Television

Turner targets young adults with ‘Mr Bean’ licensing products in India

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2015/01/28/Mr%20Bean%20-%2025%20years.jpg?itok=oizB9sWQ

MUMBAI: His ingenuity and child-like nature have managed to capture the hearts of the young and old alike. We’re talking about none other than Mr Bean. Starring Rowan Atkinson, this British television programme has entertained masses of all age groups.

Riding on the success of the franchise, which has seen TV shows, movies and books, Turner Broadcasting System Asia Pacific’s licensing division - Cartoon Network Enterprises - has been tasked with the responsibility of driving licensing activity for Mr Bean for the next three years in key Southeast Asian markets including India.

In India, the company is looking at targeting young adults. The company has the rights to license the property for both the animation and the live action series across product and promotional licensing.

Speaking to Indiantelevision.com, Turner International India director - Cartoon Network Enterprises Anand Singh said, “With its lustrous licensing programme, it made great sense to have an internationally acclaimed, parental approved brand in our portfolio. The brand also gives us entry into the 14+ young adult space.”

This is not for the first time when Turner has acquired licenses of popular characters. In the past too, it had got other franchises such as Ben 10, PowerPuff Girls, M.A.D. and Roll No 21 on-board.

This year also happens to be a landmark year for the franchise. In 2015, Mr Bean celebrates its 25th anniversary with the brand growing from strength to strength. The second installment of The Mr Bean Animated Series is set to debut in Asia Pacific in April, broadcast on Turner’s kids’ channels including on Boomerang in Southeast Asia and Australia, on Cartoon Network in Japan and on Pogo in India.

Cartoon Network Enterprises Asia Pacific VP Melissa Tinker feels that the partnership is a perfect complement to its already strong portfolio. “It is extremely exciting to be representing a brand with such a powerful presence in Asia. For a quarter of a century now, audiences have been chuckling along to the antics of Mr Bean – and his famous teddy – and Rowan Atkinson’s unique creation has become a genuine global brand,” Tinker informed.

Market Expectations

Singh informed that the Mr Bean franchise has got a lot of traction from not only India, but also from the South Asia region. What’s more, a few promotional deals with Mr Bean in Pakistan have elicited great response.

“South Asian markets behave fairly similarly in terms of consumer and buying behaviour. I see a lot of scope for Mr Bean to grow as a franchise in the entire region with its universal appeal and a unique style of humour that could translate in several strong categories,” said Singh.

He also expects a number of FMCG, F&B companies and QSR’s (Quick Service Restaurants) to ride on the popularity of the show and the character to promote their products and services.

One of the most interesting propositions Singh reveals for Turner Licensing is the concept of Mr Bean branded Coffee Shops, which are operational in Thailand and Singapore. With the very English imagery and a quirky look and feel, he thinks there could be scope to do something with local partners in the region.

“We expect to see a strong off-take from e-commerce, modern trade and select mass distribution outlets and mom & pop stores,” opined Singh.

Talking about the revenues that Turner will generate through the deal, he said that classic properties and brands with a strong content pipeline tend to have a steady pace but fad properties tend to burn out after creating buzz in the market.

“This will vary depending on the nature of the brand/ IP in question (action or humour), appeal (universal or niche) the quality of creative assets (style guides) and the overall support from the broadcaster/ IP owner. It is not uncommon for a strong brand/ property to contribute up to 25 per cent of the total revenue generated by the brand. Needless to say pure play licensing remains a business with a lower base but with fairly high profit margins,” he concluded.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/01/indiatoday.jpg?itok=ARdOGnpN
India Today Group to Host Healthgiri Awards 2020 On Gandhi Jayanti

India Today Safaigiri Awards reincarnated as ‘Healthgiri Awards 2020’ is scheduled to take place on 2nd October. This year, the coveted annual event will be saluting the invincible spirit of COVID-19 warriors who have led the battle against novel COVID-19 pandemic. The Healthgiri Awards 2020’ will...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/01/bb.jpg?itok=aLCqkKDn
Bigg Boss ropes in 15 sponsors for this season

MUMBAI:  Bigg Boss is back after tasting a remarkable and groundbreaking success last season and is all set to give 2020 jawab with power-packed entertainment and unlimited drama. With less than a week left for the show to hit the television screens, Colors has attracted some of the leading brands...

Television TV Channels GECs
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/01/colors.jpg?itok=04CG8jvE
BARC week 38: Colors secures third spot in urban market & pay platform

MUMBAI: Colors has made a comeback in the list of top three channels on pay platform and urban market and has replaced Zee TV to be on the third spot in week 38, (Saturday, 19 September 2020 to Friday 25 September 2020) of Broadcast Audience Research Council of India (BARC) data.  Dangal has...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/01/barc.jpg?itok=NntRNA1U
BARC week 38: Dettol Antiseptic Liquid continues to be the top brand

NEW DELHI: The Broadcast Audience Research Council (BARC) of India has released its data for top advertisers and brands for the period between 19 September to 25 September 2020. The data reflects the top 10 advertisers and brands across genres on India television, 2+ Individuals, NCCS All...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/01/ipl.jpg?itok=3u8136_i
IPL clocks 269 million viewers in opening week: BARC-Nielsen

NEW DELHI: Dream 11 IPL has started with a bang as the much awaited tournament clocked over 269 million viewers in its opening week, as per the BARC Nielsen data. The tournament clocked over 60.6 billion viewing minutes across seven matches and 21 channels. The viewership, this year, was higher...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/01/zee_0.jpg?itok=yXjzQtIB
Zee Entertainment launches its first lifestyle channel, Zee Zest

MUMBAI: Zee Entertainment Enterprise Ltd (Zeel) launched its first lifestyle channel – Zee Zest, where one can unlimit life through its varied and comprehensive line-up of shows. The channel which has started from will present content that will be a perfect encapsulation of food, travel, lifestyle...

Television TV Channels GECs
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/01/zee.jpg?itok=fggm_zL-
ZEE Biskope culminates Kamariya Kare Hip Hop with resounding success; to announce winners on Oct 4

On the occasion of Dance Day (September 19), ZEE Biskope presented fans with a unique dancing treat in the form of its recently-curated engagement drive – Kamariya Kare Hip Hop. Taking the channel experience far beyond the realm of their blockbuster movies, the initiative, a category first, reached...

Television TV Channels Movie Channels
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/01/nippon.jpg?itok=sh7oyqiO
Nippon TV elevates two executives, announces growth plan

MUMBAI: Currently ranked as the number one commercial TV broadcaster in Japan and having had significant global success since launching its International Business Division (IBD) in 2014, Nippon Television Network Corporation (Nippon TV), Japan’s leading multiplatform entertainment powerhouse,...

Television TV Channels People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/30/barc.jpg?itok=jysEwKNW
Non-Hindi channels continue to dominate top 10 pay channels across genres

BENGALURU: As the progress in the Sushant Singh Rajput case seemingly tapered off, the news genre lost some of its sheen in terms of weekly impressions in Week 37 of 2020 (Saturday 12 Sep 2020 to Friday 18 Sep 2020, week or period under review). Broadcast Audience Research Council of India (BARC)...

Television TV Channels Viewership

Sign up for our Newsletter

subscribe for latest stories

* indicates required