Archive for the ‘Kids’ Category

Kids Ka Jai Ho!

June 10, 2009

Surely the biggies of the Hindi general entertainment space have been channelising their efforts to attract the kids segment. If Colors has been trying to capture the small pops through its top-rated shows Balika Vadhu and Uttaran, Zee TV is gearing up to use this arsenal in its new property Aap Ki Antara.
But has this effort anyhow eaten into the viewership pie of the discerning bunch of little champs, the kids’ channels as a category? Not really!!! If 2008 saw the kids genre close at a 13.78 per cent share (period Jan-May 2008, All India C&S 4-14), the same period in 2009 (period Jan-May 2009, All India C&S 4-14) saw the genre grow by 1.08 per cent.

Kids Genre Share % in 2009
Month
ALL INDIA 09
Jan
13.9
Feb
13.6
Mar
14.5
Apr
15.6
May
16.6
Source: TAM, C&S 4-14, All India

Within the category, again, there are a few transitions. While Cartoon Network still continues to hold the fort, the channel has seen a slight dip of 0.4 per cent in its market share for the period between January to May in 2009 as compared to the same period last year.

Sibling channel Pogo too has surely managed to remain number two in the space. The channel has also seen a rise in its market share from 20 per cent in 2008 to 22.8 per cent in 2009.

All India Market
Channel
Jan
Feb
Mar
Apr
May
Cartoon Network
29
26
27
24
23
Pogo
23
24
24
22
21
Nick
17
16
15
21
20
Hungama
14
15
17
14
18
Jetix
10
11
10
9
9
Disney
7
7
7
9
8
Spacetoon Kids TV
0
0
0
0
0
Source: TAM, C&S 4-14, All India

HSM Story

Nevertheless, when it comes to slicing the market further to concentrate on the HSM space, the view is visibly different and new. While CN has seen a slight dip here too for the same period over last (Jan – May 2008), it has been ousted for the first time ever by new market leader Nick for the last two consecutive months. Nick has also seen a 4.4 per cent upward swing in its market share, compared to 2008.

So what helped Nick emerge as the number one kids channel in the Hindi speaking market?

“There are a couple of factors that helped us attain this position. First, the Nicktoons – characters that have helped Nick establish space and engagement with the kids leading to an increase in the stickiness of the channel,” says Nick India SVP and GM Nina Elavia Jaipuria.

“Second, we have managed to take Nick beyond television, thus making it more tangible. And I think we did that very successfully with our experimental 360 degree marketing philosophy – we wanted to be in every place where children are,” she adds.

In 2009, CN, however, continues to remain above Nick at 23.4 per cent (Jan – May 2009). Pogo hasm meanwhile, climbed 4.6 per cent up over last year to garner 22 per cent market share.

HSM Market
Channel
Jan
Feb
Mar
Apr
May
Nick
22
20
18
25
25
Hungama
17
19
21
17
22
Cartoon Network
27
25
25
21
20
Pogo
22
24
24
21
19
Disney
8
8
8
10
10
Jetix
4
4
4
5
5
Spacetoon Kids TV
0
0
0
0
0
Source: TAM, C&S 4-14, All India
While there is definitely a Cartoon Network vs Nick tale here, there seems to be a new contender creeping up the ladder to challenge the old bee.

Latest Tam data shows that Hungama TV, the kids channel for 4-14-year-olds which saw a 8.8 per cent fall in its market share over last, has relocated to the number two spot to push CN down the ladder for the month of May, 2009.

Recently, as part of its revamping strategy, the channel had introduced three new bands during summer and infused new shows into the bands. And its quite evident that the channel shored up its ratings post the change.

The channel had acquired two live action shows, Hatim from Star and Dharam Veer from NDTV Imagine to put them under the action band, Dum Powder. The Trouble Soda band features shows such as Doraemon and Ninjaboy Rantaro while Fun Gas showcases Shinchan and Asari Chan.

Disney channel, meanwhile, has also exhibited an upward growth in its market share.

Well, indications are on that while competition is really getting fierce, competitors are also putting their acts together to displace the winning feather from CN’s hat.

