Kids
MTV Exit wins APac Child Rights Award
MUMBAI: MTV Exit (End Exploitation and Trafficking) has won this year’s Asia-Pacific Child Rights Award for producing the music videoAll I Need for Radiohead.
The video gives an insight into the realities of exploitative child labour and shows that we are all touched by it no matter where we live and that we all have a role to play in ending child exploitation and trafficking.
Created by the Cable and Satellite Broadcasting Association of Asia (Casbaa), ABU and Unicef in 2001, the award is given annually to the best television programme on child rights issue produced in the Asia Pacific region. This year, the award received nearly 40 entries from 15 countries including India, Australia, Bangladesh, China, Hong Kong, New Zealand and Thailand.
Radiohead, an alternative rock band from the UK, gave MTV Exit the right to use All I Need off their In Rainbows album and to produce the official video for the single as a way to reach young people and show them the realities of trafficking and exploitative child labour.
The music video is shown in split screen: one side depicting a day in the life of a young boy from an affluent country; the other showing the day in the life of a boy being forced to work in a sweatshop.
MTV Exit campaign director Simon Goff says, “The idea of fusing a social message into a creative format like a music video was something that we had wanted to experiment with for some time. By integrating the message into this format, we could reach many more people than if we created a standard public service announcement.”
This music video is part of the MTV Exit campaign, in partnership with the United States Agency for International Development (USAID), to raise awareness and increase prevention of human trafficking.
Casbaa CEO Simon Twiston Davies says, “Broadcast platforms of all kinds are one of the most powerful tools for educating and promoting child rights issues. On behalf of the industry, Casbaa salutes the on-going participation of broadcasters from across the Asia Pacific region in this year’s Award process.”
The winning entry was selected by a panel of jurors made up of television producers and industry representatives. They included Hitoshi Furukawa of Children‘s Programmes Department of NHK Educational Corporation (Japan), Bella Stjerne of SVT Sveriges Television (Sweden), Aparna Sanyal of Mixed Media Productions (India), Jesse Stern of InFocus Asia (Thailand), Syahrizan Mansor of Nickelodeon (Singapore) and Virginia Lim of SPE Networks (Singapore).
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!
