Kids
BARC week 17: ‘Little Singham’ helps Discovery Kids attain second spot
MUMBAI: For the first time since the roll-out BARC ratings, Discovery Kids has entered the top-five rankings in week 17 of the audience-measurement company’s weekly data. The Discovery Communications India channel climbed to second position for the week banking on the viewership of its new show Little Singham. The animated series, based on Bollywood movie Singham, premiered on 21 April this year.
Discovery Kids moved past Hungama, Disney Channel and Cartoon Network in the process. Pogo, which broadcasts Chhota Bheem, exited the top five.
Targeted at children in the age group of 5-11 years, Little Singham will comprise 156 episodes and five tele features. It will be aired in three languages Hindi, Tamil and Telugu.
In a statement, the broadcaster said that the TV ratings soared by 91 per cent garnering 88,952 GTVTs in week 17 as per BARC data (age group 2-14, India urban + rural), over week 16 data of 46,559 GTVTs taking the channel to its historic high second position in the kids genre.
Discovery Communications India SVP & GM–South Asia Karan Bajaj said, “We did things differently; focused all our energies on a single IP and launched it at an unprecedented scale. We were clear from the beginning that to take Discovery Kids from 9th position (in the 12 channel kids genre), to the top of the league, we will have to follow a bold approach and be ready to take a contrarian view on all aspects of the product–be it programming, distribution or marketing.”
The channel said that the launch of Little Singham further accelerated its meteoric rise from 9th position in week 7 to number 2 position in week 17.
The ground-up Super Hero Indian IP, Little Singham, launched in collaboration with Rohit Shetty Picturez and Reliance Animation, helped the channel increase its reach to 24 million, which is a historic high for the channel. Significantly, the channel also claimed that it garnered second highest time spend of 111 minutes per viewer in the kids genre in Week 17 as per latest BARC data.
Little Singham has six sponsors on board, including Dabur Red Paste, Britannia Cakes, Dettol, Flipkart, Heinz – Glucon D and B Natural.
Discovery Kids head Uttam Pal Singh added, “The traction that Little Singham has been able to generate is a proof that the concept of ‘India’s Youngest Supercop’ inspired by India’s biggest supercop brand–Singham is reverberating with kids across the country. At heart lies our understanding and research on our consumer–kids.”
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Kids
Mukta Arts and Green Gold ink MOU to animate iconic film IPs
Kalicharan, Karz, Hero, Karma, Ram Lakhan to spawn animated shows plus features.
MUMBAI: When classic hindi movie meets animation, the result is a fresh reel of nostalgia with a cartoon twist. Mukta Arts Ltd. and Green Gold Animation have signed a Memorandum of Understanding (MOU) to collaborate on animated shows and feature films drawn from Mukta Arts’ four-decade treasure trove of iconic IPs. The partnership taps Mukta’s SGM Animation Studio launched in 2025 as its dedicated animation and games arm and Green Gold’s proven track record in building scalable, homegrown franchises. Creative teams from both sides have already kicked off discussions, with the first project currently in development.
The slate will draw inspiration from landmark Mukta films including Kalicharan, Karz, Hero, Karma, Ram Lakhan, Khalnayak, Saudagar and Iqbal, plus character-led spin-offs from those universes. The aim is to reimagine these stories for today’s young, global audiences while preserving their emotional core.
Green Gold Animation (home of Chhota Bheem) founder and CEO Rajiv Chilaka said, “This partnership with SGM Studios allows us to apply our experience in building long-lasting animation IPs to a truly iconic film catalogue. Together, we aim to create animated worlds that are rooted in these legendary stories, yet designed to connect with today’s young, global audiences.”
Mukta Arts Ltd. filmmaker and founder Subhash Ghai added, “Mukta Arts has always believed in creating stories with lasting emotional value. Through animation, we are extending our IP into a new medium for the next generation.”
In an industry where timeless tales never go out of fashion, this collaboration promises to bring beloved characters back to life with a modern, animated glow proving that some stories are too good to stay in live-action. Stay tuned for the first animated frame to drop.
