Television

‘Pokemon’ resonates with Hungama’s audiences: Vijay Subramaniam

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2014/11/26/Pokemon_02.jpg?itok=tbAlsHdI

MUMBAI: Fun, adventure, friendship, sportsmanship, are all part and parcel of childhood. Bringing a smile on kids’ faces is none other than a series called Pokemon which follows the quest of the main character, Ash Ketchum (known as Satoshi in Japan) a Pokemon master in training, as he and a small group of friends travel around the fictitious world of Pokemon along with their Pokemon partners.

The anime has been running successfully since its debut on Hungama with Pokemon: Indigo League in May 2014 with a new Hindi dub cast. Since its premiere, targeted at the age group of 4-14 years old, it has been consistently ranked on top among kids’ preference.

There are several reasons to it, according to Disney India media networks content and communications VP Vijay Subramaniam, who states that the premise of Hungama has always been to represent the spirit of kids in an unapologetic and unrelenting manner. “Hungama has always delivered on this promise and all our efforts were primarily to consolidate ourselves and deliver a certain style of narrative in the kids’ space.”

The handpicked characters like Ninja Warrior, Doremon or now Pokemon have been a success on the channel because of the interesting narrative, states Subramaniam.

In terms of popularity, the show in its launch week garnered 489 TVTs and ranked number one in total TV among all kids (CS 4-14 ABC) in Hindi speaking market (HSM) during its prime play time slot. Moreover, since launch till date, it has ranked number one in total TV among all kids (CS 4-14 ABC) in HSM and has reached out to 96.9 million individuals (CS4+) out of which 32.9 million are kids (CS 4-14) in all India.

He further expresses that, from May to November, the anime 1.5 million kids tuning in for it, which has lead to an increase of 15 per cent in total viewership.

So how it all began? It was in January 2014, where the channel was brainstorming on what other dimensions it can add to the current portfolio. “The first was to make the promise more active. Naturally, the next dimension we wanted to open up was with action-adventure. Pokemon was out first choice which is a mixture of action, comedy and fun,” says Subramaniam.

The thought that revolved was that all young kids have a fantasy world filled with a lot of imagination. The channel recognised the fact that if Pokemon had captured the imagination of one whole generation about 10 years ago, it was time to bring another generation in contact with the series.

When the network bought the television rights of Pokemon, it needed to get a couple of things right. Firstly, it looked at the complementary strengths of Pokemon and Hungama and how can one fuse them to create companion for the kids.

So, for the first time, the channel launched a weekly series (Monday - Friday) at 1 pm. “It was a conscious decision. The story has a linear track and it is important to keep pace with the kids.”

Apart from the original run at 1 pm, the channel also gives opportunity to kids to sample the content by airing repeats during the day.  He believes that the conversation around ‘Pokémon’ is a real currency for kids.

According to him the complementary strengths of Hungama has been always to keep the conversations, dialogues colloquial and casual. And that’s the exact treatment that the channel has applied in dubbing the Pokemon series. The voices and dialogues are all in tune with how the kids interact today.

Apart from this, the biggest shot in the arm for any successful series on Hungama has been the unique treatment given to the campaigns around it. With Pokemon, the entire campaign was done by using rap-battle. “Rap music has become quite popular with kids today and through rap-battle, the first campaign told the story of Pokemon and what it means to capture all the Pokemon and become the Pokemon master and when the title is given to you.” Once, it became popular, the channel decided that it is the time now to follow up with another rap-battle. This time around, the rap-battle was between two kids.

To maintain and retain the number one position, the channel does consumer research four times in a year to meet different needs. “We are constantly feeding off the insights that we are drawing from consumers. It’s important to know what they like and dislike and not just liberate to getting our answers for programming. It’s the fact that we are engaging and conversing with them and not just researching them.”

On the advertisers’ front, Hungama enjoys a strong run. “Even when we launched Pokemon, we had the support and confidence of the advertisers has only grown further considering the show is now performing a rock solid which is taking the overall Hungama performance up.”

