke to Indiantelevision.com at length about the changes in scope of advertising on kids’ channels and changes that the industry has seen over the last decade.

While a large chunk of advertisers on kids channels are traditionally kids’ brands, the genre has recently witnessed a spurt in non-traditional brands that have come on board to tap the potential that kids offer as audiences. Kids today play a key role as influencers in the family’s decision making.

Ravindranath said, “If you see the total television viewership pie, the kids’ genre commands about seven per cent of the ratings. However, it is highly under monetized as the revenue it rakes in is only three per cent. But with growing influence of children in household decisions and increase in co-viewing, advertisers are beginning to understand the importance of the kids’ genre. Thus, there has been a surge in unconventional categories that come on the channel to engage kids and parents.”

She added, “Since kids’ brands form only five to six per cent of all brands, the growth for this genre is also being driven by non-kids brand categories. Till now largely driven by FMCGs targeting mothers through co viewing in the household, of late we have seen unconventional categories such as automobiles, e- commerce, insurance, etc. Last year, non- traditional advertisers formed about fifty to sixty per cent of all the advertisers on our channels.”

Turner via its kids’ channels – Cartoon Network and POGO, has been driving innovation in terms of ad sales solutions provided to its clients.

Talking about the innovations with brands, Ravindranath said, “Over the years, we have done many innovations on Cartoon Network and POGO. For instance, with Honda we not only did customized spots in which Chhota Bheem promoted road safety but also developed a meet and greet opportunity with Chhota Bheem across the country to gratify winners. Last year, Kellogg’s Chocos partnered with POGO to create a four-part series featuring the Kellogg’s mascot Coco and Chhota Bheem. This not only made for compelling content but also integrated the brand messaging in a subtle and unusual manner. We also partnered with clients like Perfetti and Jungle Magic on Adventures of Sholay.  Going forward, we will continue to focus on offering our clients such unique opportunities to interact with our characters.”

On-ground activities are also a part of Turner’s strategy to entertain and engage its audience and provide a platform to brands to advertise. Turner has been conducting School Contact Programs for Cartoon Network and POGO since the past decade. Every year, through unique concepts, they reach over a million kids across 1000 school throughout India. The annual quarter four events undertaken in November/December also provide brands an opportunity to engage with thousands of kids and parents.

On the Telecom Regulatory Authority of India’s (TRAI) order on ad cap, Ravindranath said, “The TRAI inventory cap has definitely helped channels grow rates and balance inventory across dayparts and months in a more planned manner.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/24/Brooks_Meek-Anthony_Moore.jpg?itok=5ynTynEr
India among prospects to train at NBA Academy

MUMBAI: The National Basketball Association (NBA) and Basketball Australia (BA) has announced the official opening of The NBA Global Academy, an elite basketball training center at BA’s Centre of Excellence at the Australian Institute of Sport in Canberra. The NBA Global Academy will serve as the...

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/24/Prannoy_Roy-Radhika_Roy.jpg?itok=U3wkYBz0
NDTV resolutions confirm re-appointment of Roys & sale of subsidiaries

MUMBAI: NDTV, in a communique to the secretary, BSE Limited, and assistant VP, Listing Department, National Stock Exchange of India, signed by the company secretary Navneet Raghuvanshi, confirmed that four special resolutions as mentioned in the Postal Ballot Notice dated 11 May, 2017, have been...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/24/Carlos-Amoros.jpg?itok=nKVSW3ay
Tripleplay to provide Atlético de Madrid stadium tech solution

MUMBAI: Tripleplay, a leader in the development of Digital Signage, IPTV and Video Streaming Solutions, has been chosen by Atlético de Madrid to implement its technology at the brand new, 68,000 capacity, Wanda Metropolitano Stadium in Madrid this July.

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/23/ntony_0.jpg?itok=s8hztsgm
Roy C. Anthony joins Ventuz Technology as VP - creative development & ops

Roy C. Anthony, a leading figure in the digital creative world, has joined Ventuz Technology AG. For over 20 years, Roy has been a force of innovation in fields ranging from VR, film, event and staging environments. Pushing boundaries in large scale interactive immersive display technologies, he...

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/23/zee.jpg?itok=em5ZBwe8
Zee Cafe targets 20-40-yr-olds with BBC First drama

MUMBAI: Zee’s English entertainment channel Zee Café has partnered with BBC Worldwide to bring award-winning premium British drama to its audience. Starting from 26 June, the channel will host BBC First content block with 11 new shows set to air every weeknight at 10pm time slot. The channel has an...

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/23/Dhimant%20Parekh.jpg?itok=7Qv1DKpo
HistoryTV18: #BossWomen to tell stories of Indian women

NEW DELHI: #BossWomen, a weekly video series showcasing the stories of extraordinary Indian women, has commenced telecast on HistoryTV18. The programme is part of a first-of-its-kind digital collaboration with disruptive tech-media platfvorm The Better India. The first episode is on with the story...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/23/DD-800x800.jpg?itok=mThViP0X
Doordarshan: Soaps & travelogues make Arun Prabha shortlist, presentations early July

NEW DELHI: The producers of the 390 proposals in nine genres which have been shortlisted for soon-to-be-launched DD Aruna Prabha for the northeast have been asked to make their presentations in DD Headquarters in Delhi from 6 to 10 July. All the shortlisted productions are in the commissioned...

Television TV Channels Terrestrial
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/23/Virat-Kohli-800x800.jpg?itok=8Zi6rB7w
UCWeb: Cricket viewership soars 230%, Lucknow, Pune, Bhopal, Delhi & Mumbai see max traction

NEW DELHI: Consumption of Cricket-related content exceeded 0.75 billion on UCWeb Platforms - UC News and UC Browser, for the latest edition of IPL 2017 and the recently-concluded ICC Champions Trophy 2017. According to a data report titled Insights into India’s Cricket Frenzy released by Alibaba...

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/23/Gangaa.jpg?itok=GKIrKUYV
Child widow Gangaa to show her indomitable spirit on Zee Anmol

NEW DELHI: ‘Gangaa’, an inspiring story of a child widow with an indomitable spirit and the will to survive, is commencing telecast on Zee Anmol from 28 June 2017 at 7:30 pm. Determined to live life to the fullest and claiming what she believes is rightful, Gangaa’s character personifies the face...

Television TV Channels GECs

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories