Kids
Disney to target tweeners with live action, local acquisitions
MUMBAI: The tweener (10 – 14 years) audience segment is currently underserved by the kids‘ channels in India. Or so feels Walt Disney Television International (India) director programming and production Nachiket Pantvaidya. In order to cater more to this segment and expand the overall kids market in India, the Disney Channel is planning to pump up its live action programming. And it is also looking at local acquisitions to support this strategy. |
The channel is strong among pre-school and family audiences. “Our movies have family appeal. Besides, we have premium quality preschool content,” he says. According to Pantvaidya, 84 per cent of kids are on GECs (general entertainment channels) while only 16 per cent of them were on kids channels. “Before the entry of the new kids channels in India, this percentage ratio of kids‘ viewing was 90:10. There has been a shift in kids viewing because of the wide range of options that are today available to them. I feel that the 16 per cent number has the potential of touching 30 per cent or as high as even 40 per cent in two years‘ time,” he says. Driving this growth will be live action programming, he adds. Disney Channel is also expanding its preschool band from 1 November by an additional nine hours. The channel will have nine hours of preschool programming on weekdays from 7 am – 3 pm and from 8 am – 10 am (two hours) on Saturdays and Sundays. That makes it 44 hours of preschool programming in a week. At present the Disney Channel has 35 hours of preschool programming in a week, which is aired on weekdays from 8 am – 3 pm. Cartoon Network and Pogo, on the other hand, have a combined offering of 11-12 hours a day of preschool content. Nick has a preschool block called Nick Jr. Toon Disney, Pantvaidya feels, has a potent mix with action programming like Spiderman and strong franchisees like Mickey Mouse. |
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!
