Kids
Guest Column: The scope for home-grown IPs for kids’ broadcasters
In the Indian television space, the specialised genre on kids emerged in 1995 and has only been growing ever since. The kids’ genre is the third largest, nationally, after Hindi GECs and Hindi movies. The category has seen a gradual shift with 4-14 audiences, with the genre being in single digits in 2005-2006, to now. There has been an exponential growth since then, with the age group increasing to 2-14 as well.
The components of a child’s behaviour are summarised with two very simple attributes – imagination and spontaneity. But the kids’ genre now is a mature genre and more developed than ever before. Over 168 million kids under the age of 14-years are dedicated viewers. They demand variety, new concepts and most importantly connect with endearing characters. Be it rural or urban, there is curiosity amongst kids to know more. Therefore, we respond to this need with exciting and engaging content in a language they can effortlessly comprehend.
With kids relating to an immensely appreciating home-grown content, the scope for original content is unbeatable. Today, at least three out of the top five are Indian characters, reflecting the changing viewer preferences. Movie screenings on Indian cartoon characters rank high as well. Even if we bring foreign content to television screens, there always is a necessity to dub and bring in Indian flavours to be able to connect with the audience. Indian characters always get more traction, as they can be given physicality, context and mannerisms that are Indian and hence are more relatable. This is because kids are inclined towards situations and values they are familiar and comfortable with.
Other forms of engaging content created from these characters is where the true scope of growth lies – the ability to create a completely different ecosystem out of television, an edge that acquired content cannot offer.
Broadcasters and producers have the edge as well since it gives them complete creative freedom – to design the content as well as decide the life of the content. And because they own the IP, the numbers of offerings are boundless. They can range from on-ground activations, merchandising, and brand extensions to other marketing activities.
The scope for reducing the dependence on acquired content is immense and this is what will continue to boost localised, original content, thus fueling the expansion of the creative talent pool. Moreover, the localised content also attracts the right kind of sponsors to look at opportunities to weave in their brand story.
It’s been two decades since we have realised the true potential of this genre. While we have come a long way, there is still a long way to go. And, launching with four home-grown shows, we at Sony Yay are just delighted to be a part of the growth journey of the category in the country.
 The author is the business head of Sony Yay. The views expressed are personal and Indiantelevision.com may not subscribe to them. |
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.
