Kids
Efforts to procure creative local content for ‘DD kids’ under way, says Supriya Sahu
NEW DELHI: Doordarshan director-general Supriya Sahu has said that efforts were in progress to explore and procure creative local content that appeals not only to children but also to adults in the proposed DD Kids television channel.
Sahu said that it was important that children should not be treated as a commodity to attract advertisements as was happening in some private channels, and therefore the content has to be strong and specific to them.
Speaking at the launch of the ninth edition of Gali Gali Sim Sim, she said programmes such as DD’s ‘Main kuch bhi kar sakti hoon’ which is among the top 10 programmes in India showed that meaningful content could also be made interesting and entertaining.
Sahu said the idea of a channel for children had come up when a DD team visited Uttar Pradesh villages to examine the reach of FreeDish. In spite of the free offering, she said, she found that several homes did not take FreeDish because it did not have any channel for children.
Earlier, Sahu had told indiantelevision.com that the pubcaster had earlier in the year sent a concept note to the information and broadcasting ministry which had now asked it to work out details. Sahu said that the pubcaster was presently studying possible partnerships and various models, apart from studying the availability of content.
She said that she was confident that this would “materialise soon”.
Sahu also pointed out that the durect-to-home platform of Doordarshan, FreeDish, had all kinds of programming but nothing for the kids. It was therefore considered important to launch such a channel. She said DD Freedish was reaching 22 million homes at present and so there was no reason for not having a channel for the young.
In fact, she said the issue had also been discussed at FICCI Frames in March this year. It was pointed out that kids’ channels in India were roughly about three per cent of the total number of channels with limited Indian content. Programming for children for television is a responsible job; sensible children’s programming has the objective of making youngsters imbibe a sense of responsibility and morality.
To strengthen the kids’ content industry and bring about sustainability, stability and growth to the artiste community and other stakeholders in the industry, there was consensus that India needs a free-to-air terrestrial kids channel. There was general agreement that, since Doordarshan is the only channel to have such a wide reach, it is the only capable broadcast channel to make kids content available on a wide scale nationally.
At DD, she had said, they were working hard to create a dedicated content think tank of experienced personalities to rope in the best content and mentor progression. Earlier in 2015, the wishlist of the Federation of Indian Chambers of Commerce and Industry included a plea to the pubcaster to launch DD 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!
