I was asked to do a round up for the year gone by, only one
word resonated in my mind - 2007 was the year of strong emergence
for the Industry. It was a year when the media and entertainment
Industry galloped ahead and consolidated its growth on many
fronts such as animation, the kids' space, licensing &
merchandising, DTH and the ever increasing number of channels
aggressively competing for a piece of the Indian TV pie.
television has been the catalyst for televised animation produced
in India for some time now and will be one of the key drivers.
Delightedly, the Indian Animation Industry seemed to have
come of age in 2007 with the badshah of Indian entertainment,
Bollywood discovering the potential of animation. In fact
one of the greatest challenges that Cartoon Network faced
when it pioneered kids' television entertainment in India
was to elevate animation to the level of general entertainment.
animation talent pool is fast growing and the Industry got
a further fillip with homegrown animation hits like Hanuman,
Krishna movie series etc. International studios have
also recognised the potential available in India and are increasingly
outsourcing work, beyond the sweat shops to creative hot spots
to animation studios here. In the coming years, one will surely
see a huge spurt of growth in animation studios followed by
an inevitable consolidation.
to Indian animation, the demand for original content in 2007
actively fueled customized content creation and production
especially for kids. Reading the signs of the times to come,
locally produced content in India would be created for a larger
audience footprint, not restricted to India, offering a significant
leverage of economies of scale to kids' TV players here, both
local and international.
whilst is a very critical part of this genre, but to be able
to have a sustainable business model, there is an imperative
need to owning Intellectual Properties. For e.g. the very
successful original production on POGO - M.A.D is a classic
example of how quality content that is well researched and
creatively executed, is critical, as audience tastes are becoming
continues to be the dominant and the first medium of choice
for kids. Kids spend on an average of two hours watching TV
and have relatively very low preference for other media. (To
be fair, they spend about the same time playing at home or
outdoors as they spent watching TV). Source: New Generations
no wonder that we saw an outburst of kids' television channels
launching in the country, not very unlike what happened in
the news' television space a few years back. From a couple
of channels in 1995, we now have nine kids' channels in the
country today, of which two new players joined in 2007.
a more professional note, 2007 really spelt "leadership"
for Turner India, as our clear focus of the year was to constantly
innovate and continue to rule the roost with each of our brands
in India: CNN, Cartoon Network & POGO and we did succeed!
with seven kids' channels in the country, Cartoon Network
and Pogo continue to be #1 and #2, garnering almost 50%
of channel shares in 2007! Cartoon Network and POGO accounted
for 98 of the top 100 transmissions across all kids' channels
in 2007, up from 91 in 2006! Even the highest raters on
kids' channels - shows that rate 2+ TVRs - have exclusively
been on Cartoon Network and POGO in 2007!
sales for India and South Asia region achieved a new height
with 32% growth, of which kids' entertainment grew by 26%,
HBO by 16%, CNN by 41% and Cartoon Network Pakistan by 73%!
2008 mission is to continue to blaze the trail and the lead
the Industry from the front.