‘Small Wonders’, a periodic study carried out by consumer knowledge firm Ormax comprising viewer data from the beginning of 2010 to October 2010, has noted a change in kids’ television viewing preference in the age bracket of 6-14 year.
Earlier this year, cartoon character Jerry (of Tom & Jerry fame) ranked as the favourite character among kid viewers. The latest study shows that Doraemon, the robotic cat on Hungama TV, is now the number one favourite character among kids, followed by Chhota Bheem on Pogo. Both the characters have seen a 40 per cent growth in individual shares, while Jerry’s popularity has dipped by 49 per cent.
Among kids who preferred GECs instead of the kid’s channels, the top three favourite characters were Inspector Daya (‘CID’), Daya (‘Tarak Mehta Ka Oolta Chashma’) and Anandi (‘Balika Vadhu’).
‘Small Wonders’ is conducted among kids in seven cities – Mumbai, Delhi, Kolkata, Ahmedabad, Hyderabad, Lucknow and Jalandhar. Around 2,000 kids across SECs ABC are interviewed in every track.