‘Ben 10’ has been one of the most popular cartoon characters in recent years. Cartoon Network has been planning some interesting activities around ‘Ben 10’. One such initiative is launching a marathon session of ‘Ben 10’ on October 10, 2010 at 10 am (that is, 10.10.10). Whereas earlier the cartoon character was 10 years old, he has now grown up to become a teenager of 16 years.
To celebrate this, the channel has tied up with a few brands for partnerships and promotions around this show. For instance, the channel has tied up with Cadbury’s Gems, wherein a consumer can buy the special pack of Gems, SMS the special code and get a chance to fly to Mumbai for the unveiling of the ‘Ultimatrix’, the gadget used by Ben 10. This event will take place on 10.10.10 at Inorbit Mall in Mumbai, where 20 lucky winners would be present along with other kids as well. One lucky winner would also get the chance to win the limited edition of the Ultimatrix.
The channel has also tied up with around 160 McDonalds outlets across the country, wherein customers can get ‘Ultimatrix’ merchandise along with their Happy Meal. The channel has also taken the promotion online as well, where kids can download a Ben 10 party kit from the channel’s website and make their own party invites.
Talking about the promotions, Monica Tata, VP and DGM, Entertainment Networks, South Asia, Turner International India, said, “We have also tied up with a NGO called ‘Childline’ and are giving Rs 110,000 to support their cause.”
However, there were quite a few challenges that players in this genre faced, Tata said, adding, “Keeping this age group engaged is a hard task, but we must be doing something right. You have to think faster than the kids because kids today have so many options and opportunities of getting entertained and it’s not just one medium any more, and the mediums have increased.” She further said, “Online is a big space that they go to consume entertainment and as broadcasters, we want to entertain them wherever they are.”
Tata also stressed on the fact that they believed highly in research and had a copyrighted study, called ‘New Generation’, which they had been doing for over a decade and which helped them understand what a kid liked or disliked.
While she did believe that they were their biggest competitors, they had to compete with the GE space as India was still predominately a single TV household. Talking about the future of this industry, Tata affirmed that Indian animation would play a bigger role as one moved ahead and there was space for more Indian animation movies. “Clearly, content is king and we need to believe and respect that,” she concluded.
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