Guess what Delhi kids love the most. Perhaps, internet and pocket money. The 2004 edition of Cartoon Network’s patented Indian kids lifestyle research, New Generations, showed that Delhi children surf the net more and earn good money from their parents.
The survey used random door-to-door sampling and the respondents belonged to the age group of 7-14 years belonging to SEC A and B households receiving satellite and cable connection. The survey was conducted across 14 cities and the sample size was 6,412.
As per the study, after the cyber city of Hyderabad, it’s Delhi kids who use internet to a large extent. While Hyderabad scores 29 per cent of Internet Usage, Delhi is running almost neck-to-neck at 27 per cent, says the survey. Surprisingly, Mumbai ranks the last in the Internet consumption (11 per cent).
So what else did Delhi top in? The survey shows that if you do a city-wise break up of the pocket money given to children, then Delhiites pamper their little ones the most. On an average, 89 per cent of Delhi’s children receive pocket money from their parents. The children receive around Rs 200 for monthly expenses in Delhi, states the survey. Bangalore ranks second in this aspect.
Duncan Morris, Vice President, Research, dwelling on the trend observed in the lifestyle of children, said, “It is noteworthy that it’s the Cartoon Network which clicks the best with children followed by Star Plus. Tom and Jerry continues to be favourite pick followed by Pokemon and Popeye.”
What’s perhaps more surprising is that none of the mythological cartoons specially made for India like Pandavas, Sindbad, the Legend of Prince Ram or for that matter, Tenali Raman clicked with the Indian kids. The survey showed that kids did not rank Indian cartoons among their favourites. Asked on this, Morris said: “They are faring well in terms of TRPs. So we really don’t see this as a threat.”
On the competition with Nickelodeon, he said, “We don’t see much of a challenge. We have been doing fairly well as a channel. We have been conducting regular research so that there is innovation and constant upgradation of the quality of programmes.”