Guest Column: The scope for home-grown IPs for kids' broadcasters

In the Indian television space, the specialised genre on kids emerged in 1995 and has only been growing ever since. The kids' genre is the third largest, nationally, after Hindi GECs and Hindi movies. The category has seen a gradual shift with 4-14 audiences, with the genre being in single digits in 2005-2006, to now. There has been an exponential growth since then, with the age group increasing to 2-14 as well.

The components of a child’s behaviour are summarised with two very simple attributes - imagination and spontaneity. But the kids’ genre now is a mature genre and more developed than ever before. Over 168 million kids under the age of 14-years are dedicated viewers. They demand variety, new concepts and most importantly connect with endearing characters.  Be it rural or urban, there is curiosity amongst kids to know more. Therefore, we respond to this need with exciting and engaging content in a language they can effortlessly comprehend.

With kids relating to an immensely appreciating home-grown content, the scope for original content is unbeatable. Today, at least three out of the top five are Indian characters, reflecting the changing viewer preferences. Movie screenings on Indian cartoon characters rank high as well. Even if we bring foreign content to television screens, there always is a necessity to dub and bring in Indian flavours to be able to connect with the audience. Indian characters always get more traction, as they can be given physicality, context and mannerisms that are Indian and hence are more relatable. This is because kids are inclined towards situations and values they are familiar and comfortable with. 

Other forms of engaging content created from these characters is where the true scope of growth lies – the ability to create a completely different ecosystem out of television, an edge that acquired content cannot offer.

Broadcasters and producers have the edge as well since it gives them complete creative freedom – to design the content as well as decide the life of the content. And because they own the IP, the numbers of offerings are boundless. They can range from on-ground activations, merchandising, and brand extensions to other marketing activities.

The scope for reducing the dependence on acquired content is immense and this is what will continue to boost localised, original content, thus fueling the expansion of the creative talent pool. Moreover, the localised content also attracts the right kind of sponsors to look at opportunities to weave in their brand story.

It’s been two decades since we have realised the true potential of this genre. While we have come a long way, there is still a long way to go. And, launching with four home-grown shows, we at Sony Yay are just delighted to be a part of the growth journey of the category in the country.

public://leena.jpgThe author is the business head of Sony Yay. The views expressed are personal and may not subscribe to them.

Latest Reads
Aatank Ke Zeher ko failne nahi dega Yeh Commando! Get into the action mode with the World TV Premiere of Vidyut Jammwal’s Commando 3 on Zee Cinema

‘Iraade Kar Buland, Khauf ko pachhaad de…Leke saath sabko aaj ek dahaad de’. Sweeping off the country with never-seen-before action will be the unstoppable Karanveer Dogra, who’s back to put an end to the looming terror threat on his country. With a gripping storyline and non-stop action, Commando...

Television TV Channels Movie Channels
NBA targets 31 July as return of season

MUMBAI: NBA fans finally have reason to rejoice as NBA commissioner Adam Silver and the league office have intimated the board of governors about the new date, 31 July, for the season to return, according to Shams Charania of The Athletics.

Television TV Channels Sports
“We have to take care that businesses which have been built by the sweat and toil of Indians and which have had a great brand value cannot be picked up by people who are just looking for an opportunity”

The Wuhan virus is taking lives and bleeding economies and the leaders of the world have a double challenge now, to save lives and to save livelihoods. WION, India’s first International news channel took an exclusive interview with a leader who perhaps has the most difficult job in the world right...

Television TV Channels News Broadcasting
Marathi GECs improvise to engage viewers during lockdown

Given the dearth of fresh content, Marathi GECs had to come up with ways to fill airtime. Some are running dubbed versions of Hindi hit shows during the Covid2019 lockdown while others have fresh content such as those shot by actors. However, the most common trend in all of these channels is comedy...

Television TV Channels GECs
Television ad volumes see uptick during past two weeks

After a momentary dip in week 18, the past two weeks saw a rise in ad volumes on television, reveals the ninth edition of BARC-Nielsen ‘Crisis Consumption on TV and smartphones’ report, launched Friday.

Television TV Channels Viewership
How ABP News Network helps employees cope with Covid2019 paranoia

Working in an office during a pandemic is not only stressful for employees but also for leaders. They are continuously committed towards emergency preparedness and at the same time looking at business continuity.

Television TV Channels News Broadcasting
Clear payments to workers till March, I&B ministry tells broadcasters, producers

MUMBAI: The ministry of information and broadcasting has urged the broadcasters and producers of TV serials to take a compassionate view of workers who have been hit by the Covid2019 pandemic. The ministry has urged them to ensure that all payments due to them up to March 2020 are cleared at the...

Television TV Channels Terrestrial
This world no tobacco day, MTV and MTV Beats say: It's time to quit!

MUMBAI: This World No Tobacco Day, MTV and MTV Beats bring a hard-hitting yet a quirky message for all the tobacco users echoing loud and clear – It’s time to quit!

Television TV Channels GECs
English genre sees max growth across prime time and non-prime time

MUMBAI: From GEC to movies and news to music, the English language category has reported an exceptional growth across the genres in week 20, as per the ninth edition of a joint report by Broadcast Audience Research Council (BARC) India and Nielsen on crisis consumption. Both prime time and non-...

Television TV Channels Viewership

Sign up for our Newsletter

subscribe for latest stories

* indicates required