Kids
Kids’ genre is highly dependent on library content: Turner’s Ravindranath
MUMBAI: The kids’ genre is the third largest genre in the country in terms of viewership. Turner commanded 36.3 per cent Relative Share in 2014 with Cartoon Network at No. 1 and POGO No. 2.
Turner International India vice president ad sales South Asia Juhi Ravindranath spoke to Indiantelevision.com at length about the changes in scope of advertising on kids’ channels and changes that the industry has seen over the last decade.
While a large chunk of advertisers on kids channels are traditionally kids’ brands, the genre has recently witnessed a spurt in non-traditional brands that have come on board to tap the potential that kids offer as audiences. Kids today play a key role as influencers in the family’s decision making.
Ravindranath said, “If you see the total television viewership pie, the kids’ genre commands about seven per cent of the ratings. However, it is highly under monetized as the revenue it rakes in is only three per cent. But with growing influence of children in household decisions and increase in co-viewing, advertisers are beginning to understand the importance of the kids’ genre. Thus, there has been a surge in unconventional categories that come on the channel to engage kids and parents.”
She added, “Since kids’ brands form only five to six per cent of all brands, the growth for this genre is also being driven by non-kids brand categories. Till now largely driven by FMCGs targeting mothers through co viewing in the household, of late we have seen unconventional categories such as automobiles, e- commerce, insurance, etc. Last year, non- traditional advertisers formed about fifty to sixty per cent of all the advertisers on our channels.”
Turner via its kids’ channels – Cartoon Network and POGO, has been driving innovation in terms of ad sales solutions provided to its clients.
Talking about the innovations with brands, Ravindranath said, “Over the years, we have done many innovations on Cartoon Network and POGO. For instance, with Honda we not only did customized spots in which Chhota Bheem promoted road safety but also developed a meet and greet opportunity with Chhota Bheem across the country to gratify winners. Last year, Kellogg’s Chocos partnered with POGO to create a four-part series featuring the Kellogg’s mascot Coco and Chhota Bheem. This not only made for compelling content but also integrated the brand messaging in a subtle and unusual manner. We also partnered with clients like Perfetti and Jungle Magic on Adventures of Sholay. Going forward, we will continue to focus on offering our clients such unique opportunities to interact with our characters.”
On-ground activities are also a part of Turner’s strategy to entertain and engage its audience and provide a platform to brands to advertise. Turner has been conducting School Contact Programs for Cartoon Network and POGO since the past decade. Every year, through unique concepts, they reach over a million kids across 1000 school throughout India. The annual quarter four events undertaken in November/December also provide brands an opportunity to engage with thousands of kids and parents.
On the Telecom Regulatory Authority of India’s (TRAI) order on ad cap, Ravindranath said, “The TRAI inventory cap has definitely helped channels grow rates and balance inventory across dayparts and months in a more planned manner.
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.
