Television

Disney coming? Cartoon Network believes localisation gives it the edge

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2016/03/08/Untitled-1_14.jpg?itok=SjinfHA1

2002 will be the year of intensified localisation for kiddies' channel Cartoon Network. 

Govindan - Cricket to reward viewer loyalty

The channel that started going desi in February 2001, managed to climb to the number two position in the Hindi market in the 5 - 9 pm band by December (close on the heels of Star Plus), according to VP, marketing and PR Hema Govindan. The rapid rise in rankings is due to local acquisitions like Pandavas and Sinbad, bought from Pentamedia Graphics, which have paid off handsome ratings and Govindan sees the channel going in for more Indian folklore in animation. "Not just Indian stories, we are looking at acquiring animation from Japanese studios too, which are creating shows whose essence appeals to Indian sensibilities", she says. 

The channel is shifting gears to cope 

with the imminent entry of Disney, although Govindan insists that some competition would only keep Cartoon Network fighting fit. In the last few months, the channel revamped its programming franchises and taken a whole new look at promotions, which too have received a dose of localisation. That the channel is not sparing any efforts to maintain viewer loyalty and phenomenise toon characters is clear from the massive promotion that accompanies its second Toon Cricket event in Chennai and Mumbai this year.

Although Govindan is reluctant to put a figure on the huge promo blitz, she admits it is 'massive, probably the largest in scale for the year.' Apart from the hoardings and the ads on FM and local cable channels, there will be a 'toon mobile', a 17-foot open float depicting cricket net sessions that will move through the cities, with toon characters in tow, handing out passes in schools and entertaining the younger generation. Besides, the channel has run a contest for selecting the teams and will be flying down five children from their home towns to watch the match live. 

The channel's Night Shift, launched in November is targeting an entire new viewership comprising teens and young adults. Not surprisingly, the move has widened the channel's ad client base, with clients like Gili's diamonds entering into tie-ups for Valentine's Day packages. While Govindan says it is early days to gauge the increase in viewership post the launch of Night Shift (timed to wean adults away from soaps and thrillers on mainstream channels), she says the channel currently reaches between 12 to 15 million Indian households.

Announcing the details of 'Toon Cricket 2002', Govindan said that the three-hour match will be held at the Andheri Sports Complex on 24 February. Beverage conglomerate Pepsi is the main sponsor. The co-sponsors are Solana, Colgate, Cadbury Gems, Boost, ACT II Popcorn, TI Cycle's. Positioning as a highly interactive event, she said that cricket was chosen because today's cricketer's are role models for aspiring youngsters. The initiative is targeted at kids as well as the young at heart. The tagline is 'It's a mad game but soomeone's got to play it'. The network hopes that it will make audiences as well as rival channels aware that the toons seek a larger slice of the action pie.

In a move inspired by the ESPN Star Sports show 'Super Selector' the channel invited toon addicts to be 'Super Selectors'. The channel claims that thousands of entries were received in a contest to decide who the captains should be and 450 winners will be given passes to the event. Elaborating further on the strategy, Govindan said that the aim is to blur the line between the real world and the toon world. To achieve this the rules of the game have been tweaked to make it unusual and refreshing. The tie-up with Pepsi involves hoardings where cricketers who appear in the cola's ads give hilarious tips to the toons.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/20/aaj.jpg?itok=aNpt9Gh_
Aaj Tak Bangla's Durga Puja coverage goes beyond food and pandal hopping

Durga Puja is the time of the year that puts Bengal on the global itinerary of culture and festivities. For Bengal, Durga Puja is not just a festival but also a celebration of art, history, heritage, and homecoming.

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/20/img_20102021_161133_800_x_800_pixel.jpg?itok=avsj-hxA
NTO 2.0: Times Network publishes new RIO

Mumbai: Times Network has published its reference interconnection offer (RIO) issued under telecommunications (broadcasting and cable) services interconnection (addressable systems) regulations, 2017 for all distribution platforms. The new RIO will be effective from 1 December onwards.  The tariffs...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/20/img_20102021_142756_800_x_800_pixel.jpg?itok=Mb5skioU
Red FM launches ‘Totka Chalao, India Ko Jeetao’ campaign for World Cup

Mumbai: Radio and entertainment network 93.5 Red FM has kick-started its World Cup campaign called ‘Totka Chalao, India Ko Jeetao.’ The campaign will be rolled out in 40 key markets across the country. Capturing the passion and craze of fans, Red FM will celebrate the ‘totkas’ and will have RJ’s...

Television TV Channels Music and Youth
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/20/img_20102021_141022_800_x_800_pixel.jpg?itok=DAMHQ7Fq
AR Rahman returns as BAFTA Breakthrough India ambassador

Mumbai: The British Academy of Film and Television Arts (BAFTA) has announced AR Rahman as the Breakthrough India ambassador for another year as they invite a new round of applications in India for the programme. Supported by Netflix, this programme will be open for prospective talent across the...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/20/img_20102021_113749_800_x_800_pixel.jpg?itok=_zNg5lCy
TV9 Network appoints Anshuman Tiwari as editor, Money9

Mumbai: TV9 Network has strengthened the leadership of TV9 Digital and appointed Anshuman Tiwari as editor of Money9. Veteran journalist Rakesh Khar will assume a larger role as business and economy editor of the network. Tiwari is a recipient of the Ramnath Goenka Award, the WAN-INFRA...

Television TV Channels People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/19/img_19102021_174117_800_x_800_pixel.jpg?itok=xdTmtb3g
Network18 reports 53 per cent EBITDA growth in Q2 FY22

Mumbai: Network18 Media and Investments Ltd has announced its results for the second quarter financial year 2022. The media company reported that the consolidated EBITDA for the quarter grew 53 per cent year-on-year and operating margin at 18.2 per cent. The entertainment margin stood at ~19 per...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/19/img_19102021_162109_800_x_800_pixel.jpg?itok=G6s2WP_d
Voot Kids to stream ‘Pokémon’ anime franchise content in India

Mumbai: Voot Kids has announced that it will be streaming the popular anime franchise “Pokémon” in India. The kids' content platform will stream 21 films and over 10,000 minutes of “Pokémon” anime series episodic content.

Television TV Channels Kids
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/19/img_19102021_160448_800_x_800_pixel.png?itok=-Ygo-1O0
Ormax Media launches audience analytics tool for TV channels

Mumbai: Ormax Media has announced the launch of a new audience analytics tool, Ormax Televate. It is designed to help TV channels in achieving viewership growth by identifying a focused and consumer-centric strategy based on insightful data on parameters built through Ormax Media’s 13 years of work...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/19/img_19102021_154026_800_x_800_pixel.jpg?itok=uK_BvjRN
Star India bolsters content slate for festive season

Mumbai: Star India network is bringing specially curated shows and films across Hindi, English, and regional channels this festive season. The content slate includes new seasons of marquee shows such as "Dance+," "Bigg Boss" - Telugu and Tamil, "Super Singer," "Start Music," and many more.

Television TV Channels GECs

Sign up for our Newsletter

subscribe for latest stories

* indicates required