Television

Discovery Kids' eyes top 3, improved time spent with 'Fukrey Boyzzz'

It targets kids in the age group of 8-14.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/09/26/fuk.jpg?itok=KclHNWbZ

MUMBAI: Discovery Kids is all set to achieve its goal to be in the top three positions of the kids' genre and probably address the issue of time spent on the channel with the strategic launch of Fukrey Boyzzz. In an interaction with Indiantelevision.com, Discovery Kids business head Uttam Pal Singh informed that the channel has gained its viewership back post NTO regime but it needs to address the challenge of time spent and hopes the new show will help there.

When Discovery managing director South Asia Megha Tata joined the company in April 2019, she made the kids genre as a crucial focus area with an aim to raise its level to the top three channels.

Tata admitted that the kids' genre hasn't grown dramatically in the last few years. It is stuck in a particular space and has become more competitive. As a result, there are more players entering the space but the share is not growing.

Singh said that the aim is to invest, invent and innovate the content to engage with as well as expand audiences. “In the kids’ genre, there is a plethora of content targeted at 4-8 years, however, there is a prominent white space for content targeted at pre-teens broadly bracketed between 8-14 years old. With Fukrey Boyzzz and its hilarious ensemble of Choocha, Hunny, Lalli and Bholi, we are launching a new contemporary series which will have a much wider appeal. In fact, we are confident that this innocent fun feast will attract co-viewing – parents watching along with their children.”

Fukrey Boyzzz is an apt representation of our ambition in the kids’ genre.  We will continue to innovate and invest heavily in the genre with an aim to be a consistent top 3 player,” said, Tata at the launch of the series. “We are also working towards skinning the Fukrey Boyzzz IP in multiple ways including launching branded merchandise.”
 
“The launch of Fukrey Boyzzz opens new horizons for us. We are making our foray into animation and are enamoured with how this series has shaped-up. I am extremely excited to have characters from our film Fukrey spread joy to everyone with their crazy antics at school,” said Excel Entertainment co-founder Ritesh Sidhwani as the show preview was unveiled.

Last year, the channel also premiered a similar animated series called Little Singham which was adopted from the Bollywood movie Singham.

"Little Singham has done really well for us; it was a Bollywood movie which became a fabulous kids franchise making Little Singham the most-loved animated character in the country today. One of the things that we learned from Little Singham is that it’s not just about creating an animated series out of a successful Bollywood movie, it’s important to make it relatable to our target audience i.e., kids and package it with the right storytelling. We have got all those things in place with Fukrey Boyzzz. The series will bring another disruption like Little Singham in the kids genre and it will also take us to towards our goal to be in the top three positions," she said.

Fukrey Boyzzz is the animated series of Bollywood franchise Fukrey and Fukrey Returns which is set to premiere on 12 October on Discovery Kids. Discovery Kids will air 156 episodes in season 1 at 1.30 pm and 7.30 pm every day in six languages - Hindi, Tamil, Telugu, Malayalam, Kannada and English.  The channel will launch an aggressive marketing campaign based on the core ethos of the show ‘Friends + Masti = Fukrapanti’.  Fukrey Boyzzz is produced by award-winning production house Paper Boat for Discovery Kids. 

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/03/28/kantar.jpg?itok=pnf7RHeW
Overall increase in media consumption on account of COVID-19: Kantar study

MUMBAI: As the world struggles with the COVID-19 pandemic, there has been an increase in media consumption across all in-home channels, says a study by data, insights and consulting company Kantar. The study finds that WhatsApp is the social media app that has experienced the greatest gains in...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/03/28/ibf.jpg?itok=qXgWMHn4
Sony Pal, Star Utsav, Zee Anmol, Colors Rishtey free to viewers for two months

MUMBAI:  Four leading broadcasters have come forward to waive off all tariffs and charges for a period of two months, informed the Indian Broadcasting Foundation (IBF). Sony Pal, Star Utsav, Zee Anmol and Colors Rishtey will be available to all the viewers.

Television TV Channels GECs
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/03/28/sony-sab.jpg?itok=PDhIcIC1
BARC week 11: Sony SAB holds pole position in urban and pay platforms

Sony SAB led the urban market and pay platforms in week 11 of BARC India ratings. The channel also moved up from fifth position in the last week to fourth position this week. The channel's leading show Taarak Mehta Ka Ooltah Chashmah has garnered 6610 weekly impressions (000s) in the urban market...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/03/28/zee.jpg?itok=9YMLJ6KX
BARC week 11: Zee Biskope leads in Bhojpuri market

In the regional space of week 11 of BARC India ratings, Zee Biskope grabbed the leading position in the Bhojpuri market. The channel jumped from third position to first. Zee's other regional channel Zee Punjab is also leading in the Punjabi market this week.

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/03/28/ficci.jpg?itok=fSeMSoO9
COVID-19 to impact 2020 ad rev estimates: FICCI-EY report

The rapid spread of COVID-19 has fractured the whole world, particularly hitting India’s economy, which could have a drastic impact on the predicted advertising revenues for 2020, says FICCI and EY India’s media and entertainment report 2020.

Television TV Channels GECs
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/03/28/barc.jpg?itok=nP1dfhke
News channels report second-best viewership pattern so far this year in week 11

The coronavirus pandemic could be termed as a bane for the whole world, including India, but it certainly has become a boon for the news channels across genre in terms of viewership, a week eleven (14-20 March) data of Broadcast Audience Research Council (BARC) India shows.

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/03/27/SONY.jpg?itok=3aesyGW2
Sony Music Kids launches “Munna Chachu - Chaturayi Ki Kahaniya”

MUMBAI: Sony Music Kids has found a way to keep kids occupied and educated through their jolly character Munna Chachu, who is here with his treasure box full of audio stories about wit and intelligence, called “Munna Chachu – Chaturayi Ki Kahaniya”.

Television TV Channels Music and Youth
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/03/27/COLORS.jpg?itok=6Zj9MYuu
Colors brings back four old shows to entertain viewers

MUMBAI:  Colors is bringing back four of its old shows to keep entertaining its viewers in the current challenging environment. Rightfully picked to cover a variety ranging from comedy, drama,  slice of life, and reality shows, the channel will enable viewers to enjoy their time at home. The...

Television TV Channels GECs

Sign up for our Newsletter

subscribe for latest stories

* indicates required