Enticing kids to their reserved space

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: For Aparna Bhosle, director, programming & production, Walt Disney Television International (India), a big hurdle in running a kids’ channel in India is that 80% kids are still watching general entertainment channels. “The potential is huge,” says Bhosle, “but I am extremely unhappy that six kids’ channels are fighting for the eyeballs of 20% kids.” So, each channel is trying every trick in the bag—from on-air programmes to on-ground contests, different genres, 360 degrees of marketing initiatives—to ensure children stick to kids’ channels.

Each of the channels—Disney, Hungama, Jetix, Cartoon Network, Pogo & Nick—concentrating on content & packaging and then backing them up with distribution & marketing measures to entice, surely, the most difficult set of viewers: restless kids.

“We are the best destination for comedy,” insists Nina Elavia Jaipuria, GM & VP, Nick. “Kids looking for masti, dhamal and excitement come to us,” she adds. “What’s more, we are not biased towards any gender; our appeal cuts across the 4-14 age group.” With shows like Dora the Explorer, Ninja Hattori, Sponge Bob and Perman, Nick has done incredibly well last year, as TV ratings show, to make a mark in the kids’ channels space.

For kids’ channels, summer is crucial because there’s more than a month of holidays and viewership is the highest. So, all the channels have launched special summer shows, including unique contests and movies. “Kids are very discerning and you need to think faster than them,” admits Monica Tata, VP, advertising sales & networks, Turner International, India & South Asia, which has two channels Cartoon Network and Pogo. “Over the last two years, we have researched deeply into what kids want and tried to deliver. If Cartoon Network’s world of animation has become more contemporary and edgier, Pogo is warm, friendly & safe. We have also introduced a lot of local content. When we aired Krishna, the 2.5 TV rating was the biggest hit on kids’ TV. Now, we are screening Chota Bheem.”

Tata points out that once a character sticks to a child’s mind, “we try to leverage it on other platforms.” A case in point can be Ben 10, which is a raging hit with children. Ask any child between 4 and 14 about Ben 10 and she/he will fill you in.