Turner International India brings a local IP for POGO after a long hiatus
Apart from POGO’s new local show and Cartoon Network’s latest season of ‘Oggy and the Cockroaches,’ Juhi Ravindranath and Krishna Desai of Turner International India talk about the entry of non-traditional advertisers on their kids space
With a need to create more local IPs, POGO is bringing a new ‘chase’ comedy for kids aged three to 10 called ‘Tik Tak Tail,’ scheduled for early September. Constituting a large chunk of its content budget for it, the show is commissioned to be produced by Cosmos Maya.
Krishna Desai, Executive Director and Network Head Kids, South Asia says, “It’s one of the biggest properties on POGO. This one is a local IP where we control and own all the rights for South Asia.”
Desai is confident that the chase comedy has space to grow on its own as it’s fun and engaging. “There’s always space for more,” he says.
In fact for Desai, ‘Tik Tak Tail’ is the latest effort to feed the POGO content pipeline. He explains, “Cartoon Network (CN) is a global channel which benefits from all the international IPs. POGO is a hybrid channel which is more local in nature. We don’t benefit from 100 of hours of content of 15 shows coming from the US. There’s a need to have more IPs.”
On the marketing front, Desai shares, “One big leg of the promotion strategy is on-air. It’s one of the most elaborate promotion campaigns. It starts with the 15 to 30-second shorts from the show, put on the channel to build curiosity and familiarisation. Then we move on to teasers across Pogo and CN. (Teasers are already on.) From August 25 we get into the phase of tune-ins with ‘Watch this show.’ All activities around Pogo SCP (School Contact Program) will include ‘Tik Tak Tail’ in it. Third leg is the digital piece which will be in line with the on-air promotions.”
With the show launch coinciding with SCP season (August-September) the channel didn’t feel the need to do any more on-ground promotion for the same. But there will be mall activations on the show in Mumbai and Delhi, end of this month. It’s also integrated into their SCP which is in its 12th year.
For its sponsorship, they are in advanced talks with few advertisers.
Meanwhile, after one and a half years, CN is coming out with the latest season of its popular show ‘Oggy and the Cockroaches,’ starting August 14 at 6pm. The channel has roped in Perfetti as one of its advertisers. They have also planned digital, on-ground and on air promotions which includes multi-city contests.
In CN’s pipeline there will be new seasons of ‘Ben 10’ and Powerpuff Girls among others. “We go deeper in library and create more content,” informs Desai.
Talking about the advertising category, Juhi Ravindranath, Vice President, Head Advertising Sales, South Asia informs that bulk of their advertising comes from non-kids category. “The kids genre, especially for us, survives on 60 per cent non-kids brands. Some of the brands are coming because their communication is for kids, like Pepsodent. As we go deeper, Urban and Rural will start shaping up. We will see more and more non-traditional growth,” she says.
She mentions ecommerce players like Amazon, Myntra, Grofers, and Urban Clap advertising on kids’ channels. The network has made a lot of effort to find kids advertisers in smaller markets like Pratap Snacks and Gopal Chips. “Part of the growth will come from smaller and newer markets. But part of it will also come from tapping into new brands,” she says.
Ravindranath reasons the entry of non-traditional brands is that brands are finally noticing the merit in co-viewing (as they believe the mother is watching with the child.) “I think this is going to increase.Also, a lot of the brands are going beyond the whole ‘I am going to buy only for GRPs and 30 second slot hence the importance of franchises,” she says.
With the year being a rollercoaster ride for advertisers and broadcasters (read demonetisation and GST rollout,) Ravindranath hopes to get a better sense of the space from August onwards which she refers to it as ‘acid test.’
But she mentions that the channels did very well in May-June period but the under indexed nature of kid’s broadcasting space continues to be a challenge. According to her, this will change only when advertisers start looking more towards urban plus rural market as more players will start coming into play.
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