Kids’ channels had lined up quite a few offerings for the summers, and May had been the competitive month. However, the channels have seen some good numbers, particularly Cartoon Network and POGO. Harry Potter creating the magic again for these Turner channels.
As part of the summer programming line up, POGO screened Harry Potter and The Chamber of Secrets on May 22. The movie gave the channel a rating of 1.96 for the CS 4+ in the all India market. Even the Saturday repeat of the movie on May 28 threw a 1.56. Preceding this, the first Harry Potter movie, Harry Potter & The Sorcerer’s Stone was aired on Cartoon Network gave on May 15. The movie threw better numbers than the new one at a 2.95 for the same TG.
In all, the month has been good for the channels, where Cartoon Network grew from 7.21 in week 19 to 8.62, 8.41 and 7.31 and 7.23 in the subsequent weeks. POGO too showed an increase in channels share in week 21 and week 22 with a 3.36 and 3.93, in comparison to the 2 plus shares prior to that. The other kids’ channels have maintained vertical graphs.
Happy with the numbers, Ian Diamond, Sr VP and GM, Turner Entertainment Networks Asia, said, “We are truly pleased that we have delivered on our promise to Indian kids in bringing them the best in world-class programming across genres, including movies. The overwhelming response to Harry Potter & The Sorcerer’s Stone, and Harry Potter and The Chamber of Secrets on our channels has surpassed all expectations and beaten all other movies telecast on kids’ channels in recent times. The double-whammy is, indeed, a reaffirmation that we have provided Indian kids with compelling content that is both engaging and entertaining.”
Anshuman Misra, MD, Turner International India, said, “The high ratings that both Cartoon Network and POGO have delivered for the compelling summer programming line up demonstrates the success of our programming strategy. As the resident kids’ experts, we are continually evolving and evaluating our programming strategies to reflect the changing viewing needs of the consumer. As in previous years, we are pleased that our strategic approach to programming has once again paid rich dividends, and we are confident that we will maintain this momentum over the years to continuously engage our Indian viewers.”