Kids' channels undaunted by IPL

MUMBAI: It seems that the kids’ segment of the television audience is immune to the charms of the Indian Premier League (IPL). When the T20 league is back for its yearly jaunt, it is common consensus that general entertainment channels (GECs) suffer the most in terms of viewership. Moreover, especially since the summer vacations are on during the months of April and May, each year the IPL threatens to grab a large chunk of viewership from kids’ channels as well.

While GECs sounded the alarm in March by attempting to spike viewer interest with show launches, kids’ broadcasters didn’t feel the need to do so.

Well, this doesn’t mean that the kids’ channels must not be on guard. While few broadcasters do not see the IPL as a big cause for worry, some have readied a differentiated strategy in a bid to retain viewership on their channel.

Discovery Kids, which recently launched Little Singham, has plans to attract fans by releasing stories on little Singham playing cricket. Discovery Kids head Uttam Pal Singh said that the IPL isn’t a threat to the channel. “What kids do is they have the snippets of the match and then again after a while, they come back to watch their favourite character. We have some interesting strategy in place; let’s see how they pan out.”

On the contrary, Singh says that the period witnesses growth in viewership because of it being a time of vacations.

Viacom18 kids entertainment cluster head Nina Elavia Jaipuria agreed with his point. “Summer is the most important quarter in the year for the kids’ genre given that it is a holiday season for kids.  The summer quarter is brought alive for kids by Nickelodeon through some high-decibel and immersive engagement activities, a robust content pipeline of new episodes and made for television movies etc. of kids’ favourite characters like Motu Patlu, Shiva amongst others,” she said.

This also translates into high advertiser interest in the kids’ category in the April-June quarter, given the increased engagement opportunity with kids as well as parents.

The recent addition, Sony Yay, has spruced its line-up with a host of new shows and movies. It too believes that IPL doesn’t heavily impact the genre because of its late evening timing giving kids the whole day to watch.

Sony Yay head Leena Lele Dutta said, “The original time slots that we have is 9.30 am in the morning and during summer it is 12.30-1.30 pm in the afternoon. We aim to thrust everything during the time when they have the remote in their hand.” Viewership does taper off in the evening but by this time, much of the content has been consumed by the kids.

Kids broadcasters are confident that IPL does not impact viewership but have ensured that kids can make the most of the day time during their summer vacation.

Also Read :

Should junk food ads be banned on kids' channels?

20 years later, 'The Powerpuff Girls' still breaking stereotypes

Japanese kids' content going strong despite home-grown onslaught

Animation industry anticipating OTT revolution by 2020

Latest Reads
Sportskeeda partners with Lifebuoy to host Rajasthan Royals' Shane Warne and Sanju Samson on SKLive.

In an exclusive interview sponsored by Lifebuoy, the world’s number one germ protection soap brand*, Sportskeeda's interactive chat show SKLive got an opportunity to chat with the Rajasthan Royals’ brand ambassador and mentor Shane Warne and their rising star Sanju Samson.

Television TV Channels Sports
BARC week 41: Colors retains second spot on pay platform & urban market

MUMBAI: Zee TV displaced Sony Sab to bag the third spot on pay platform in week 41 (Saturday 10 October 2020 to Friday 16 October 2020) of Broadcast Audience Research Council of India (BARC) data. Sony Entertainment Television climbed up to fifth position in pay platform. Sony Sab secured fourth...

Television TV Channels Viewership
BARC week 41: Amazon and Flipkart lead top brands list

NEW DELHI: The Broadcast Audience Research Council (BARC) of India has released its data for top advertisers and brands for the period between 10 October to 16 October 2020. The data reflects the top 10 advertisers and brands across genres on India television, 2+ Individuals, NCCS All demonstrating...

Television TV Channels Viewership
News Nation is all prepped up with special content this Bihar Elections

The country is gearing up for its first full-fledged elections amidst the COVID-19 pandemic. With the dates approaching, excitement is increasing but there is also a sense of panic. For a total of 243 seats, major political parties are preparing for a fierce battle. Meanwhile the Government...

Television TV Channels News Broadcasting
Partnership with Kapil Sharma will attract more advertisers: Sony YAY business head

MUMBAI: With schools closed and few opportunities to have fun outside, kids have been cooped up indoors. Parents, busy with their own work from home gigs or just tired from constant child-rearing, plonked their charges in front of TV sets to keep them occupied and out of their hair. This led to a...

Television TV Channels Kids
NH Studioz appoints Ravi Malik as CEO

MUMBAI: In a major shake-up in its corporate leadership, NH Studioz has brought in Ravi Malik as CEO, appointed Rohit Bohara as digital head and named Jatin Pandit as head of its business operations and productions.

Television Production House Post Production
News18 India's Bhaiya Ji Kahin is at Ground Zero in Bihar to capture voters’ expectations ahead of the assembly polls

After travelling across different districts to bring forth the real concerns of the people from ground zero amidst the ongoing pandemic, News18 India's popular show Bhaiyaji Kahin has been travelling across the poll bound Bihar. Considering the significance of the state assembly elections in the...

Television TV Channels News Broadcasting
ZEE Entertainment announces strategic restructure of organization

MUMBAI: ZEEL has announced a strategic restructuring of the organization in line with its  ‘ZEE 4.0 Strategy’. As part of the restructure, the company has brought in Rahul Johri as president – business, South Asia. He will be responsible for leading the integrated revenue and monetization team. In...

Television TV Channels GECs
Strengthening their VFX vertical, Contiloe Pictures ventures into Hollywood with ‘American Pie Girls’ Rules’

After creating a mark for themselves in the television industry, in Indian Cinema and the Web, Contiloe Pictures has now announced their extension into Hollywood by bagging their first ever International project - ‘American Pie Girls’ Rules’. Strengthening their VFX portfolio, the content...

Television Production House Post Production

Sign up for our Newsletter

subscribe for latest stories

* indicates required