Even though it is far from the elder sibling Cartoon Network, POGO seems to be making its space in Indian television. Launched on January 1, 2004, the channel has consistently increased its performance in the last five-and-a-half months.
POGO had opened at channel share ratings of 0.05 and it took the channel 10 weeks to increase to 0.23. The channel demonstrated various initiatives in the period in terms of sharing the various findings in the research it conducted. The selection of programmes was based on this research and evidently it has paid for the channel.
While the viewership for the channel has increased, week 22 proved to deliver some of the best numbers for the channel, bringing it at par with movie channels like HBO and STAR Movies. The channel aired ‘Harry Potter and the Sorcerer’s Stone’ in the week generating an all time high of 0.67 weekly channel share.
In the past four weeks, Harry Potter has delivered the highest TVR with a 0.65 amongst English movies. Some of the other programming initiatives that paid for the channel are the specially created summer holiday Friday movie franchise. ‘May Movie Magic’ has recorded a four fold increase in ratings when compared to the average for the same Friday daypart in April.
This customised movie franchise included classic family movies such as Willy Wonka and The Chocolate Factory; The Wizard of Oz; and the phenomenally successful Harry Potter and the Sorcerer’s Stone. Of the three movies in the franchise, ‘Willy Wonka and The Chocolate Factory’ and ‘Harry Potter and the Sorcerer’s Stone’ were amongst the top five family movies in a survey, recently conducted overseas.
What is interesting is that the ratings have not eaten into the share of Cartoon Network, which too has recorded growth in 2004. Even in week 22, when a dent could be expected in Cartoon Network’s share ratings, the channel recorded a high in comparison to the week preceding that. As was once expressed by a Turner official, Cartoon Network and POGO were functioning like rice and chappati – one complementing the other and not competing.
Ian Diamond, Senior Vice President and General Manager, Turner Entertainment Networks Asia Inc, expresses, “These results are a vote of confidence for POGO and its unsurpassed programming. I am delighted that with each passing month, we have been consistently delivering on our promise to provide premium, multi-genre programming, thereby continuing to increase the viewer loyalty base and consolidating POGO’s leadership position in the kids’ multi- genre channel category.”