So, does CN foresee any collision ahead?

Says Turner International India vice president and deputy general manager – entertainment networks, South Asia Monica Tata, “Cartoon Network and Pogo’s relative shares in HSM have grown this January-May 2009 to 45 per cent from 41 per cent in the same period in 2008. These numbers are also a reflection of Turner’s long term vision and strategy for India that has paid rich dividends making Cartoon Network and Pogo the most viewed and loved brands amongst kids in India. Not only kids, but parents too give the highest endorsement to these two networks as their choice for kids (per New Generations 2008).”

“Besides, we also enjoy the lion’s share of the advertising pie. Increased competition has not outstayed us from our leadership position in the last 13 years and that’s a merit/result of our focus on the long-term rather than short-term measures and gains and a proof that we know and service our consumers best amongst all,” Tata adds.

South Story

Treading the Southern path, CN indisputably continues to rule the region exhibiting its leadership crown. Placing itself at the second spot, however, is not CN’s sibling channel Pogo, the second in command in the All India market, but Disney’s Jetix that is fed on action adventure content and targeted at only boys between the age-group of 6-10.

“Of the two global channels (read Disney and Jetix), Jetix is a more defined channel. We have made it available in four languages – English, Hindi, Tamil and Telugu,” said Walt Disney Television International (India) senior vice president and managing director Antoine Villeneuve earlier in an interview with us.

South Market
Channel
Jan
Feb
Mar
Apr
May
Cartoon Network
36
32
35
34
32
Jetix
27
32
30
26
30
Pogo
26
26
25
27
26
Nikelodeon
3
4
4
5
5
Disney
4
3
4
4
3
Hungama
3
3
3
3
3
Spacetoon Kidss TV
0
0
0
0
0
Source: TAM, C&S 4-14, All India
Advertising and the kids’ genre

Advertising growth came under pressure amid recession and clients and advertisers became cautious about their ad spend. As a result kids channels were stressed to move to quarterly deals with big advertisers, slash their ad rates and see some brands do a walk out. Yet, in spite of all, the category saw its ad volume grow by 36.87 per cent for the period from January to May 2009 over the same period last year.

Period
Jan-May 08
Jan-May 09
AD Volumes (Secs ‘000s)
7726
10575
Source: TAM
So does this increase indicate that existing advertisers had increased their spots across the kids channels while channels were unable to attracting new advertisers during the recessionary period?

“Not really. Television is the cheapest medium to reach out to the masses. For every other medium, there is an extra amount to be paid. Manufacturers understand this and they have also recognised our growth. And, thus, even during recession we have doubled our rates,” says Nick’s Nina Elavia Jaipuria.

While Nick claims that despite challenging times the channel quadrupled its sales revenue as advertisers found value in what they offered, Cartoon Network was on course to achieve its yearly targets.

“We’ve added more value for the advertisers with innovative and customised solutions. For example, ‘The Winning Secret’ a contest specially created to build Boost’s association as the energy partner for the Rajasthan Royals that received over 84000 entries! And, ‘Morning Shines’, a customised pre-school programming block specially packaged for Johnsons Baby Top-to-Toe Wash,” says Tata.

Apart from traditional advertisers, broadcasters state that a lot of non-traditional advertisers across sectors like FMCG, investment banks and durable products are also eyeing this space. The rationale behind this, they feel, are an increase in the co-viewing pattern and also the mere pester power of kids who have the ability today to influence parent’s decisions.

“In order to spend time with their kids, parents end up spending a lot of time on the kids channels. Also, animation as a category is today appealing to adults. Thus, a lot of co-viewing is taking place,” explains Jaipuria.

Cartoon Network, meanwhile, claims that over 30 per cent of the channel’s advertisers reach out to its secondary audience (that is 15+) such as Procter & Gamble, Gillette, Johnson & Johnson, Colgate Palmolive, Hindustan Unilevers, Reckitt Benckiser, SC Johnson, Marico, Vodafone, Bharti Airtel, BSNL, LG Electronics, Voltas, Whirlpool, Hitachi, Tata Tea and L’Oreal, amongst others.

