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Kid’s genre in India largely devoid of ground-up super heroes – Head, Discovery Kids

11-April-2018
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Kid’s genre in India largely devoid of ground-up super heroes – Head, Discovery Kids

Inspired by ‘Singham’, India’s successful supercop brand and one of Bollywood blockbuster movies of all time, Little Singham, aims to become India’s favourite animation character, targeting children between the age-group of 5 -11 years.

Discovery Kids in collaboration with Rohit Shetty Picturez and Reliance Animation, a Reliance Entertainment company will be launching this new animation series on 21 April.

Little Singham will consist of 156 episodic series with five tele features. The animated series will be aired in three languages - Hindi, Tamil and Telugu. Dabur Red Paste has come on-board as the title sponsor for the same.
Last year, the network re-branded its kids channel with a new position and a content. In February, the kids channel launched ‘Bandbudh Aur Budbak’ which garnered good ratings for the channel.

Uttam Pal Singh, Head of Discovery Kids said, “Discovery Kids has gone through the reinvention in itself. We were in the edutainment kind of set up. Last year we at, Discovery Kids decided to reinvent ourselves and be little competitive. We have ‘Bandbudh aur Budbak’ which helped us to achieve more than 200 per cent in the ratings in past two months which is substantial. The focus is more on the entertainment side.”

Singh further added, “The kid’s genre in India has been largely devoid of ground-up super heroes. Little Singham is a very bold and at scale attempt to fill this gap. We have worked with a world class animation partner Reliance Animation to produce this masala faceted series rooted in action, adventure and comedy to attract attention of kids across the country.”

The show will be aired for two hours back to back at 1.30 pm and 5.30pm. “We are not airing Little Singham as half an hour show. We are trying to combine a binge watching experience on OTT platform and a linear TV appointment viewing. Kids love repeat. The more they watch, the more they want to watch and they will come and watch the episode again and again. We don’t want to hold the content, let them watch it. The kids themselves are best marketeers for us. If they like it they will come and watch it,” explained Singh.

Speaking about the association with Reliance Animation, he said, “Reliance Animation and Discovery Kids are co- producers, which means we are partners on everything including content and also the businesses which goes around this like merchandising, gaming, and on digital too.”

Shibasish Sarkar, COO, Reliance Entertainment added, “We are delighted that the Singham franchise is extending itself to kid’s genre in India. We are confident that kids across the country will love this new entertaining series. We have engaged as many 250 animation artists on this project who have been working for than 6 months to get ready for this mega launch. The presence of Rohit Shetty as a mentor of Little Singham will further help in penetrating deep across the country.”

Discovery India has tied-up with Indian Council for Child Welfare National Bravery Awards to inspire young children across the country. As a part of this tie-up, Discovery Kids will run a special Little Singham episode based on the real-life stories of ICCW National Bravery Award (ICCW NBA) winners.

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