Going on-ground seems to be the preferred route for kids’ channels to reach to their audience. Following the initiatives like Captain’s Hunt of Hungama TV and Worldwide Day of Play from Nick, POGO has now gone a step ahead and instituted an award dedicated to kids – POGO Amazing Kids Awards.
Sharing more on the concept of the awards, Monica Tata, Head, Advertising sales, Turner International India, says, “POGO Amazing Kids Awards is the first Indian television award programme dedicated exclusively to kids. The award offers children a platform to exercise their choice and acknowledge their icons from the world of music, sports, movies and television.”
With more and more channels indulging in events, how does she view the medium to connect to the younger target? Tata responds, “Events are about extending the magic of our programming beyond the confines of the television set. It’s a platform that offers fantastic active interaction opportunities to involve fans with the spirit of our channels in another way. As innovators in the kids’ genre, we are known for our trend-setting events that have appeal to children over the last nine years.”
Given the array of other promotional events from the group like Toon Cricket, Toon Yatra, Next Big Toon with localised promotions and packaging, POGO Amazing Kids Awards seems to be a differentiator of sorts.
The award is divided into two sections – POGO Voice Awards and POGO Kids Awards. The POGO Voice Awards will enable kids to exercise their choices. Kids need to watch POGO for the nominations and categories to vote for their favourites. The POGO Kids Awards celebrates the skills of amazing children by recognising and rewarding child prodigies for outstanding achievements in fields such as arts, leadership, entertainment, etc.
The winners of the POGO Amazing Kids Awards will be announced and will appear on-air, to receive their awards in the spectacular 90-minute TV entertainment special event, that will be aired on POGO by mid-December.
Tata explains that one of the reasons to institute the award is to acknowledge the talent of Indian kids and offer them a chance to recognise and award their icons, “POGO Amazing Kids Awards are more about fulfilling our promise to Indian kids of providing them a destination that is truly ‘their TV’. As the resident kids’ experts, we have consistently endeavoured to promote premium entertainment for kids and always worked at enhancing this genre. This award is another initiative by us that recognises kids. POGO Amazing Kids Awards celebrates the Indian child, his achievements and his choice,” she says.
Replying as to why was the initiative executed for POGO and not Cartoon Network, she says, “Cartoon Network and POGO together offer the complete entertainment package for kids, advertisers as well as distributors. Cartoon Network is India’s number one kids’ channel followed by POGO. Thus, we look at the two as an extension of each other and not as separate entities. We had launched a similar initiative for Cartoon Network, keeping the network’s brand attributes in mind. In Toon of the Millennium, kids had to vote for their favourite cartoon characters. Scooby Doo emerged as the winner. We are now taking another step forward by launching POGO Amazing Kids Award on a multi-genre destination that is more apt for an event of this nature.”
With not many mediums connecting to children, on-ground connect seems to be the way in which channels can make substantial choice for their target and with the new channels that have come up, children will surely have a lot to choose from.