Kids
POGO, India’s number two kids’ channel, has planned a double whammy in January to celebrate its second anniversary. In a month-long tribute to the enormous support that Indian children have lent the channel, starting January 1 on its birthday, POGO will feature several special programming franchises.
Six years after its launch in India, Nick is accelerating its localisation efforts. Starting January 1, 2006, Nick will be available as a 24-hour Hindi language service in Hindi speaking markets. For audiences in non-Hindi speaking markets, the channel will continue to be delivered in English.
Non-traditional apparel manufacturers like Disney and toy manufacturers Mattel are gung-ho about the apparel market. Last month, Disney launched a range of apparel and fashion accessories to be manufactured and marketed by Indus Clothing Ltd that will launch 20 Disney stores in 2006-07 in India. Mattel is also hoping its Barbie apparel will be a significant revenue driver for the brand.
Chocos, the ‘chocolatey’ breakfast cereal from Kellogg’s, has been making good ground by using a kid engagement model for advertising. It recently unveiled a two-part communication model aimed at increasing kids’ involvement with Chocos through an interactive and exciting adventure called ‘Chocomanjaro Adventure’.
The STAR Plus 7.30 pm to 8.30 pm block on week days is perhaps one of the most fickle blocks for the channel. In terms of ratings, there is barely any difference between the leader and other mass channels in this block. However, for STAR Plus, this is one of the most important blocks as it is the only time band on week days that houses original content for kids.
Ultra Movie Channel has tied up with Harvey Entertainment Company to bring well-known cartoon characters like Casper-the Friendly Ghost, Richie Rich, Hotstuff, Wendy-the witch, Harman and Katnip to gladded the hearts of every Indian kid.
Hungama TV is in the midst of launching one of the bigger bets that we have seen from the channel in a while. Coming on December 12, 2005 is a new interactive dramedy, which is planned as a 15 minute show on weekdays in the 7.30 pm block.
Nick, the TV channel for kids, has launched a whole new destination for kids – the NickToons block from 4-6 pm. On weekdays, the block features Rocket Power, CatDog, The Adventures of Jimmy Neutron and Chalkzone, while on weekends, it’s All Grown Up, Fairly Odd Parents, SpongeBob SquarePants and The Angry Beavers.
'Toon Cricket', Cartoon Network's signature marketing event, has been specially conceptualised by Cartoon Network for Indian kids will take centrestage on December 4 In Mumbai.
Disney Channel and Microsoft have come together to offer Indian kids a unique opportunity to unleash their creativity with ‘Start your story’ contest. Following deals with DD and earlier with STAR, this is yet another interesting tie-up that the company has forged to accentuate its presence in relevant segments.
Sahara One Television, India’s leading general entertainment channel, has signed an MoU to source content from SpaceToon Media Group, Middle East’s largest kids’ entertainment brand for animation and live action content. The channel has commenced ‘SpaceToon Hour’, which begins next month.
Children can look forward to a non-stop bonanza on their special day on November 14 with all kids’ channels lining up attractive programmes for the little ones.
Filmmakers and broadcasters in India have realised the potential of making good quality films and programmes for children. Popularising entertainment for kids is being done not just by aggressive advertising, but also by constantly churning out innovative ideas for promoting creativity that will immediately enchant children.
The action never ends for kids’ channels and Diwali has turned out to be an excuse to do a lot more for the little viewers. Almost every channel has planned a blast and children are spoilt for choices this Diwali – ranging from blockbuster movies to new programmes and a lot of magic and even some cool merchandising.
Ultra Movie Channel Ltd has tied up with Kiddinx Merchandising GmbH to market Benjamin, the Friendly Elephant, in India. Benjamin is Germany’s most popular animated toon character, which has proven child appeal as a positive educator and entertainer, a friend and mentor who blends fantasy and reality.
Supporting India’s Sarva Shiksha Abhiyan initiative, non-profit educational organisation, Sesame Workshop, and Indian kids’ entertainment leader, Turner, have announced the production partner for ‘Sesame India’, the Indian adaptation of world-renowned children’s series ‘Sesame Street’, set to debut on Cartoon Network and POGO in 2006.
In a move to capitalise on the booming cartoon-based toys retail market, Funskool India has entered into an agreement with the Walt Disney Company to woo little girls with Disney’s Princess range of dolls and role-play sets.
UTV Toonz, the animation division of UTV Software Communications Ltd, has entered into yet another animation deal of $10 million with New York based BKN New Media Inc. With this deal, international toon house BKN will be outsourcing animation production to UTV Toonz.
UTV India and Astro, Malaysia – a key DTH and pay TV operator in the region – have entered into a joint venture to launch two kids’ channels in South East Asia, which are on Astro’s DTH platform across Malaysia, Indonesia, Brunei, and later on in Singapore.
Cartoon-based toys have been creating a ripple or two from time to time in the Indian toy market. But the challenges of piracy have ensured that the segment hasn’t become as big as it is internationally.
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