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Fresh content, mktg push power kids genre's summer gamble

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Fresh content, mktg push power kids genre's summer gamble

The second quarter of the year comprising the months of April, May and June is one of the most significant periods for the kids’ genre. With the onset of summer vacations, players in the kids’ space are all set to garner maximum market share through a range of activities to engage with their target audience. exchange4media takes a look at how kids’ channels are planning to ramp up their content and audience programmes to make the most of the summer vacation season.

Increased viewership
According to a KPMG report, the kids’ genre occupies 6.47 per cent of the viewership pie on an all India basis. The quarter has observed a growth of around 10-20 per cent in viewership numbers since the last couple of years. While two years back, the increase was about 20 per cent, an increase of around 11 per cent was observed last year during April, May and June.

Also, around 25-30 per cent of category GRPs is garnered during the summer period. According to Nina Elavia Jaipuria, EVP & Business Head – Kids Cluster, Viacom18 Media, it is important to focus on increasing the stickiness since they believe that time spent is of higher significance than reach. It is also necessary to adopt relevant programming as part of the content strategy and put the best foot forward so as to ensure least amount of outage.

Similarly, Krishna Desai, Network Head - Kids, South Asia, Turner International India believes that this is the only category and demographics that observes an upside during the summers. “Also, though IPL is going on in full swing, there is no effect on viewership, which has been stable through the years,” Desai added.

Fresh programming content
Though there are no significant changes in the overall content strategy, players are bullish on show launches, bringing in a slew of both home grown and acquired content in order to resonate with their target audience.

Devika Prabhu, Director, Programming, Kids Network, Disney-UTV, believes that summer is essentially a time that belongs to kids, where they get to spend time with their families. Based on this rationale, Disney Network is celebrating the holidays by presenting entertainment that promises adventure, comedy and laughter that makes for wholesome family entertainment.

Disney channel is all set to launch a slew of locally produced content with original productions, animation as well as movie premieres for kids and families across the network with shows such as ‘The Suite Life of Karan and Kabir – Season two’, ‘Disney Q: The Family Mastermind’, ‘Shake It Up’, ‘Best of Luck Nikki – Season three’, another live action show in June 2013 as well as movie premieres of ‘Doraemon’ and a brand new offering in the world of Disney Princesses with ‘Sofia the First: Once Upon a Princess’.

Hungama TV is celebrating summers with an interesting on-air campaign called the ‘Hungama Golden Bhoopoo Awards’. The channel has also launched local animation shows such as fresh episodes of ‘Luv Kush’, ‘Feluda’, ‘Chorr Police’, special episodes of ‘Shinchan’, ‘Tokyo Pig’, ‘Ninja Warriors’, ‘Just kidding’, as well as movies on Luv Kush, King Vikram and his companion Betal, Shinchan and so on.

Disney XD and Disney Junior will introduce brand new series such as ‘Randy Cunnigham’, ‘Splatalot’, ‘Ryujin’ and new espidoes of ‘Ultimate Spiderman’ and Marvel specials. The channel has a dedicated programming block with action series such as ‘Redkai’, ‘Voltron Force’, ‘ER Troopers’ and so on. Disney Junior will also launch ‘Mickey Mouse Clubhouse’, ‘Jake and the Never Land Pirates’, ‘Handy Manny’ and a host of other series.

As opposed to previous years, where the channel used to focus on either action or adventure, Cartoon Network will be fronting with a humour-based comedy show during summer with ‘Oggy and the Cockroaches’. The channel will be launching its brand new season. Movies are also another significant aspect. The channel will be premiering one new movie, such as a new ‘Tom and Jerry’ movie, every Saturday. There will be new episodes of shows such as 'Roll No. 21, 'Ben 10', etc.

Pogo is all set to launch the latest season of 'Pokemon'. Furthermore, over the quarter there will be around five movies premiering during the summers, including 'Mighty Raju's' sixth and seventh movies and so on.

Nickelodeon has launched shows such as ‘Pakdam Pakdai’, ‘Motu Patlu’ and ‘Dinosaur King’. The channel will be also launching the new season of ‘Keymon Ache’. Sonic too also be launching new episode of ‘Supa Strikas’. A new series, ‘Teenage Mutant Ninja Turtles’, is premiering on both Nickelodeon and Sonic.

Marketing campaigns
Along with the show launches, the channels have also launched various innovative marketing campaigns to grab maximum eyeballs, create awareness, and provide relevant brand experience. Cartoon Network is all set to attract kids with a contest that will provide the winner with a 'money can’t buy experience'. Disney Channel India has launched ‘Jet Set 2’, which is an extension of Disney’s mission to bring magical experiences for the entire family that lets them travel together to the ‘happiest place on earth’ – Hong Kong Disneyland. Nickelodeon will also be extending its popular characters by launching consumer products to help in the further extension of the respective brands.


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