"We see 15 - 20% increase in viewership in summer season"

Kids genre is the only category and demographic that observes an upside, says Krishna Desai, Network Head – Kids, South Asia, Turner International India

e4m by Synjini Nandi
Published: May 1, 2013 7:31 PM  | 3 min read
"We see 15 - 20% increase in viewership in summer season"

In the summer season, the kids genre turns into a flurry of activity with players introducing fresh content and contests to resonate with their target audiences.

According to Krishna Desai, Network Head – Kids, South Asia, Turner International India, over the last few years, there has been a 15 to 20 per cent increase in viewership during this quarter.

In conversation with exchange4media, Desai talks about summer programming on Cartoon Network and Pogo and life post digitisation, among other things…

Please highlight few trends in the kids’ genre.
Typically, over the last few years there has been a 15 to 20 per cent increase in viewership during this quarter (summer vacations). This is the only category and demographic that observes an upside. Also, even though IPL is going on, there is no effect on our viewership.

What is the programming and content strategy undertaken by Cartoon Network and Pogo during this particular time period?
Content strategy is the same but there are certain things we do during the summers. The biggest change from the previous years is that on Cartoon Network we are fronting a humour comedy show in summers as compared to having either humour or action or adventure. This time we have Oggy and the Cockroaches as the face. We are launching its brand new season. Along with shows, there will be a contest that will provide the winner a ‘money cannot buy experience’. Movies are also another significant aspect. We will be premiering one new movie every Saturday. We will be launching a new Tom and Jerry movie as well. There is new content of other shows such as Roll no. 21, Ben 10, etc.

On Pogo, we have a launch of one of the largest properties worldwide – the latest season of Pokemon. Also, with Chhota Bheem’s birthday on today (May 1), there will be quite a lot of things happening. Furthermore, we have Mighty Raju’s sixth and seventh movie coming up.

What are the marketing initiatives undertaken to create high brand recall?
Our biggest platform is television and TV in broadcast is both, a product and a communication vehicle. So though we undertake contests, we do not do innovations just for the sake of doing it. We calculate how many kids are going to participate and how many kids would be watching our channel and measure those parameters. We do a number of activities in schools. Further, we have initiatives in the digital space. We see a lot of traction for our properties; there are a lot of downloads. 

What are the key changes that have been observed post digitisation Phase I and II?
We are not a niche channel. According to viewership numbers, we are in the top 10 which comprises Hindi GECs and some of the Hindi movie channels. What we have seen in Phase I is our position getting strengthened further. As digitisation has resulted in all players being on the same page, the time spent has increased. In Phase II, we still have to see, but we have got eight to nine weeks of LC1 data which portrays that we are stronger in LC1 than the rest of the country, which was surprising. 

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