It was Doraemon time for kids on Sunday, May 6 from 10 AM to 12.06 PM. The movie, Doraemon in Nobita and The Steel Troops that was aired on Disney Channel, garnered 4.4 TVR for C&S 4-14 SEC ABC in Hindi Speaking Markets (HSM). The movie delivered a rating of 3.9 TVR in the All India markets.
“Doraemon movies on Disney Channel are one of the biggest television events for kids in India and this has been proven consistently over all Doraemon movie premieres. It is also a testimony of the strength of the Disney platform that creates such mega raters and during its peak viewership period as well as for such tent-pole events, can challenge channels across genres,” said Vijay Subramaniam, Business Head, Walt Disney Television International India.
Summer is the one time when kids have greater control over the remote. They have a greater say in the family's television viewing and this worked in the movie’s favour. Subramaniam explained that Disney Channel has historically done well on weekend mornings with Disney classics and the locally produced original programming. He said, “Our success has further been bolstered with tent-pole programming such as Doraemon in Nobita's Steel Troops, which has seen such amazing viewership even against highly promoted and anticipated programming on other channels.”
Dinesh Rathore, Vice President, MediaVest Global said, “It is summer vacation time for children and Doraemon is a popular cartoon among kids. Since it was a movie such as Doraemon, it delivered this kind of ratings for the channel. Kids genre will be able to sustain the numbers on Sundays as the parents won’t allow their children to go out and play in hot sun at 11 AM. So in single TV households, kids will always win.”
The last summer has allowed Disney Channel to build on its viewership. Subramaniam explained, “Disney Channel has already been number one for more than 52 weeks and has been breaking viewership records since last summer. In fact it is the only kids channel to cross the 200 GRP mark this summer as well as last and such mega showcases do reinforce our position as the leading entertainment brand for kids and families with viewers and advertisers alike. Our continued success and our constant innovation in programming (including such exciting movie premieres) has led to the addition of over 25 new clients in the last month, of which 16 of them are nontraditional mom targeted brands.”