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Pogo bets big on ‘Chhota Bheem’; plans afoot to take it to multiple platforms

31-August-2010
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Pogo bets big on ‘Chhota Bheem’; plans afoot to take it to multiple platforms

Animated show ‘Chhota Bheem’ has been winning kids over week after week. Seeing the success of the show, kids’ channel Pogo now plans to take it to various platforms such as on-ground promotions, online games, mobile downloads, and 360 degree activities, among others.

‘Chhota Bheem’ hit the small screen in April 2008. It has since completed four seasons, 80 half hourly programmes, and three full length 60 minute feature films that have been aired during festivals like Janmashtami and Holi.

Monica Tata, Vice-President and Deputy General Manager - Entertainment Networks, South Asia, Turner International India, said, “Pogo has had a good year. Cartoon Network and Pogo have been No. 1 and No. 2. A few years ago, we wanted to do more in the Indian animation space. We thought of creating desi toons and creating our own content. Green Gold Studios, Hyderabad, approached us with the idea of a fictionalised Bheem.”

She further said, “We have given much thought to take the series to other platforms. 2.5 lakh videos have been viewed so far. We have seen over 4 lakh downloads on Vodafone and Reliance of the mobile initiative that we launched. On ground, we have conducted contests, which have been a huge success.”

Talking about the trends in kids’ channels, Tata commented, “I think fragmentation of choices that the kids have today is huge, and it is not just in the linear medium. There has been a tremendous growth with other mediums – online is growing, mobile is huge. Hence, these are the new platforms that kids are exploring. It has become important for us to be present on different platforms.”

And right now, kids are enamoured by the antics of Chhota Bheem, who is a nine-year-old kid living in the fictional town of Dholakpur. The character is inspired by the legendary Bheem from the Epic Mahabharata. The show is about Chhota Bheem and his gang of friends and their journey. It is an original co-production between Turner International India and Hyderabad-based Green Gold Studios.

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