Says Tata, “We have a robust portfolio of clients comprising both traditional and non-traditional kids’ marketers with over 165 clients between Cartoon Network and Pogo. We are confident of further upping our non-traditional clientele, as 47 per cent of all viewership for the channels comes from CS 15+ audiences.”

Broadcasters feel that the main factors that have led to the growth of the genre are localisation of content, co-viewing pattern, pester power of kids and taking the medium beyond the television space through licensing and merchandising, on-ground activities, constant promotions, polls, votes and contests.

Local content adds a lot of local flavour to the content and therefore helps in increasing the channels’ stickiness. CN believes that the 20 Indian animation shows/features playing on the channel have worked well for the channel. And its 2009 plan, therefore, is to expand on Indian animation content. For Pogo too the focal point will be to expand its original production.

Similarly, while Disney has managed to establish its brand connect with audiences through its franchises, the ratings have been coming in from locally acquired live action content.

“There has been an effect on ratings, but when it comes to a brand connect with the kids it is with our franchise properties. The best example of this is Hanna Montana. Our endeavour is to build a localised experience through Hanna Montana and our other properties,” says Villeneuve.

All said and done, industry believes that even though the category’s viewership continues to grow, even today it remains hugely under indexed. “As a result, in spite of contributing 7 per cent to the total television viewership, it commands only two per cent of the entire television ad revenue pie. This is because of the baggage that the space has been carrying over the years where advertisers are used to paying to the GECs,” avers Jaipuria.

Advertisements

Disney unveils KidSense ‘codes’ survey

February 1, 2009

The third edition of Disney’s KidSense has unveiled the new tween ‘codes’, which replace the old tenets for tweens in India. 

These emerging codes are visible in the three Cs – Culture, Clan and Core, of tweens lives. The KidSense 3 qualitative study, attempts to ‘sense’ the truth and trends of the tweens, across metros and smaller towns. 

The research also provides a peek into the future of mass tweens by researching the core life environments of ‘trendy’ tweens. The findings showcase similarities in the direction of this movement in tween psyche, while the pace of these changes and shifts vary for trendy and mass tweens. 

According to Antoine Villeneuve, senior vice-president and managing director, Walt Disney Television India, the network is already using some of the findings for its programming. 

Villeneuve said, “Tweens today are wise, wired yet vulnerable. Understanding the dreams, realities, environments and aspirations of Disney Channel audience is an important pillar for creating relevant and memorable experiences that are appealing, entertaining, safe and family inclusive.” 

Some of the emerging codes of Culture from Disney’s KidSense 3 show that the trendy tween is the ‘techknow’ generation, seamlessly merging the physical and digital spaces, while the mass tween is many steps behind. Tweenglish is the new language that is vital to the tween’s identity – constantly evolving, dynamic and is visible across mediums. 

Investing in interests for the future – alternative careers are becoming the mainstream careers, especially for trendy tweens. While classical careers prevail for masses, there is more openness to different career choices. The study findings also show that tweens have million dollar dreams and money power is more than just purchasing power. 

For the categorisation of Clans, the finding shows that the groups are the new family for tweens – whether it is a ‘Bonding’ group, where the tween can show their true self, or a ‘Badge’ group, where they showcase self. 

They seek the status of Badge groups and the security of Bonding Groups. The tweens have found greater openness and freedom with parents. Trendy tweens are both openly complimentary and critical of parents, while mass tweens are more conventional.

Gitanjali Ghate, managing director, The Third Eye, an Indian research agency that carried out the research, stated, “The findings from this study are remarkable because the ‘sensing’ has been done through a different process. Disney’s KidSense 3 was a collaborative research exercise with embedded observations and co-creation of data. We had tween researchers versus just tween respondents along with mothers and experts from tween’s lives.” 

The third edition of Disney’s KidSense was undertaken with 300 kids between the age of 8-14 years, and their mothers, across the cities of Mumbai, Delhi, Chennai, Ahmedabad and Lucknow over a period of three months.

The reports were collated based on surveys conducted across four modules – comprising friendship gangs of boy and girls, trendy tweens, focus groups of mothers with kids, and conventional and unconventional kids experts from various walks of tween’s lives.

