Television

How engagement works in the kids' space

How engagement works in the kids' space

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/12/29/year_0.jpg?itok=wiO2Z0Bw

MUMBAI: Kids make our world go around! Quite literally, for channels focused on children as audience, observing their growing influence on choices, preferences and consumption habits of families in India, is a revelation! In this season of holidays when families gather around a TV set, it’s the children who call the shots.

In 2018, we have witnessed an upward spurt in viewership in the kid’s category, with numbers rising by 10 per cent (from average GRP 499 to 550 GRP)*. The newer entrants in a competitive space of children’ TV programming has actually helped in growing the audience which indicates that more children are opting to watch new programming. Keeping this insight in mind, Sony YAY! is committed to adapting and developing kids’ programming suited to their preferences and such trends help further validate our approach. The consumption patterns that have significantly grown this year further ensures our focus on homegrown toon characters. 

The 2018 emerging trends clearly reflect that flagship shows and localising content in regional languages pay dividends. Kids’ entertainment channels prosper on the dominance of marquee/flagship shows. 70 per cent of airtime and 80 per cent of GRP for leading channels in India comes from one leading show. Thus reiterating the fact that building a long-term relationship with toon characters, around whom shows, merchandise, and digital engagement are built, being the most effective manner to engage with kiddie audiences.

While kids treat their favourite characters as their best friends, they prefer watching them on multiple platforms – digital platforms help us fulfil every kid's demand, where we focus on curating content especially for our YouTube channel. Kids are engaged on all the digital platforms through games, shows, contests on social media, etc. thus creating a strong affinity towards their favourite toons. Building upon toon characters and developing them as digital properties have had our audience respond enthusiastically. Using social media also helps in strengthening this relationship. Kids have the world at their feet; we’ve got to keep them engrossed by offering them the best of everything.

We always sensed that regional language programming for children has potential and outreach. Hence, Sony YAY! produced content in Hindi, Bengali, Tamil, Telugu and Malayalam languages, of which we are leading in Kerala and West Bengal since we have the first mover advantage in these two markets. We have adapted to regionalisation effectively and swiftly. 

Another trend is telefilms and programming with longer duration, keeps kids engaged for a longer time. We’ve produced over 12 films this year at Sony YAY! with each film was well received by the kids. It’s a space that’s waiting to explode and is evolving quickly. 

The author is business head Sony Pictures Network India, Kids Genre (Sony YAY!). The views expressed here are  her own and Indiantelevision.com may not subscribe to them.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/18/disney.jpg?itok=N9YL6kBF
Disney's Frozen 2 collaborates with 67 brands

MUMBAI: Disney’s Frozen 2, the sequel to one of the highest-grossing animated films of all time, is around the corner and the excitement amongst fans and brands is big. Disney’s consumer products business in India has collaborated with 67 brands across categories to bring alive the magic of...

Television TV Channels Kids
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/18/khandani.jpg?itok=siwz8VBm
Sony MAX to premiere Khandaani Shafakhana on Nov 22

MUMBAI: Sony MAX presents ‘Khandaani Shafakhana’ as its World Television Premiere this November. The film starring Sonakshi Sinha, Varun Sharma and popular singer Badshah will help break the taboo around the topic of fertility clinics in small town India. The film will premiere on 22nd November...

Television TV Channels Movie Channels
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/18/epic.jpg?itok=34uoPcVq
Epic Channel completes five years

MUMBAI: EPIC Channel - India Ka Apna Infotainment is celebrating 5 years on television on November 19, 2019. Launched in 2014, EPIC has carved a special niche for itself while simultaneously it has raised the bar of expectations for quality Indian content. As the country’s only Hindi-language,...

Television TV Channels Factual
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/18/lallantop.jpg?itok=CoQRKtJ3
Lallantop becomes India’s only digital first news brand to cross 10 mln subs on YouTube

MUMBAI: India's most popular new-age news brand, The Lallantop, has crossed yet another milestone by reaching a whopping 10-million subscriber base on YouTube.

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/18/sony-yay.jpg?itok=NvVIauJF
Sony YAY! associates with Crossword Bookstores to celebrate Children's Day

MUMBAI: This Children’s Day, Sony YAY! in association with Crossword Bookstores took upon themselves to disrupt the regular routines of some families and brought them together for a day full of unlimited masti. The idea was to revive the innocent and euphoric yet simple delights of childhood in...

Television TV Channels Kids
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/18/OMG%21%20Yeh%20Mera%20India.jpg?itok=TDG3SJhF
History TV18 to premiere 'OMG! Yeh Mera India' S6 on Nov 18

MUMBAI: HistoryTV18 presents the sixth season of India’s most successful and longest-running factual entertainment series, ‘OMG! Yeh Mera India.’ Premiering on 18th November, this season will have 10 episodes, airing every Monday at 8 PM. The new season builds on the wonder and magic of earlier...

Television TV Channels Factual
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/18/enter10.jpg?itok=MsXuluEq
Enterr10 to invest in library, innovative programming & distribution to secure market leadership

Free to air (FTA) channels aren’t expected to rule BARC charts. But beating all odds, Enter10 Television has managed to break that stereotype over and over. With five FTA channels in its bucket - Dangal TV, Bhojpuri Cinema, Fakt Marathi, Enterr10 and the newly-launched Enterr10 Bangla, the network...

Television TV Channels Movie Channels
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/18/Eros-now.jpg?itok=k2xmSovn
Eros Now partly assuages Eros International's syndication declines

Eros International Plc (Eros) reported 49.1 percent decline in aggregate revenue to $23.1 million for the quarter ended 30 September 2019 (Q2 2019, quarter or period under review) as compared to the corresponding year ago quarter’s $63.4 revenue.

Television Production House Fiction
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/16/BARC.jpg?itok=E_WBkCzr
BARC week 45: Santoor Beauty Soap claims top spot among brands

The Broadcast Audience Research Council (BARC) India has released its data for top advertisers and brands for the period between 2 November and 8 November 2019. The data reflects the top 10 advertisers and brands across genre on Indian television, including OOH screen, (U+R): 2+, Individuals NCCS...

Television TV Channels Viewership

Sign up for our Newsletter

subscribe for latest stories