NTO would have hit us badly had it not been for our product & pricing: Megha Tata

Megha Tata, Managing Director, South Asia, Discovery, is hopeful that the industry will see a good festive period following the reduction in corporate tax rate

e4m by Moumita Bhattacharjee
Updated: Sep 26, 2019 9:13 AM

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MeghaTata

Discovery Kids launched yet another Indian IP called Fukrey Boyzzz after Little Singham. The series is based on the characters from Excel Entertainment’s film Fukrey. It will go on air on October 12 in six languages English, Hindi, Tamil, Telugu, Malayalam, and Kannada. Megha Tata, Managing Director, South Asia, Discovery, believes the show has been timed well because, after the announcements made by the Finance Minister, they are hopeful that the festive period will be big.

“I am hoping they spend some money now. That’s how the show is timed well. Overall the growth has been phenomenal for Discovery Kids as well. I am hoping last quarter will give a huge bump for us with everything settling down,” says Tata.

Post the implementation of the New Tariff Order (NTO), things have started to settle down. But Tata points out how it could have affected the genre heavily, but it didn’t.

“I am extremely happy to state this that post NTO, our genre could have got very badly impacted, had it not been for two things. One, the brand pull and second, the pricing. These two things-- product and pricing-- really worked in our favour to the extent that if the industry has seen a 15-20 per cent drop, we are also in the same range. We could have been much lower as we are not in the mass genre and I think that speaks volumes about our content.”

Talking about turning the characters of a film franchise into an animated series, Tata says, “It’s an established franchise. But it isn’t just taking a name and making an animation series. It is important to make it relatable too in the age-group. The writers, storytellers play an important role. Initially, when we had less of Indian IPs and more of international content, we realised kids were preferring to watch Indian IPs. So we started increasing the Indian content which is why the Fukrey Boyzzz is our second big IP. So frankly, 80-90 per cent of our content is all of this. It will create deeper engagement.”

When it comes to advertisers, such IPs create an instant connect with brands as well.

“They connect with it also. All the brands know about say Singham. So we aren’t starting from Ground 0. Similarly for Fukrey Boyzzz. That does have an appeal for the advertisers.”

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