Pogo & Cartoon Network go local with India Originals

The new shows also present a host of monetisation opportunities, offering brand association & licensing partnerships

e4m by Tasmayee Laha Roy
Updated: Mar 5, 2020 11:23 AM  | 3 min read
Cartoon Network Pogo

Localisation is the flavour of the season and it’s not just the Netflixes of the world who are shifting their focus towards the same. Even kids entertainment is also going the ‘India Originals’ way.  

The two channels Cartoon Network and Pogo channels under WarnerMedia Entertainment Networks Asia Pacific, are ramping up original India productions with three new original shows. The brands are adding 200+ hours of local original content to their offerings in 2020.

Pogo has commissioned two shows Titoo and Lambuji Tinguji, produced by Cosmos Maya, and Cartoon Network will air Bandbudh Aur Budbak from Paperboat Studios.

It’s a strategic move for the kid’s entertainment brand to invest more in local content. “Currently, if you see the trends in the segment, most of the shows that are ruling the category or that are dominating the category today are shows that have been produced locally. Until almost a decade ago, there was a time when there were a lot of international properties that used to actually rule the segment. But over a period of past few years, this trend has changed and currently seven out of your top 10 shows are all local homegrown and homemade ones. The initiative to add more variety to our local content inventory is to sync in more with the trend,” said Abhishek Dutta, Senior Director and Network Head of Cartoon Network and Pogo in South Asia.

“We are getting big on original IPS with an increased focus on local content and also the rural village has already positively impacted the kids’ genre of viewership. So we continue to ensure that our content reflects a combination of your international appeal in storytelling and high quality animation while retaining the local essence for fans,” added Dutta.

Interestingly, in the 2-14 age category of 185 million viewers, only 76 million are urban viewers. Cartoon Network and Pogo have a 22 per cent share in total viewership in the category.  

To add more local touch to their content library, the brand is also focusing on local languages. “Our channels are already available in Hindi and Tamil. Now, apart from that, for Cartoon Network we are also going ahead with the Telugu feed very shortly. Meanwhile we are also analysing our data to add more language options in the future. We are trying to reach kids in the language of their preference,” Dutta added.

According to Dutta, the initiative to go local in terms of content production is also to cash in on the recovery path the economy is heading towards in the New Year.  “2020 is expected to be a better year in terms of finances, hence we came up with the content line up early in the year,” he said.

Talking of monetisation and the evolving advertiser bucket on the channels, Dutta said, “A lot of non-traditional brands are coming on board, be it the e commerce brands that are advertising on the channels or the personal care ones. Then there are some smaller brands that are advertising with us, for instance those in the category of personal hygiene, toys and indoor games.”

 The new shows also offer a host of monetisation opportunities. As original productions, Titoo and Lambuji Tinguji offer many advertising opportunities, including brand association and licensing partnerships. Even before the launch of these shows, brand integration and branded content production are being explored.

Partners would be offered to be a part of Pogo's nationwide promotions, launch activities including mall events, digital promotions and on-air activations. These start in the months leading up to the launch and carry on during the initial airing on the channel.

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