Kids
Cartoon Network sees localisation as key to its fortunes
Continuing its push to localise content for India, kids’ channel Cartoon Network is looking at acquiring the television rights to more properties similar to its recent aquisitions of two animation films: Pandavas – The Five Warriors and Sinbad – Beyond The Veil of Mists. Produced by Chennai-based Pentamedia Graphics Limited, the series had their Indian television premiere on Cartoon Network in September.
“We are in discussions with a number of animation producers in India but nothing has been finalised as yet,” Jennifer Fletcher, senior V-P, ad sales, Turner Entertainment Networks Asia, said.
Fletcher, who was in Mumbai for a meeting of Turner’s ad sales team, spoke to indiantelevision.com on Tuesday. She said it was the localisation effort that dictated the increase in Hindi programming on the channel which currently stands at nine hours a day. For the southern markets, Cartoon Network provides two hours of programming in Tamil.
And emphasising how important India was to Cartoon Network, Fletcher pointed out that 50 per cent of the toon channel’s advertising revenues across Asia came from India. Queried as what were the expectations on the ad sales front for the year, Soumitra Saha, VP ad sales, said that even after factoring in inflation, Cartoon Network expected to see a 10 per cent revenue growth this year. Though Saha refused to give any numbers, industry estimates indicate that ad revenues this year will be in the region of Rs 220 million.
Fletcher clarified that there had been no drop in the rates the channel was charging when it was pointed out that with the economy in reverse gear, discounts and bonus spots had become the norm.
Saha said the advertising client base was steadily expanding and pointed to Korean car major Daewoo, software education company NIIT, textbook publishers S Chand, Novartis Pharmaceuticals and Killer Jeans as some of the new companies on Cartoon Network.
Saha said the network was looking at customised promotional activities to push the channel. There were many activities organised around important days in the school and college kids’ calender like Teacher’s Day, Father’s Day, Rose Day, etc. he said.
Queried as to what the channel had lined up for Diwali, Saha said a Dream Diwali promotion was currently on which would give 250 kids the chance to meet their favourite toon characters, among other things.
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!
