Kids
Kids today watch more animated content than ever
MUMBAI: Despite the advent of interesting live action and feature films for kids, data suggests that animated content still rules the roost. According to Broadcast Audience Research Council (BARC) data, consumption of non-animated content has decreased considerably in 2017 from 2012.
During 2012, although the animation genre garnered a majority of the viewership, the eyeballs that were grabbed by feature films and live action programmes for kids was not insignificant. The animation genre garnered 71 per cent of traction, whereas feature films gained 18 per cent of viewers and 11 per cent of viewership was observed in the live action programmes genre.
For analysis, 2012 and 2017’s viewership for animation, live action programmes and feature films in the urban markets in India were compared by BARC. The viewership data was analysed for the 4-14 years of age group in the year 2012, whereas kids in the age group of 2-14 years were analysed during the year 2017.
”I believe ‘building a connect’ is the key when it comes to our audience. While doing extensive research for our channel, Sony Yay, we discovered kids have a larger-than-life imagination and relate to characters basis affinity for them,” says Sony Pictures Network kids genre business head Leena Lele Dutta. “We feel continuous innovations in TV content and offering audiences with endearing characters and compelling stories, which also appeal to their imagination, help in creating a win-win scenario for both.”
In 2017, the viewership of animation increased to 89 per cent. Feature films dipped from 18 per cent in 2012 to 8 per cent in 2017. Talking about the live action programmes, the viewership in 2017 drastically decreased in the last five years. Live action was left with just 2 per cent.
The trend observed clearly shows that kids’ channels are betting more on animation driven by international content dubbed in local languages and even locally produced content. Doraemon, Chhota Bheem and Motu Patlu are among the most watched shows.
Although 60 per cent of the total kids’ viewership on TV in 2012 was by the 9-14 years age bracket, it contributes only 48 per cent viewership of kids’ channels in this year.
Talking about the kids’ viewership prime time slots, kids viewership starts rising from early morning hours and peaks in the early afternoon. Viewership does not witness any substantial increase post 6 pm, as kids lose control of remote to parents. This potentially reflects co-viewing.
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.
