Kids
How engagement works in the kids’ space
MUMBAI: Kids make our world go around! Quite literally, for channels focused on children as audience, observing their growing influence on choices, preferences and consumption habits of families in India, is a revelation! In this season of holidays when families gather around a TV set, it’s the children who call the shots.
In 2018, we have witnessed an upward spurt in viewership in the kid’s category, with numbers rising by 10 per cent (from average GRP 499 to 550 GRP)*. The newer entrants in a competitive space of children’ TV programming has actually helped in growing the audience which indicates that more children are opting to watch new programming. Keeping this insight in mind, Sony YAY! is committed to adapting and developing kids’ programming suited to their preferences and such trends help further validate our approach. The consumption patterns that have significantly grown this year further ensures our focus on homegrown toon characters.
The 2018 emerging trends clearly reflect that flagship shows and localising content in regional languages pay dividends. Kids’ entertainment channels prosper on the dominance of marquee/flagship shows. 70 per cent of airtime and 80 per cent of GRP for leading channels in India comes from one leading show. Thus reiterating the fact that building a long-term relationship with toon characters, around whom shows, merchandise, and digital engagement are built, being the most effective manner to engage with kiddie audiences.
While kids treat their favourite characters as their best friends, they prefer watching them on multiple platforms – digital platforms help us fulfil every kid's demand, where we focus on curating content especially for our YouTube channel. Kids are engaged on all the digital platforms through games, shows, contests on social media, etc. thus creating a strong affinity towards their favourite toons. Building upon toon characters and developing them as digital properties have had our audience respond enthusiastically. Using social media also helps in strengthening this relationship. Kids have the world at their feet; we’ve got to keep them engrossed by offering them the best of everything.
We always sensed that regional language programming for children has potential and outreach. Hence, Sony YAY! produced content in Hindi, Bengali, Tamil, Telugu and Malayalam languages, of which we are leading in Kerala and West Bengal since we have the first mover advantage in these two markets. We have adapted to regionalisation effectively and swiftly.
Another trend is telefilms and programming with longer duration, keeps kids engaged for a longer time. We’ve produced over 12 films this year at Sony YAY! with each film was well received by the kids. It’s a space that’s waiting to explode and is evolving quickly.
The author is business head Sony Pictures Network India, Kids Genre (Sony YAY!). The views expressed here are her own 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.
