News Broadcasting
Pogo looking to succeed where Nick failed
MUMBAI: They may not admit it but Turner is certainly taking a leaf out of Viacom’s book when it comes to blazing a trail among the kids. Turner Networks Asia is all set to fulfil a gap that it believes exists in the Indian kids market with its channel Pogo. The India exclusive channel launches on 1 January 2004 and promises to be an interesting mix of live action, drama and series.
Turner Networks Asia senior VP, MD Ian Diamond
Speaking to Indiantelevision.com about the programming strategy, Turner Entertainment Network Asia’s senior VP, MD Ian Diamond said, “We are splitting the days into three distinct parts. The morning part is aimed at our younger kids aged two-six – very developmental based. They are about nurturing the kid and making education a fun environment.”
This is the same strategy that Viacom’s kids channel Nickelodeon has followed in the US and Europe with great success. Its cutting edge shows are strategised so as to appeal to different kids demographics. Shows such as Sponge Bob Squarepants have worked brilliantly. This has certainly been a major factor in Cartoon Network reorienting its strategy to bring in the Adult Swim Block in the US. Pogo’s aim is the same as what Nick has done which is to create a world where kids rule. Like Nick, it is looking to put kids at the centre of its on-air identity. This is clearly visible in the interstitials which have been created.
Asked about why Turner decided to bring in Pogo, Diamond said, “We have done a new generation lifestyle study. Animation is the favourite genre of programming. However there are a number of other genres that kids like to watch whether it be movies, dramas, comedies. As we continue to blaze a trail in the kids space we felt that we needed to offer a better array of genres. Therefore we will be launching a multi-genre kids television channel Pogo just for India.”
“We felt that there were needs being underserved by the Cartoon Network animation proposition. Cartoon Network plus Pogo we believe constitutes a complete kids package. We feel that we are pushing kids TV into the 21st century. Pogo is aimed at kids from the very young to kids and their families,” said Diamond.
Programme Highlights: The Boohbahs which are targeted at young kids are five atoms of power, light, fun and they travel in their Boohball around the world from child to child. 15 Countries including India (Jaipur) are visited throughout its changing title sequence.
Another show that Pogo will showcase is BBC’s The Teletubbies. Miffy and Friends have proved to be very popular in Europe. It is a stop-motion animation series about the small everyday explorations and discoveries of a preschooler. Another show Barney And Friends has been entertaining and educating children for the past decade. It is one of the top shows for pre-schoolers in the US.
Diamond added, “From 4-7 pm we will run what will be called Kids Prime. We will show kids dramas, comedies. From 7 pm onwards we will be showing family specials. This would include specials like the Walking With series. This is the world’s first documentary on the history of dinosaurs which we acquired from BBC Worldwide. The series will also deal with beasts, spacemen. Another attraction in this slot is an Oscar winner Wallace and Gromit. Wallace is an eccentric inventor who is first introduced in the movie A Grand day Out along with his dog Gromit.”
“On Cartoon Network we have started airing the animated series version of the movie Men In Black. Pogo will also follow suit with the animated version of the television series and movie Mr Bean. The star of the television series and film Rowan Atkinson lends his voice to the goings on. There will also be hit movies like Space Jam. “
The Localisation Plan: “Pogo is something created just for the Indian market. It is something we are building from the bottom up in India, Diamond said.
“Right now the content we have is drawn from other sources. But Pogo provides an excellent platform for us to move forward in terms of local production at a later date. This will be out of the realms of animation.”
A question arises as to why Pogo is not being launched in any other country. Diamond replied saying, “India is a unique market in which we enjoy a very strong leadership position. Research has shown that it makes a lot of sense for us to diversify in this market in this manner.
Marketing and Promotions: Diamond refused to provide details except to say that it would roll out over the next month and that iiit would include print, outdoor and on-air. Asked if there were plans to bring other channels from the Turner stable into India like TCM, Diamond replied in the negative.
All said and done Pogo should drag in the viewers like Cartoon Network. Of course the irony is that Nickelodeon, from where it has gotten the basic structure of how it should programme and package the content for Pogo, has failed to make any real impact in India.
News Broadcasting
News18 hosts Tamil Nadu town hall ahead of 2026 polls
MK Stalin headlines ‘Next Big Leap’ event from 10am on 23 February in Chennai with leaders and icons.
MUMBAI: Tamil Nadu’s political pot is simmering and News18’s town hall is stirring it up just in time for the 2026 assembly elections boilover. Set for 23 February from 10am onwards in Chennai, the News18 Network Town Hall gathers heavyweights under the banner ‘The Next Big Leap for Tamil Nadu’ to dissect the state’s political pulse, economic edge, and cultural clout. With the 234-seat assembly contest looming as a fiercely competitive showdown, the event spotlights how Tamil Nadu’s identity-driven politics and engaged voters continue to ripple across national debates.
Chief minister MK Stalin leads the charge with a keynote on the theme, sketching his government’s blueprint for governance, development, and staying power pre-polls. Deputy Chief Minister Udhayanidhi Stalin chimes in on ‘Voices, Vision & Way Forward’, unpacking generational shifts and fresh narratives. From the opposition corner, AIADMK general secretary Edappadi K Palaniswami tackles ‘Baton Change at the Ballot?’, floating alternatives to the status quo.
Economic vibes get a nudge from industries minister TRB Rajaa on ‘Investment Story Intact?’, probing the state’s draw for big bucks. BJP’s K Annamalai dives into ‘People, Trust & Political Ideology’, positioning his party in the Dravidian-dominated turf. IT Minister Palanivel ThiagaRajan explores ‘Code, Capacity & Citizenship’, on tech’s role in citizen-focused services. TVK’s KG Arunraj questions if ‘Winds of Change are Possible’ in this pattern-prone state.
A panel on innovation features IIT Madras director Prof V Kamakoti, M&M’s Velusamy R, and Electronic Industries Association’s Dr Sasikumar Gendham, musing how AI and knowledge hubs are remaking opportunities. AICC’s Praveen Chakravarty weighs ‘Power Sharing vs Principles’, while former Governor Tamilisai Soundararajan joins the fray. Culture gets its due with composer Anirudh Ravichander on ‘Tamil Music for the World’.
CNN-News18, editorial affairs director Rahul Shivshankar noted, “The News18 Network Tamil Nadu Town Hall… reflects our core editorial focus, to capture the political mood of the state and spotlight the ideas that will shape the next phase of governance and growth.”
Network18, CEO of English & business news Smriti Mehra added, “As Tamil Nadu moves closer to a defining electoral moment… we see it as our responsibility to drive informed and meaningful conversations.”
Network18 managing editor for South, Vivek Narayan said, “The News18 Network Townhall in Tamil Nadu is designed as a platform where policy, politics and public interest intersect.”
Backed by associate partners Tata Motors Commercial Vehicles and Reliance Industries, the live event streams on CNN-News18, News18 Tamil, CTV, and Youtube from 10am on 23 February perfect for catching the sparks, even if you’re not knee-deep in Dravidian drama.
