What is the local content strategy adapted by the channel to attract viewers and more so encourage co-viewing (kids & parents together)?
Although, traditionally, kids‘ channels are perceived to cater to only to children, the latest findings of Cartoon Network New Generations , our proprietary research, shows that a majority of parents (three out of every five parents) watch television with their kids; morevover, cartoons are their most preferred genre after serials. Our strong portfolio of shows such as Tom and Jerry, Ben 10, Oggy and the Cockroaches, Chhota Bheem, etc. cross age limits and appeal to parents as well.
What kind of numbers are you generating in terms of viewership and what kind of audiences and from where?
What is the competitive landscape like? Who are the main viewers (age, urban, non-urban, etc)?
What are the initiatives and plans you have to promote merchandise along with highlighting the scope for partnering with a retailer?
Cartoon Network Enterprises has licensee partnerships across all key merchandising categories such as toys, games, apparel and accessories, publishing, back to school, gifts and novelties, sporting goods, confectionary and home video amongst others. We also have significant business coming in from promotional licensing where we partner with large FMCG companies to offer free character branded give aways on purchased goods. Today, Ben 10 franchise is the number one boys action property in India that has sold over 950,000 units of toys and counting.
Apart from these traditional categories, we have successfully leveraged our business by launching innovative products to keep up with the trends in the market. Some of these include, digital video-ebooks based on the popular Ben 10 series and M.A.D. Let‘s Doodle! School graded art and craft books and M.A.D Live classes based on the successful show M.A.D. (Music Art Dance).
Taking this engagement to a new level, we recently brought an international stage show called ‘Ben 10 Live: Time Machine‘ to India. The show gave kids the opportunity to see their favourite superhero and his aliens live on stage and the audience response was phenomenal.
As far as partnering with retailers is concerned, currently our products are sold across traditional, modern retail channels as well as through school clubs and fairs. We have excellent relationship with individual retail chains built on a solid win-win philosophy. While the retail chains are able to provide the requisite infrastructure, we have the unique ability to create branded experiences and environments to engage with our consumers. We actively do in-shop promotions, retail activations, and meet and greet events.
How big is the broadcast advertising market and what is the share of the kids‘ genre?
Which categories spend the most on advertising on your channel? Which companies spend the most money?
Are there any new emerging spenders?
What does advertising on such channels offer to these advertisers? Any trends and insights you can share for the same?
Kids are the primary decision-makers when it comes to certain categories, like chewing gum, candies etc. Kids form key influencers on other categories. They have a say on almost all household purchase decisions be it televisions, computers, mobiles, automobiles etc. This is apart from regular household consumption items like oral care, ketchup, ready to eat snacks etc.
As a result, advertisers come to the channel to target kids, both as primary consumers as well as key influencers. Apart from this they can reach the parents. A large number of advertisers like FMCG, durables are coming in to target the parent - FMCG for the mothers, durables for the fathers. This is the area of new growth for the kids genre.
At Turner, we believe in selling solutions to customers that can be leveraged across multiple media. Our properties work extremely well for clients on TV as well as beyond TV, and clients increasingly see the benefit of the same. For example:
*With Johnson & Johnson BandAid, we offered a promo licensing deal of Chhota Bheem, the most popular kids‘ character. This deal offered the brand online presence on our websites, sponsorships and was topped off with a school contact program across six cities tapping over 500,000 students.
*HP printers partnered with Rob, the iconic host of POGO‘s M.A.D. show, to conduct customised workshops and an event that was promoted on both kids channel through attractive vignettes.
*GlaxoSmithkline‘s Horlicks continues to partner with Cartoon Network, to create customised exam videos giving children tips on studying for exams. This is the third year in a row that we have been working with them.