The kids entertainment category on television has seen viewership go up by 22% in the last one year even as newer channels have come up in the genre. Nina Elavia Jaipuria, executive vice president and business head, kids cluster, Viacom18 Media, believes that cable digitisation has played a big role in this. Digitisation has helped kids to find their favourite channels more easily even as there is a marked improvement in the transmission quality of the channels, which are driven by animation content. “Digitisation has grown our subscription revenue in double digits. So, the business is looking better and we are able to reinvest in content,” says Jaipuria. In a conversation with FE Brandwagon’s Anindita Sarkar, Jaipuria talks about the special advantages that the R350 crore kids genre can offer advertisers, the strategy behind Viacom18’s three kids channels and how the
ad inventory cap is benefiting them. Edited excerpts:
How are the various kids channels in the Viacom18 network different from each other?
The Nickelodeon franchise starts off almost at the zero age level with Nick Jr. which is watched by pre-schoolers along with their young parents. We then have two differentiated products—Nick and Sonic—that target children four years and above.
Nick is essentially about fun, positivity and a lot of humour for children. It is a place where ‘funny’ rules. On the other hand, Sonic is a completely differentiated product which talks to the same target group but through action and adventure. We realised that a whole lot of action was being consumed outside of television (read video games, Bollywood). But there was no TV channel that was delivering that action and that’s when we decided to launch Sonic.
Meanwhile, we also realised that teenagers are finding their own choices even outside of television and their social media networks. They are consuming a lot of sitcoms and live action over the internet. And that’s why TeenNick comes—a block on Nick Junior which starts at 7 pm.
But the franchise does not just
comprise of television anymore. Whether it is to do with digital, consumer products or on-ground activities, we are trying to create growth in ancillary revenues through various streams.
Do we really need such micro-segmentation?
All the three channels have a purpose to serve. For instance, we know that Nick Junior is not going to be a ratings channel. But it will help the network to build an ecosystem