Popeye enters public domain in Europe

January 4, 2009
The copyright on the cartoon character Popeye has expired to thrust it into the public domain in Europe. According to the Europe copyright law, an author’s rights lay protected only until 70 years after his/her death.

Elzie Segar, creator of this spinach-munching character, died at the age of 43 in 1938.

 

Also, Britain’s copyright law is such that now anyone can sell merchandise like posters and T-shirts using Segar’s Popeye artwork, and even create new Popeye comics and TV series, without permission and without having to pay any sort of royalty.

 

In the US, however, Popeye will remain copyrighted until 2024 as US protects rights for 95 years after the author’s death.

Spacetoon Media to launch kids channel on 14 January

December 2, 2008
Kids Media India (KMI), a wholly owned subsidiary of Dubai-based Spacetoon Media, is launching a Hindi kids channel in India on 14 January.

“Spacetoon is launching on 14 January. The company has completed all the necessary requirements to put up the channel on air,” says a source close to the development.

Targeted at the age group of 4 to 12 years, the Hindi kids channel will be a mix of animation and live action.

The free-to-air (FTA) kids channel, has got its distribution in place, says the source.


document.write(“<iframe marginheight=0 marginwidth=0 width=440 height=”+kidologycenterfirstht+” frameborder=\”0\” scrolling=\”no\” src=\”/templates/itv/kidology_center_first.php\”></iframe>”)

Spacetoon India has roped in Yazdi Sodawaterwala as India distribution head of the channel. He comes in from Broadcast Initiative Limited (Live India and Mi Marathi), where he was vice president distribution.

Based out of Mumbai, Sodawaterwala will be reporting directly to Spacetoon India MD and CEO Rajiv Sangari.

As reported earlier by us, KMI, which is in the process of launching a kids channel in India, has a fund requirement of Rs 1 billion over three years.

KMI has already received Rs 780 million from its parent company, Spacetoon Media Group.

Spacetoon Media runs Spacetoon TV, a kids entertainment cartoon channel, since March 2000. The channel transmits in more than 22 countries throughout the Middle East, North Africa, Indonesia and Korea.

Pogo to launch Hole in the Wall from July 28

July 26, 2008

Pogo, the kids’ channel, will launch an exciting game show called Hole in the Wall, from July 28 at 6 pm, airing every Monday to Friday.

Hole in the Wall will engage the audience with the challenging fumbles and stumbles of the participants, and is hosted by Cyrus Sahukar. The show format is licensed from FremantleMedia and is produced by Wizcraft Television in India.

Krishna Desai, director, programming, Turner International India, said, “Pogo is India’s first kids’ channel to acquire a format show. Research and the very successful shows such as Takeshi’s Castle, Just for laugh Gags, have demonstrated that shows with physical challenges and comic moments resonate high among Indian audiences. This encouraged us to bring Hole in the Wall, with its clutter breaking format to India.”

Each episode of the action-packed Hole in the Wall comprises of two teams with three contestants each, all dressed in special team-colour costumes with cushioned gears ready to face the wall and take on the opposition team.

As the moving wall speeds towards the waiting team player/s, they are required to align themselves to the weird cut out shape/s in the approaching wall, all in seven seconds or be swept into the pool. The game requires fast thinking, dexterity and clever teamwork to keep dry and score higher points.

Cartoon Network to air Ben 10 on June 5

May 31, 2008

To celebrate World Environment Day, Cartoon Network, the No. 1 Kids channel, will air Ben 10 episodes on June 5 from 2 pm to 6:30 pm.

The action animated series, follows the adventures of Ben Tennyson, a 10 year old boy, who transforms himself into ten different alien-beings through the mysterious watch (Omnitrix), each with a unique power and incredible abilities, yet allowing him to keep his kid personality.

Ben 10, has been one of the biggest properties and its launch in the country has been supported by an exciting range of consumer products across multiple categories.

