*Advertising for children's products at Rs 1100 million

*Cartoon Network towers above competition

*Disney expands reach through alliances despite legal barricades by MEN

*Nick realises that localisation is the key mantra

*Zee-Turner launches Hindi programming

* Mainstream channels realise that pester-power rakes in the moolah

The year ahead will belong to kids' programming, proclaim the trade pundits.

2002 however, did not offer much by way of appetizers that would provide an indicator of the delectable fare to come. Many children's channels threatened to shine but failed to, and reigning Cartoon Network retained its smug lead, head and shoulders above the meagre competition.

A Viacom offspring Nickelodeon struggled to keep pace with its healthier rival but faltered, despite its valiant efforts at increasing distribution and awareness among the younger set (pumped up awareness helped the channel increase reach from 9 million to 11 million in just two months in early 2002, the channel had claimed). Disney, the giant that continues to be thwarted in its efforts to enter the country by the legal barricades raised by the Modi Entertainment group, continued nevertheless to expand its presence on several mainstream channels. Although Disney channel is still but a glimmer on the Indian horizon, Disney's proposed plan to pump in $ 30 million in the country and use its estimated 400-odd hours of dubbed programming, accumulated over four years of airing translated and dubbed shows on DD, Zee and Sony, remains the only threat to ruling Cartoon Network.

Disney, promoted by Buena Vista in India, bolstered its reach this year, with both terrestrial Doordarshan, and satellite channels like regional Sun and Sony. Pentamedia's fledgling Splash, which entered homes in late 2001, hardly caused a ripple this year despite efforts by former cricketer Kris Srikkanth's marketing firm, dogged as it was by distribution problems north of the Vindhyas. Kermit's lovable amphibian too disappeared from kids' consciousness, to remain somnolently stable as a neglected two- hour block on Hallmark.

Cartoon Network with increasing localization as the key to its success (currently nearly 12 hours of Hindi and Tamil programming), widened its popularity among the younger generation with smart corporate tie ups - be it Bournvita, Britannia or smaller brands of chewing gum. Well-timed, carefully crafted promotional strategies helped it bond better with the cultural sensibiliteis of Indian kids - the 'Holi' Splash-a-thon, the premiere of Ramayan on Diwali and contests like 'Separated at the Mela' during Rakshabandhan, went a long way. Road shows and mega events like Activity 2002, Toon Cricket and the Toon Yatra were lessons the competition could learn from, for the dividend in brand awareness it reaped for the channel.

One couldn't fault Nick for not trying though. It tried an innovative Chhota Veejay Hunt mid-2002, enticing the urban adolescent into sampling its fare and raising awareness. Nick also learnt this year that concepts that are a hit in the US may not necessarily be so here, and tried subsequently to mend its ways with programmes like "A Walk In Your Shoes". With Zee dropping a daily two-hour Nick block from its programming and replacing it with a Cartoon Network block, however, speculation about a possible move to the Sony platform along with sister channel MTV again raised its head.

Zee TV itself juggled a lot in the kids' band. After losing the Disney animation block to Sony, it opted for Nickelodeon programming which failed to strike a chord with the audience. The channel then entered into an alliance with Turner and signed an agreement which led to the launch of an exclusive Hindi Cartoon Network programming block on Zee in September.

Not surprisingly, channels like Fox Kids and Discovery Kids put their plans of an India launch on the back burner this year. With over 70 per cent of the ad revenue concentrated during prime time programmes on general entertainment channels, and the rest divided between sports, music and other genres, kids'channels are yet to become a promising commercial proposition, it seems. Currently, the advertising for children's products is estimated to be Rs 1,100 million, which is merely three per cent of the total advertising pie.

Still, it is the mainstream channels that have realized the power of kids' programming. From Son Pari on Star Plus to Chacha Choudhary on Sahara, each channel has original content as well as dubbed animation during the late afternoon and mornings. Even sports channel ESPN repeated its School Quiz this year, while all time favourite Britannia Quiz Contest re-surfaced in a different avatar on a different channel.

What The Stats Say.
Click on the links below to check out what data provided by TAM on how DD measures up shows:

Regionwise share of kids channels in all homes (4 years plus)
Regionwise share of kids channels in C&S homes (4 years plus)
Ranking of kids channels in SEC A (all homes and C&S homes)
Share of kids channels in SEC A males (all homes and C&S)
Share of kids channels in SEC A females (all homes and C&S)
Penetration of kids channels
Share of kids channels in SEC A age-groups 4-14 yrs (all homes and C&S homes)

For more year-ender reports, click here