‘Sesame India’ is gearing up to hit a market of 157 million children under the age of six in India. Co-produced by Sesame Workshop and Turner, the series will make its debut in 2006, featuring new Indian Muppet characters, locally produced live action and animation segments, and classic Sesame Street moments with Elmo, Cookie Monster and the rest of the gang. The series will be distributed on multiple platforms across India.
“Sesame Workshop’s mission is to create innovative and engaging content that maximizes the educational power of media to help children reach their highest potential,” said Gary E. Knell, Sesame Workshop’s President and CEO. “As with all our adaptations, we are now working with local experts to identify Indian children’s issues and how to best address them on and off air.”
Sesame Workshop is a non-profit educational organization and is behind award-winning programs like Dragon Tales and Sagwa, The Chinese Siamese Cat and multimedia productions in South Africa, Egypt and Russia.
In the first season, Sesame India will be in Hindi but will subsequently be made available in other languages. The country’s rich cultural diversity will also be reflected in the music, live action and animation segments.
In addition to the TV series, a Sesame India radio programme and outreach materials, including posters and flashcards, will be distributed in both urban and rural areas. The programme transcends socio-economic barriers encouraging education for all children and addressing local as well as universal values such as sharing and cooperation.
Said Louise Sams, President, TBS International, and Executive VP and General Counsel, TBS, Inc, “Building on our ten years of success in India, including recent original productions such as POGO Amazing Kids Awards, Turner is well positioned to co-produce the pioneering series with Sesame Workshop. In addition, coupled with our consummate understanding of kids’ viewing habits in India and access to millions of kids here, both Cartoon Network and POGO serve as the ideal platform to showcase compelling television that will add a new dimension to kids’ television in India,”
Part of the Time Warner Company, Turner International India Pvt. Ltd. is the arm of Turner Broadcasting System. Inc. (TBS) charged with the sales and marketing of Time Warner’s news and entertainment services in India and South Asia.