Cartoon Network to open theme park in Kuwait

February 5, 2008

Turner Broadcasting System’s Cartoon Network Enterprises (CNE) has partnered with Kuwait’s Future Kid Entertainment and Real Estate Company to create a fully branded indoor theme park in Kuwait City. The park will open by the end of this year. This marks the first CNE venture into branded theme parks within the Europe, Middle East and Africa (EMEA) region.

Turner Broadcasting System Europe president Jeff Kupsky commented, “This is a timely and exciting deal which puts Turner at the heart of a thriving entertainment industry in the Middle East. The Kuwait City indoor theme park will enable visitors to sample the Cartoon Network experience on a grand scale, and truly interact with our characters and brands.”

With more than 3,500 square metres, the park will include Cartoon Network-branded games and rides, character costume events, merchandise areas and promotions with onsite food and beverage outlets.

Cartoon Network Enterprises (EMEA) VP Alan Fenwick added, “We are thrilled about partnering with Future Kid on this project. This deal is the first in a long-term theme park strategy and extending kids enjoyment of Cartoon Network by bringing its characters into the physical world.”

NGC Asia expands Nat Geo Junior block to other countries

February 5, 2008

National Geographic Channel (NGC) Asia has expanded its Nat Geo Junior block to other Asian countries. This block is already present in India.The one-hour block is now also airing on the Hong Kong and Association of Southeast Asian Nations (Asean) regional sattllite feed. Nat Geo Junior was created to inspire young viewers to explore the world beyond the classroom through its educational and highly engaging documentary programmes.

NGC Asia senior VP (programming and broadcasting) David Gunson says, “National Geographic Channel has always been the trusted partner in exploration, education and conservation. Nat Geo Junior is the perfect companion for teachers, parents and students to explore beyond the classrooms. From the little known facts of how things work to the everyday science and the secrets of the wild, Nat Geo Junior documentary programmes are informative, engaging and offers fresh insight into our world.”

In Asia, Nat Geo Junior is expected to reach over six million households for viewers aged 7 – 16 years.

“We are excited with the launch of Nat Geo Junior in Asia. While National Geographic Channel is about pushing the boundary of the way we understand our modern world, Nat Geo Junior provides a positive, fresh, relevant and trusted learning environment for our young viewers,” adds Gunson.

The current programming lineup includes I Didn’t Know That, Mad Labs as well as the premiering series Wild Detectives.

Al Jazeera Children’s Channel joins Arab Broadcast Union

February 2, 2008

DOHA • Al Jazeera Children’s Channel, the first Pan Arabic edutainment channel, has signed the membership agreement to the Arab States Broadcast Union (ASBU). This remarkable milestone came as a resolution of the Union 27th Ordinary Session of the General Assembly held in Tunis on January 11, 2008.

The membership signing ceremony took place during the visit of the Union’s delegation to JCC’s headquarter in Doha, between Salah El Dine Maaoui, ASBU Director General and Mahmoud Bouneb, Executive General Manager of JCC.

“Al Jazeera Children’s Channel’s membership to the Union is an added value to Arab children media. I believe that JCC has proven to be a considerable edutainment tool for children. We are certain that JCC will play a very active role at ASBU,” said Maaoui. Bouneb said: “We are pleased to join the ASBU. We hope the participation of the young and active Al Jazeera Children’s Channel brings forward and develops the children Arab media industry. Our main objective is to work hand in hand with ASBU in order to regulate the free to air stream of inappropriate content breaching our cultural boundaries and values, and reaching the minds of our families and children,” Bouneb added.

Nickelodeon launches interactive sitcom for kids

February 1, 2008

Nickelodeon is to bring its interactive sitcom iCarly to UK children this March.

The comedy follows 13-year-old Carly and her friends as they host their own online TV show about their adventures.

Viewers can then go to Nick.co.uk to upload their own content, play games and watch clips.

From spring, UK viewers will be able to upload content that will then be incorporated into the script of iCarly.

The show began last September in the US, with up to 13m viewers over its premier weekend.

Nickelodeon UK MD Howard Litton said, “We’re very proud and excited to be introducing iCarly to the UK audiences, the show has a superb production and talent line-up, combined with a very strong plot.”