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Currently, the only full fledged animation kids' channel in the
country, Cartoon Network made a huge dent in the pre schoolers'
category this year with the launch of daily three hour band Tiny
TV. Ironically, the launch of the band was based on in house research
that indicated that mothers along with the two to six year olds,
form the bulk of the channel's audience base. Almost a year later,
Turner International executive director, strategic marketing Nikhil
Mirchandani, says Tiny TV has helped channel viewership zoom upwards
by 50 per cent.
Needless to say, mothers form a large part of that audience. Cashing
in on this development, the channel has roped in several more advertisers
thus far restricting to advertising on mainstream channels. Cartoon
Network now has Life Insurance Corporation, Asian Paints, Nokia,
Surf and Hyundai on board. While Asian Paints is a sponsor of the
channel's ongoing Toon Diwali Dhamaka contest, Citibank has tied
up with the channel for another new promotion.
A bulk 17 hours of daily programming is now in Hindi, helping bond
with viewers, even as localisation remains a priority for the channel,
in India . Most of these brands are first timers to Cartoon Network
but as the audience base begins to grow, says Mirchandani, the toon
shows are not appealing just to the 'very young, the young kids
but also to the kid in all of us.'
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