MUMBAI: Findings of Generations 2002, the study on media consumption habits of Asian children, with particular reference to Indian kids are likely to be released by the middle of February.
Conducted annually by Cartoon Network, the study this year has, apart from the pester power of kids in the region, also focused on specific brands along with general categories of products, the consumption of which is decided by children. According to Turner VP research Duncan Morris, the study conducted by NFO for Cartoon Network will also include a few categories that are mainly consumed by adults, but the purchase of which is being increasingly influenced by kids. While all the major metros have been included in the study, as in the past, an attempt has also been made this time to include the second tier of towns and cities which make for urban India.
3000 odd children were studied during the survey, spread over the latter half of 2002. While last year’s study had indicated that kids influence the purchase of all consumer durables, both in the choice of brand and features, Morris says it would be interesting to note the alterations in kids’ behaviour wrought over the last one year. Citing another NFO study conducted in August 2002, Morris says that the channel has moved from being the seventh to being the second in terms of national channel share and that average ratings have doubled since 2000. 
Morris claims an estimated 157 million in the 0-6 age group watch Cartoon Network, a finding that has prompted the channel to launch the daily three hour block dedicated to the 2-6 target group, Tiny TV. The study that prompted the launch of Tiny TV was conducted in Mumbai, Delhi and Chennai, after conducting exhaustive research among focus groups, comprising mothers of 3-6 year olds.
The study, says Morris, showed that television contributes to conflict between mother and the pre-schooler child only when its affects a mother’s primary concern areas, which could range from interference in studies to general disobedience.