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
Sony YAY! launches ‘House of Masti’ to celebrate 20 years of Shin chan
Comedian Kiku Sharda joins the fun with a special rap track as the mischievous icon returns to Indian TV.
MUMBAI: Shin chan is back and this time, he’s bringing the whole house of masti with him! Sony YAY!, India’s leading kids’ entertainment channel, has unveiled ‘House of Masti’, a specially curated programming block to mark 20 years of the iconic animated series Shin chan on Indian television. The campaign transforms the beloved character’s mischievous world into a fresh, high-energy viewing experience. It features new episodes, fan-favourite moments, and themed programming stunts, all designed to stand out from regular broadcasts.
Adding extra sparkle to the celebration, popular comedian Kiku Sharda has joined the campaign. He anchors the integration with a lively rap track titled ‘Shin chan ka YAY! Dhamaal’, infusing contemporary music and humour into the beloved series.
Sony YAY! business head of kids and animation Ambesh Tiwari said, “Over the past 20 years, Shin chan has built a strong and enduring connection with audiences in India. With ‘House of Masti’, we are celebrating this milestone through a differentiated, campaign-led experience. Kiku Sharda and the rap track add a fun, high-energy layer that will resonate with today’s kids and families.”
Starting 27 April, viewers can enjoy the World Television Premiere of Shin chan along with new episodes and an exciting lineup of blockbuster movies on Sony YAY!.
By blending nostalgia with fresh, engaging content, Sony YAY! is ensuring that the cheeky, laughter-filled adventures of Shin chan continue to entertain and connect with new generations across the country.
In a world full of serious cartoons, Shin chan remains delightfully naughty and with ‘House of Masti’, Sony YAY! is making sure his brand of chaos stays as fresh and fun as ever. Get ready for some serious masti!
