Turner International India, which comprises Cartoon Network, POGO, HBO and CNN, has tried hard to maintain its number one and number two positions (with respect to Cartoon Network and POGO) for the last couple of years. Now, in order to maintain that consistency, the company has ambitious plans for its bouquet of channels.
To begin with, Turner International India had decided to now reposition POGO as a stronger No. 2 player, asserted Monica Tata, Vice President, Advertising Sales, Turner International India. “We have defined POGO in three categories called POGO Premium, Tiny TV and POGO Classics,” she added.
While POGO Premium will feature high rated programmes, Tiny TV will include pre-school programming, and POGO Classics will feature those programmes, which do fall under these two categories. A new rate card has also been introduced for that. The rates would vary depending on the shows, maintained Tata. Though much detail on the rate cards could not be ascertained, Tata revealed, “POGO Premium would be the top of the line followed by Tiny TV and POGO Classics.”
She further said, “The rate categorisation of POGO is more of a consolidation of our No. 2 position rather than saying launching a new rate card. It’s basically looking at opportunities to optimally sell our programmes. We think there is more value on POGO now. POGO is showing that chunky growth and it’s time we did something about it.”
Another aspect that Turner International India would be focusing on more this year is its retail initiative (conceptualised specially for Cartoon Network and POGO), which was launched last year. The company would be laying more stress on adding retail clients to drive its ad sales this year and is expecting around 15-20 per cent growth through it this year. According to the company, retail clients were basically the local players who had the potential to spend on television but did not have the resources to do so. The company would look at expanding into second tier cities this year to add more clients to its kitty.
Said Tata, “Retail for us is a big opportunity. If you look at the situation in the market today, there is so much fragmentation in every genre. We need to find out opportunities to show our growth and as market leaders we have always taken the first step to do anything that is new and path breaking.”
Turner International India, in case of HBO, which according to Tata, grew by 20 per cent, would continue to focus more on content by offering great line up of movies. “Beyond that what we are looking at is to offer customised solutions for advertisers, whether it is to come up with creative packaging ideas and contest ideas. That’s something we continue to evolve as we go long,” she added.
Efforts would be taken to lay more stress on the IT sector as well as financial clients on movie channel HBO.
CNN, on the other hand, posted a growth of around 70 per cent in its revenue in 2004-05 and predominantly covers the tourism sector (Department of Tourism is the major spender on the channel).
This year, Turner International India, will also give prominence to content tie-up between Cartoon Network, POGO and HBO. After the resounding success of the ‘Batmania’ concept, which was done last year, wherein Batman shows were shown on Cartoon Network and POGO, and Batman movies on HBO, more such concepts would continue this year as well, informed Tata.
When asked about the vision of Turner International India for 2006, Tata, said, “To maintain ourselves as No. 1 and No. 2 kids channels. To innovate further by taking our innovation and dedication to kids in a stronger manner. To maintain ourselves as the No. 1 movie channel. As far as CNN is concerned, being able to consolidate our position in the environment we are.”