After consolidating its position in the kids’ genre in the Tamil, Telugu and Kannada television space with Chutti TV, Chintu TV and Khushi TV, respectively, Southern media major Sun TV Network is now gearing up to roll out a kids’ channel in the Kerala market.
Ravinath Menon, Head - Programming, Sun TV Network, said, “Our kids’ channels in Tamil, Telugu and Kannada languages are doing very well and we are planning to roll out a kids’ channel in Malayalam language in the near future. We have energised our kids channel bouquet with fresh content recently.”
Sun TV has customised its kids’ channels to suit the needs and moods of children in different markets, and same strategy would be followed while rolling out the kids’ channel in the Kerala market. The target audience for the channel would be children aged between 3 years and 14 years, as in the case of other markets.
At a time when the kids’ genre was dominated by the likes of Pogo and Cartoon Network, Sun Network entered the genre with the Tamil language channel Chutti TV in 2007, making it the network’s first ever television channel for kids, followed by kids’ channels in Telugu and Kannada languages. Chutti TV, which has used licensed international content across edutainment, humour, fantasy and action genres, sources localised content by entering into co-productions.
Chutti TV claims to currently occupy close to 60 per cent of the viewership share in kids’ genre in Tamil Nadu.
Our typical marketing budget is usually 10 per cent of the topline spend