Kids
Kids channels ready for southward action
MUMBAI: Kids channels gear up for more action down south this year, hoping to tap into a market that accounts for one-fourth of the total kids TV viewing in India.
Disney, which already has two of its channels (Disney XD and Disney Channel) talking in Tamil and Telugu, recently localised Hungama TV in these two markets.
Says Walt Disney Television International India associate director marketing Venugopal Iyengar, “Showcasing content that is locally relevant to our viewers is a priority for Disney multiplex of channels whether it is through our content, languaging or the channel environments.”
Nick, the only kids channel to stay out of this play zone, is also readying for a launch in the southern market later in the year.
So what is propelling kids broadcasters to speak in the southern language?
Says Turner International India vice president and deputy general manager – entertainment networks, South Asia Monica Tata, “South India comprises a substantial viewing of the all India universe. In 2010 (first 2 weeks only, Tam‘s expanded Universe estimation), South comprised 27 per cent of All India kids Universe (42.7 mn Kids All India). By the sheer size of the market, there is immense scope of expansion for revenue and viewership.”
Elaborating Tata‘s statement, Madison Media Group CEO Punitha Arumugam notes that treading the south zone will help kids channels not just garner national but also attract regional revenues.
“The entry of new players in the South zone will actually help the genre to grow with each grabbing a share of its own pie. However, the share of revenues will not grow much but, instead, only get dispersed,” she opines.
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!