Brands like Heinz, Piramal, Dabur, ITC Foods have associated with the series in the past four months.

According to Subramaniam, this property is not going to see curtains down anytime soon. He believes there are a lot of interesting stories yet to be told. “It is not even a year, and we have so many Pokemon worlds to display to our young audiences. We have got new dimensions and out of those, we will premier one in Early January 2015. Properties such as Pokemon, once when they endure themselves, they have the tendency to stay on for a very long time. This is the property which is going to continue to resonate Hungama’s audiences for a long time,” signs off Subramaniam.  

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/22/ipl.jpg?itok=vqaVWQ7C
200 million tuned in to watch the opening match of IPL: Jay Shah, BCCI

Season 13 of the Indian Premier League has opened to a grand start with millions of audiences across the world watching it on their television and mobile screens. It is one of the biggest live sports events that is happening after a gap of nearly six months. The matches are played in UAE. Star...

Television TV Channels Sports
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/22/goquest.jpg?itok=qClrR34-
GoQuest Media signs international distribution rights for RATS

MUMBAI: Global independent content distributor GoQuest Media has partnered with Czech production company Heaven’s Gate to take the international distribution rights for the gripping crime thriller RATS (6 x 55') - a bold, hard-hitting drama about the Czech drug trade.

Television Production House Post Production
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/22/mahes.jpg?itok=8GUV33om
Leadership secrets & wisdom from Viacom18

Earlier this year during the thick of the lockdown due to the pandemic, Viacom18 CEO Sudhanshu Vats announced that he was moving on from the organisation he headed for around eight years. Earlier, in 2019, his deputy COO Raj Nayak too departed from a company he was associated with for seven years.

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/21/kbc.jpg?itok=B0hEp6Qg
Ten brands partner with season 12 of Kaun Banega Crorepati

MUMBAI: Celebrating two decades of unparalleled success and popularity, Kaun Banega Crorepati not only emerged as a game-changer for the Indian television industry but also instilled a larger focus on the power of knowledge being a great leveler. In its twelfth season, the show makes a comeback...

Television TV Channels GECs
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/21/and.jpg?itok=qXrA49E_
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/21/chrome.jpg?itok=KRUQzWyk
Chrome DM week 37: English Movie emerges as top gainer

MUMBAI: After seeing a marginal growth in week 36, various genres in the broadcasting segment have witnessed noticeable growth in week 37. English movie genre has become the top gainer in week 37, 2020 of Chrome Data Analytics and Media data. The genre has grown by 2.57 per cent. Among English...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/21/flix.jpg?itok=0BDI_ifP
Pad Up For An Innings Of Unrivalled Thrills As &flix Presents Flix Movie League

The much-awaited moment has arrived as one of the biggest sporting leagues finally takes centre stage. But that’s not all! As you welcome back your beloved cricketers on field, it’s also time to root for your favourite heroes on screen with Flix Movie League on &flix. The stage is set for the...

Television TV Channels English Entertainment
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/21/enter10.jpg?itok=9Fh2HwLF
Enterr10 Television strengthens its Bhojpuri play with Enterr10 Rangeela

MUMBAI: In a bid to expand its presence across India and strengthen its foothold in existing markets, leading broadcaster Enterr10 Television announces the launch Enterr10 Rangeela, its second offering in the Bhojpuri region. Enterr10 Rangeela is a Bhojpuri language General Entertainment Channel....

Television TV Channels Movie Channels
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/21/neeraj.jpg?itok=JDedoLCo
Now you see him…now you don’t - the Invisible Hero,

MUMBAI: Sony SAB is all set to enthral the audience with the launch of its brand new offering 'Hero - Gayab Mode On'. The show slated for release in November is one of its kind and the first-ever show on Indian television that brings the best of science fiction and mythology together, where the...

Television TV Channels GECs

Sign up for our Newsletter

subscribe for latest stories

* indicates required