Pogo, the kids’ entertainment channel in India from Turner International, has successfully completed one year as the leading kids’ channel, as per the numbers shared by the channel.
According to these numbers, Pogo has the highest average relative share of 22 per cent amongst audiences (CS: 4+ | Kids Genre | October 2011 – September 12 | All India | Source: TAM) and also achieved the highest GRP of 174 in the in the last five years for any kids channel. (CS: 4-14 | Kids Genre | Week 18 of 2012 | All India | Source: TAM).
In conversation with exchange4media, Krishna Desai, Director, Content, South Asia, Turner International India shares his perspective on the kids genre, and evolution of local content, among other things…
What are the key factors that have worked for Pogo, in terms of garnering viewership?
There are a lot of underlying factors that go beyond the brand. We aim to provide a consumer experience that is aimed at giving a best viewing experience to kids. Our shows are meant to cut across all demographics, socio-economic backgrounds, genders and different markets. Our shows are mainly targeted towards four to 14 year olds. We have always focussed on the content and the philosophy of the show.
According to me, the show should be character-driven and multi-dimensional. We are more intent on developing attributes which appeals to the young viewers. Script is also an important factor which should be relevant in terms of language, thoughts, etc. We have local animated content such as ‘Chhota Bheem’, ‘Kumbh Karan’, etc. in addition to movies which are special animated movies for television viewing. It has been our aim to reach audiences beyond TV.
How has local animation grown over the years in India in the kids’ space? What are the factors that determine the success of home-grown shows?
Being the first in the country, we identified that we would need local content in different languages in order to connect with the viewers. That is when we started focussing on creating and acquiring tele-features which are of local animated content. That is how shows such as ‘Kumbh Karan’, ‘Chhota Bheem’ and ‘Roll No.21’ came into being. Apart from Hindi, we have also experimented with shows in Telegu in the case of ‘Tenali Raman’. Though home-grown shows are at a nascent stage today, both qualitative and quantitative growth has been observed due to the relevance it has with the target audience. These shows resonate well with kids. We have off-late moved away from mythology and started creating original content.
What is the percentage share of acquired content as opposed to home-grown content on Pogo?
At Pogo, about 66 per cent of the content is home-grown and acquired Indian content. It has been our continuous endeavor to create home-grown content which would appeal to local viewers. Today, we want to create content which can travel across as well. Since creating such content is an expensive affair, it is challenging to have a RoI which will work for the broadcasters as well.
Today with channels focussing a lot on the digital platform, what is the approach that you are taking to further extend the digital experience to viewers?
Broadly we specialise in marketing and packaging of branded content. Since our main target viewers are kids, we use a lot of school contact programmes and activities outside of television to create a consumer connect with kids. Innovative on-ground activities are high on engagement activities since they provide kids with an opportunity to interact with their favourite characters. We have also done a lot of innovations in the digital space with games and interesting apps.
What are the plans going forward?
Our long-term plan is to sustain leadership across all markets. We also have some interesting show launches coming up.