Indiantelevision.com's Kidology
 
 
Turner leaps to 15 % revenue growth, stays perched atop kids genre
 
By SUJIT CHAKRABORTY
Indiantelevision.com Team
(20 April 2007 5:30 pm)
 

NEW DELHI: Cartoon Network and Pogo remain clear leaders in the kids' entertainment space and continue to enjoy the number one and two positions, respectively.

Q1 ad sales revenue jumped 11 per cent in 2007 over the same period last year, Ian Diamond, senior vice-president and general manager, Turner Entertainment Networks Asia Inc told indiantelevision.com.

Overall, the year-on-year growth in revenue over the last fiscal was 15 per cent, he added, with the client base on Pogo growing by a very healthy 109 per cent (Y-O-Y) with 30 new clients added in 2006 alone.

Here to announce a host of new and exciting new programmes, including the kids rave Harry Potter and the Goblet of Fire (27 May) Diamond, talking on the business aspects of the channels, said that these were as per the latest TAM ratings (Source: C&S 4-14 years, Jan 1 - Mar 31, All Days, 24 Hours, All India, TAM Media Research).

"These are not our claims, they are verifiable," Diamond stressed.

"We have the highest reach too, with Cartoon Network reaching out out to 19.4 million kids across India in Q1 2007, while Pogo reached out to 18.6 million in the same period. That's at least 4 million more kids than our nearest competitor," Diamond revealed.

Cartoon Network and Pogo's combined reach and channel shares are higher than all the five competing channels put together, he added.

"Kids consistently prefer us, which is evident from the fact tha: 98 of the top 100 shows aired across kids channels were on Cartoon Network or Pogo, and not just that, 97 of the next top 100 were also on Cartoon Network or Pogo," Diamond beamed in evident pride.

Diamond is based in the regional headquarters in Hong Kong and is responsible for the continued development of Turner's entertainment brands including Boomerang, Cartoon Network, Pogo and TCM Turner Classic Movies in the Asia Pacific, and drives the Tena business strategy of aggregating content and properties across multiple platforms including television, Web, narrowband and broadband wireless content, publishing, consumer products, promotional licensing and live events.

Cartoon Network holds 27 per cent share in 2006 and 28 per cent in YTD 2007, while Pogo is the No. 2 kids' channel with 21 per cent share in 2006 and 23 per cent in Q1 2007.

Diamond also added that Pogo's share is 40 per cent higher than the No.3 channel in YTD 07', whereas Cartoon Network's share is 70 per cent higher than the No.3 channel in Q1 2007, without, however, naming the rival channels.

Asked what makes all this possible, Diamond said, "We take the magic of the characters beyond the confines of the television set by providing a 'complete' brand experience through marketing events, contests, websites, licensing and merchandising, mobile and upcoming theme parks, etc."

He gave the example of this, referring to one of Pogo Original Productions: Camp M.A.D., which is on this May.

It is a special eight episode series, Diamond explains.

Camp M.A.D. promises to be a visual treat for kids as the key character, Rob creates stimulating and fun items on and out of anything, and teaches kids amazing things that will keep them creatively busy during their summer vacations and also give them a glimpse of their Rob, in a specially created episode, Behind The Scenes M.A.D.

"Advertisers see the intrinsic value in partnering with us - Today a wide section of brands including non-traditional ones like ICICI, Surf, All-Out, Safal, Citibank, BPCL etc are signing up toon characters as their brand ambassadors, reiterating the affinity we enjoy with Indian audiences," Diamond adds.

In terms of ad sales revenue, Diamond revealed that the company has witnessed major growth on retail, in which the client base grew phenomenally, "contributing more than 13 per cent to our ad sales revenues in 2006".
 
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