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
Sony YAY! launches ‘House of Masti’ to celebrate 20 years of Shin chan
Comedian Kiku Sharda joins the fun with a special rap track as the mischievous icon returns to Indian TV.
MUMBAI: Shin chan is back and this time, he’s bringing the whole house of masti with him! Sony YAY!, India’s leading kids’ entertainment channel, has unveiled ‘House of Masti’, a specially curated programming block to mark 20 years of the iconic animated series Shin chan on Indian television. The campaign transforms the beloved character’s mischievous world into a fresh, high-energy viewing experience. It features new episodes, fan-favourite moments, and themed programming stunts, all designed to stand out from regular broadcasts.
Adding extra sparkle to the celebration, popular comedian Kiku Sharda has joined the campaign. He anchors the integration with a lively rap track titled ‘Shin chan ka YAY! Dhamaal’, infusing contemporary music and humour into the beloved series.
Sony YAY! business head of kids and animation Ambesh Tiwari said, “Over the past 20 years, Shin chan has built a strong and enduring connection with audiences in India. With ‘House of Masti’, we are celebrating this milestone through a differentiated, campaign-led experience. Kiku Sharda and the rap track add a fun, high-energy layer that will resonate with today’s kids and families.”
Starting 27 April, viewers can enjoy the World Television Premiere of Shin chan along with new episodes and an exciting lineup of blockbuster movies on Sony YAY!.
By blending nostalgia with fresh, engaging content, Sony YAY! is ensuring that the cheeky, laughter-filled adventures of Shin chan continue to entertain and connect with new generations across the country.
In a world full of serious cartoons, Shin chan remains delightfully naughty and with ‘House of Masti’, Sony YAY! is making sure his brand of chaos stays as fresh and fun as ever. Get ready for some serious masti!
