In10 Media’s kids channel Gubbare forays into original content

The channel will air the title ‘Akki Jaanbaaz’ on 27 December

Mumbai: The In10 Media Network’s kids channel, Gubbare, is all set to intensify the competition in the genre with original content.

After much anticipation and understanding of the viewer’s television consumption behaviour, Gubbare is gearing up to bring its first-ever magical martial arts superhero – ‘Akki Jaanbaaz’ to life during the festive period. The idea is to create a role model for kids that will be closer to their hearts and have a unique storyline, it said on Monday.

The show will have classic martial art moves and playful characters that will resonate with every kid across the country. The series revolves around a nine-year-old boy Akki who juggles his normal life along with his superhero persona, thanks to a magical belt while finding a balance between the two. Toonz Animation was roped in as the production house of the show.

“Since its launch in 2020, Gubbare has kept kids at the core – be it the characters or stories. The launch of the IPs is a significant milestone for us as we move towards garnering a larger share of the viewership pie,” Gubbare AVP – Content & Strategy Brian D’costa. “With local, relevant, and entertaining narratives, we will further strengthen our original programming in multiple languages as we want to connect with kids across regions. Kids today want differentiated content and our new line-up will fulfill that need-gap in the genre.”

To engage with the audience, the channel also plans to launch a high-intensity marketing plan. From Instagram filters, AR/VR characterisation to a dance challenge, kids will have a chance to win interesting merchandise, it said on Monday.

In the pipeline are two more original titles, ‘Roro aur Hero - Bhoot mast! Zabardast’ and ‘Akul aur Nakul – The Asuras’. Both the shows, catering to different genres, explore the themes of friendship, family, and good vs evil but marry them with comedy with the help of the lovable characters. “Staying true to the channel’s tagline – Masti Ke Phuwarre – the new IPs will celebrate magic, action, and high-quality animation and extend Gubbare’s library to build affinity with its loyal audience. The efforts are also being made to keep the content relevant globally,” the channel said in a statement.

The new show ‘Akki Jaanbaaz’ will air at 12:30 pm and 2:30 pm on 27 December in Hindi, English, Tamil, and Telugu. It will also be available on the network’s OTT platform EPIC ON.

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