Summer vacations are still some way off, but channels like Cartoon Network and Pogo are already gearing up to keep kids enthralled this summer with some interesting programmes.
Monica Tata, Vice President-Advertising Sales and Networks, India & South Asia, Turner International India, said, “Summer is an extremely important season for Cartoon Network and Pogo. It is as important as the festive season. This is the post-exam time and we get the best viewership as consumption goes up. In summer 2007, Cartoon Network and Pogo’s viewership had increased by 25 per cent. Cartoon Network and Pogo contributed to 60 per cent of the total growth in kid’s genre last summer. Moreover, last year, they had 30 per cent (Cartoon Network) and 45 per cent (Pogo) advertising growth. The list of advertisers grew by 20 per cent.”
She added, “We are driven by marketing. We tend to use our network very strongly. Most of our promotions happen on air. We will also be undertaking some online initiatives on our channels websites. 30-35 per cent of the ad revenues come from non-traditional advertisers like finance, mutual funds, banks, FMCG and oil companies.”
Tata further said, “The basic challenge for us is to make the kids stay and watch our channels for long. This year, we are looking at ‘long form content’, which primarily means movies. We are showing a lot of movies like ‘Krishh’, ‘My friend Ganesha’, ‘Bal Ganesha’, etc., on our channels this summer.”
Cartoon Network would showcase four home-grown movies like ‘Bal Ganesh’, ‘My Friend Ganesha’, ‘Bal Hanuman’ and ‘Krishna Aayo Natkhat Nandlal’. It would also launch new action-adventure shows – ‘Narutu’, ‘Maskman’, ‘Teenage Mutant Ninja Turtles’, new episodes of ‘Ben 10’ and pre-school series ‘Land Before Time’, beginning April 2008.
Similarly, Pogo would showcase the first Indian animation, ‘Chhota Bheem’, a special edition of ‘MAD’, as the show visits Singapore, titled ‘MAD in Singapore’, along with blockbusters like ‘Krrish’ and ‘Harry Potter and The Goblet of Fire’. Kids would also see the launch of a live action comedy series about a fictional sports league, ‘Thumb Wrestling Federation’.