Kids
Parents place high value on originality of kids shows in the UK: study
MUMBAI: According to the results of a YouGov poll, parents in Great Britain place a high value on originally produced, children’s programming and like to watch their favourite children’s programmes with their own children.
The poll, commissioned by Pact – the trade association for independent producers – was conducted amongst a sample of 2551 adults across the UK.
Other key findings of the survey include the following:
• 66 per cent of parents believe original children’s programming provides families with shared cultural experiences
• 70 per cent believe that original UK children’s programmes contribute to the UK’s cultural identity
• 73 per cent agree that original UK produced children’s programmes encourage children to read and play imaginatively
• 73 per cent agreed that original UK children’s programming is even more important in the age of multi-channel television
• Just 21 per cent agree that programmes from countries like Japan and the US are just as high quality and family friendly as children’s programmes produced in the UK.
These findings come at a critical time for the UK children’s programming industry. Over recent years there has been a steady decline in the level of new UK children’s programming shown on commercially funded public service broadcasters (ITV, Channel 4 and Five).
ITV stopped commissioning new UK children’s programmes 12 months ago. It has continued with this policy despite Ofcom’s ruling that it is not allowed to cut the amount of children’s hours it broadcasts each week. Furthermore, it has also recently cut the total number of children’s hours to just two per week, despite Ofcom’s ruling.
Pact also understands that Five’s commissioning of new UK programmes for older kids (outside the so-called pre-school genre) is under severe pressure.
Historically the UK’s broadcasters have been renowned the world over for funding and broadcasting imaginative, high-quality and family-friendly programming.
Successful contemporary shows made by the commercial broadcasters include:
* My Life As A Popat: nominated for a Commission for Racial Equality award (ITV)
* My Parents Are Aliens: deals with contemporary family values (ITV)
* Fifi And The Flowertots: promotes the environment and health (Channel Five)
* Peppa Pig: celebrates the warmth and humour of family life (Nick Jr)
* A Different Life: teaches about children with unusual lives – from having rare disabilities to living in the South African bush (Five)
* Art Attack: encourages kids to experiment (ITV)
* Michaela’s Wild Challenge: explores nature and the environment (Five)
* Brainiac: promotes science as fun (Sky1)
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!
