Kids
DD’s kids channel could partner private players, launch this year
MUMBAI: Building its channel bouquet. That’s what pubcaster Doordarshan which operates more than 37 channels is doing. Come later this year, and DD will launch a free to air channel (FTA) targeted at toddlers. This was confirmed to indiantelevision.com by its director general Supriya Sahu.
After GEC, kids is the third most expansive genre in terms of viewership and market potential, hence. Amongst the kids players in the space include: Disney and its clutch of channels, Viacom18, Zee Network, Cartoon Network, Sun TV etc.
Speaking to Indiantelevision, Sahu says: “There is a gap in our FTA bouquet on FreeDish of kids and we are working with the ministry of information and broadcasting and Prasar Bharati to plug it. As a public service broadcaster we would we doing injustice to children we don’t come out with a kids specific channel. Soon, this year we should be finalizing its launch. The idea is that we should keep in place a very lean and efficient structure so we don’t pump in a lot of money. Perhaps we should share resources with the private sector which is already having the content. Perhaps share the revenue appears to me to be the best way to go about it.”
What’s making Sahu even more bullish is the way Indian kids are taking to hand held devices like tablets and smart phones. And DD is riding this wave with its DVB-T2 dongles which allow the reception of DD’s TV channels on phones and tablets without any data costs. Says she: “We have already done this in 19 places, digitized our analog transmitter. There is a huge opportunity that kids content will also be available on any smart phone and its is free of data charge and there will be downloading as well. By 2018, we will be making it available in 44 places. So simultaneously when we are working on the kids content, will work on its distribution also.”
Sahu is clearly not kidding.
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!
