GECs
Kids television viewership descends as summer vacation ends
MUMBAI: Summer holidays have come to an end and kids with their bags and water bottles have stomped back to school. While kids may be grumpy to wake up early and get back to the rigmarole of studies, another party that needs to wake up and take notice is the kids channels.
With schools reopening, consumption of kid’s content on Indian television has seen a substantial dip according to an analysis by Broadcast Audience Research Council (BARC) India.
The decline is very much evident across all age groups. While the 4-8 years category registered ratings of 142043 in week 21, it saw an ascend in week 22 where it garnered viewership of 144519. However, in the current week (week 23) after the re-opening of schools, it went down to 126079.
On the other hand, the 9-14 years category also witnessed similar statistics where it fetched viewership of 114754 in week 21 and witnessed a substantial growth with 118091 in week 22. However, not surprisingly, in week 23 it dropped to 106168.
As per the analysis, the Southern and Western part of the country, where most schools have restarted, has witnessed a major decline in viewership. On the other hand, in North India where schools are yet to open, retains similar viewership. This goes to prove that the reopening of schools is the critical reason behind the decline in viewership.
Another key depiction that emerges from BARC India’s analysis is that even though Northern India contributes more in kids viewership, at a macro level Sothern India is the biggest market for kids in India.
With kids going back to school, looks like kids channels’ executives will also need to take home some learnings. It now remains to be seen the bunnies that the likes of Cartoon Network, Pogo, Nickelodeon et al pull out of their hats in the light of BARC India’s latest analysis. One thing is for sure, kids content producers will have to do what it takes to stop viewership from declining any further.
GECs
Asianet Television Awards 2026 celebrates women power in Malayalam TV
“She is the Colour” theme honours icons as ceremony airs on March 14 and 15 at 7 PM.
MUMBAI: If television lights up living rooms, this year Asianet decided to let women provide the colour. The Asianet Television Awards 2026 turned the spotlight firmly on women empowerment with the theme “She is the Colour”, celebrating the strength, resilience and achievements of women who continue to shape society and the Malayalam entertainment industry.
The ceremony honoured several distinguished personalities whose journeys have left a lasting cultural imprint. Among them was legendary playback singer Vimala Varma, widely recognised as the first Malayalam playback singer. The evening also paid tribute to Padma Shri awardees Devaki Amma and Vimala Menon for their exceptional contributions in their respective fields.
Leading women from the Malayalam film industry were also recognised during the event, including actor Shweta Menon, who currently serves as president of the Association of Malayalam Movie Artists, and National Award winning actor Surabhi Lakshmi.
The awards ceremony brought together a glittering lineup of actors and industry figures, including Jayasurya, Vijay Babu, Asha Sarath, Lena, Esther Anil, Anumol, Akhila Bhargavan, Sarayu Mohan, Prajod Kalabhavan, Gayathri Suresh, Sabumon Abdusamad, Swasika, Tini Tom, Sijoy Varghese, Kailash, Veena Nandakumar, Sabareesh Varma, Ansiba Hassan and Dinesh Prabhakar. Kishan Kumar, executive vice president Malayalam at JioStar, was also present at the event.
Beyond individual recognitions, the awards celebrated excellence across Malayalam television, acknowledging artists and technicians whose work continues to drive the industry forward.
The evening also offered plenty of spectacle, with elaborate dance performances, stunt acts and comedy skits performed by popular television and film personalities, turning the ceremony into a full fledged entertainment showcase.
Viewers will get to watch the celebrations when the Asianet Television Awards 2026 air on Asianet on March 14 and 15, Saturday and Sunday, from 7 pm onwards, bringing the star studded tribute to homes across Kerala and beyond.
