Kids
Nick poaches Hejmadi from Turner
MUMBAI: In its bid to build the best team in the kids’ television space and build the Nick brand, MTV Networks India has managed its best poach yet in the form of Turner’s research director.
Pradeep Hejmadi has joined Nick as director, business and operations. Hejmadi, who has spent over four years with Turner India, has, in the words of MTV India MD Alex Kuruvilla, ‘tremendous knowledge of the kids’ market’, and thus brings to Nick the expertise the channel needs for a quick resurrection. Hejmadi, who put in his papers at Turner by mid May, has joined Nick in the last one week.
Kuruvilla says Nick, which has already started undergoing programming changes, would launch several initiatives in the coming months. This is to ensure the channel emerges as a strong contender for the top slot among children’s channels by the year end. Hejmadi’s defection from rival Cartoon Network and Pogo will be a crucial catalyst for Nick’s change of image. Earlier this year, Hejmadi had spearheaded an expert study to gauge the effect of shows on the newly launched indigenous channel Pogo on pre-schoolers.
Hejmadi, who began his career with Times FM in 1994, moved to media planning and buying with the media buying unit of HTA, shifted to Discovery Communications in 1997, before moving to Turner. At Turner, Hejmadi was responsible for CNN, CNN.com, Cartoon Network & Cartoonnetworkindia.com.
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!
