Television

Content play of India's kids channels

Will the regional players also take a lesson from the Hindi market and go for local content?

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/07/09/Chhota_Bheem.jpg?itok=_wtasPxl

MUMBAI: Kids from 90s that grew up watching Aladdin, Duck Tales, The Flintstones, Tom and Jerry and Dexter’s Laboratory among others will cherish the memories of being couch potatoes during their childhood. Until 2008, when Chhota Bheem, a dhoti-clad boy chomping laddoos made an entry in the industry, all eyes were glued to foreign content dubbed in local languages.

With the evolution of the animation industry in India and the change in financial strategies, broadcasters are now focusing on India-made characters and shows, moving beyond international syndications.

Back in 2007, Sun TV’s kids’ channel, Chutti TV, dedicated for Tamil-speaking audience was launched in India. Later in 2009, Khushi TV was launched for Telugu viewers and since then, Chintu TV, a Kannada channel and Kochu TV for Malayalam audience have been added.

Though the regional space is the most happening one now, kids’ channels are primarily Hindi with just regional audio feeds.

Indian animation studios and companies are moving up the value chain and have started to create their own intellectual property rights. Global conglomerates such as Sony, Walt Disney and Warner Brothers have also seen the benefit in outsourcing animation characters and special effects to Indian companies.

Moreover, in 2014, the average ratio for acquired versus local content was 60:40 for most broadcasters against 90:10 in 2008. Hindi broadcasters today are keen on creating their own IPs while the regional broadcasters bank on dubbed content. Gloomy Bear, Talking Tom, Garfield, and Dora are some of the shows that work well with the south Indian audience. The network only has one property involved named Happy Kids, which is an animated series launched for the Kerala market.

Considering the fact that anything that is made for the own territory is far more expensive than syndicated content, the amount of money required to produce a show for the regional audiences is comparatively lower than the Hindi market. Animation production is far more expensive than general entertainment channels as well. The type of content and the investment in it also attracts the right kind of sponsors. Low budget content will only get a handful of sponsors, while big budget and sponsors will require the storyline to be universal.

According to the FICCI report 2018, the Indian share in the global animation industry is less than one per cent. However, it is expected to increase in the coming years. Yet, international projects account for 70-80 per cent of the Indian industry revenues. The animation industry is 70 per cent art and only 30 per cent technology, leading to small enterprises driven by the passion of art bagging prominent deals.

On one side, there is the Hindi speaking market making an effort to shift the kids’ preferences towards Indian original shows, while on the other side there is the regional space feeding them with syndicated content. Will the regional players also take a lesson from the Hindi market and go for local content or will their bombardment of international shows hold back the kids from wanting more?

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/19/zere.jpg?itok=jrH-0T3l
Zee Tamil all set for Mahasangamam festival till March 2021

MUMBAI: Zee Tamil is starting off the new year with fresh and innovative content strategies across all its segments, with a number of surprises up its sleeve. The channel has planned Mahasangamam episodes across various shows, which has gained a lot of popularity and traction among audiences.

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/19/jumnzi.jpg?itok=OlChh32o
Ticket To Hollywood brings ‘Jumanji: The Next Level’ in the language of your choice

MUMBAI: In one of the biggest festive offerings on television for 2020, Zee’s newest pan-network property, ‘Ticket To Hollywood’ enthralled a whopping 29 million viewers with  the premiere of Vin Diesel’s Bloodshot across 12 channels and in ten languages. This 2021, Zee truly takes the Hollywood...

Television TV Channels English Entertainment
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/19/jy.jpg?itok=wMcy2zBD
Warner Music signs distribution deal with Sky Digital India

MUMBAI: Warner Music India has struck an exclusive distribution agreement with Punjabi music content consortium and aggregator Sky Digital India.  Distribution of Sky Digital’s repertoire outside India will be handled by ADA, Warner’s independent artist and label services division, while Warner...

Television TV Channels Music and Youth
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/19/zee_0.jpg?itok=LBQ7PKkr
Zee TV introduces new show Teri Meri Ikk Jindri

MUMBAI: Zee TV’s newest primetime show is a love story based in Amritsar - Teri Meri Ikk Jindri. It follows the lives of Mahi and Jogi, two seemingly opposite personalities whose different outlooks towards life and happiness do not come in the way of their love. Set to premiere on 27 January 2021,...

Television TV Channels GECs
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/19/zee.jpg?itok=YL6eofNE
Zee 24 Ghanta gears up for West Bengal polls coverage

NEW DELHI: Zee 24 Ghanta has announced a comprehensive programming line-up to bring “encyclopaedic coverage” of the West Bengal Assembly elections to its viewers. The robust program schedule comprises of 13 new shows spanning over 2,700 hours.  Indian Institute of Hotel Management, Macho, Asian...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/18/arnab.png?itok=qxJYTimT
Arnab Goswami slams NBA over Republic TV suspension call

New Delhi: This afternoon, National Broadcasters Association (NBA) demanded for the suspension Republic TV’s IBF membership in light of the leaked transcripts of the channel’s MD and editor-in-chief Arnab Goswami’s WhatsApp chats with former BARC CEO Partho Dasgupta. Goswami has hit back and...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/18/go.jpg?itok=ZwaDtQcw
GoQuest Media acquires global distribution rights to two Serbian dramas

NEW DELHI: Mumbai-based global entertainment content distributor GoQuest Media has inked a deal with Serbian telecom cable TV operator Telekom Srbija to get exclusive rights to two of its most popular thriller series. The deal gives GoQuest Media worldwide distribution rights to the intriguing...

Television Production House Post Production
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/18/nba.jpg?itok=3ok3I2ff
NBA demands suspension of Republic TV’s IBF membership post WhatsApp chats leak

NEW DELHI: The News Broadcasters Association (NBA) has demanded that Republic TV’s IBF membership be suspended in light of leaked transcripts of the channel’s MD & editor-in-chief Arnab Goswami’s WhatsApp chats with former BARC CEO Partho Dasgupta.

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/18/bhc.jpg?itok=vWRDcBht
Republic, Times Now reports on SSR death ‘contemptuous’: Bombay HC

NEW DELHI: The Bombay high court has observed that some of the reporting done by Republic TV and Times Now against the Mumbai police in the Sushant Singh Rajput death case was “prima facie contemptuous" in nature, but refrained from passing any orders on it.  A bench of chief justice Dipankar Datta...

Television TV Channels News Broadcasting

Sign up for our Newsletter

subscribe for latest stories

* indicates required