Kids
In its endeavour to aim for an August–September launch, Hungama TV is crystallising resources on all fronts. Not only are the people in place, programmes and the marketing activities have rolled out too.
Marvel Enterprises Inc and Gotham Entertainment Group – the Indian publishing licensee of Marvel Comics and the leading publisher of different international comics in South Asia, has announced the launch of Spider-Man India. The Indian version of the Spider-Man would be Pavitr Prabhakar.
It is not only the purchase of FMCG products and electronic gadgets which kids have an influence on. A recent study by market research agency Synovate has found that children have an overwhelming influence on the purchase of a car.
Mattel Toys targets tweens with its products. The 8-12-year age group not being an easy audience to capture, Mattel is trying to reach out to them with concept stores and tie-ups with the channels that tweens are fond of viewing.
After a slow start, POGO seems to be settling down in kids’ space rather well now. What is even more interesting is that the channel is not eating into Cartoon Network’s share. The two channels seem to be complementing each other and not involved in a fray.
Catch them young, watch them grow’ is the latest mantra at the FMCG major Hindustan Lever Ltd (HLL). For the first time, the soap-to- foods company is foraying into personal care products exclusively for kids, sold only through its Hindustan Lever Network — the direct selling business arm of the company.
The Times Of India has decided to extend its initiative 'Newspaper in Education' to the Mumbai market. The activity is currently executed in eight markets, and will make its mark in Mumbai early July.
Soon to be playing in the kids’ space on Indian television, Animax is planning to create a buzz. The animation channel has already made its mark in other Asian countries. In India, it is still trying to complete its distribution activities.
UTV's Hungama TV is joining hands with STAR for distribution. The move implies various things on Indian television. The group has also dropped its plans of STAR Kidz, the children's channel it was planning to launch, for a while.
For STAR and Sony, vacations seem to be a trouble with kids’ weekend initiatives failing to post expected results. The two telly channels are however, optimistic about a rise in the ratings to the expected level.
To use kids as bait to attract consumers is an accepted phenomenon in the FMCG segment. Now joining the bandwagon are consumer durables and electronics players such as Voltas, with its Teenie Weenie range of refrigerators, and LG Electronics India Pvt Ltd (LGEIL), with air-conditioners for kids.
Rs 50-crore branded kids' wear market suffers advertising promotions due to lack of initiatives. Experts believe small and medium size players who dominate the market, are not interested in campaigns, while the handful of biggies piggyback on the parent brands.
When it happens in India, it happens with a bang. The kids' space, which saw action only in the form of Cartoon Network, suddenly has an explosion, with eight channels making way on the scene. Mass entertainment still ruling the charts and single TV households still the order of the day, is there space for so many players in this space?
Sony Entertainment Television (SET) India is gearing up to launch the children’s channel from its parent’s portfolio —Animax, making 2004 a busy year of kids’ channel launches.
Britannia is soon to launch a big-budget 27-episode quiz programme on STAR World. The quiz show, Britannia India’s Child Genius will give away prizes worth Rs 50 lakh.
With the motored two wheeler segment gaining preference cycling has taken a back seat and TI cycles in an attempt to increase sales and create new target segments is trying to market the charm of cycling. Apart from television commercials talking to the kids about the fun of cycling vs. cartoon watching, TI cycles has also recently flagged off the <I>BSA Cycle Run</I>, a rally in Chennai to bring in the connection between good health and cycling for pleasure.
The Adventures of Harry Potter and the Goosebumps series may lace the windows of most book stalls, but in reality, print space amongst kids is fairly limited. Reading habits are fast dwindling, thanks to CD’s, DVD’s, video games, soaps and all the works. While television space for children seems to be mushrooming at a tremendous pace, print has taken a backseat with publications such as Champak, Chandamama and Tinkle all showing tremendous decline in popularity and readership. This explains why leading newspapers and dailies fail to incorporate a supplement or a page that caters purely to kids.
Cartoon Network has bunch of goodies this summer for the kids. The channel is launching three new shows: <I>‘Archie’s Weird Mysteries’</I>, <I>‘Jumanji’ </I>and <I>‘Transformers Armada’</I>.
For children in their vacation days, Star Plus has prepared a 10-week-long serial, Bachcha Party. The show is scheduled at 6:30 pm from Friday to Sunday, beginning on April 16.
The Animation Producers Association of India takes up the issue with I&B Ministry, seeks support from Prasar Bharti, National Film Development Corporation, Films Division and Children's Film Society
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