Kids
Nick plans local content expansion
MUMBAI: Little Krishna has put kids TV Nick on the hunt for local content. The Viacom18 channel, which had left the chase for such content to rival networks, is now in talks with various production houses to source animated programming that would widen its audience base.
Says Nick India SVP and GM Nina Elavia Jaipuria, “Although our primary audience target remains to be the 4-9 and 10-14-year-olds, Little Krishna helped increase a lot of co-viewing among young parents. By expanding our local content, we are expecting the co-viewing pattern to get a further push.” Little Krishna, acquired from Big Animation for the South Asian territory, has been performing consistently with an average TVR of over 1. |
Nick, however, is not looking at mythological content alone. “We are looking at content that has a strong narrative, storytelling power and good production value. This is because a kid‘s attention span is very limited and you have to engage them within the first ten seconds,” Jaipuria explains. The local content acquisition will also further extend Nick‘s licensing and merchandising opportunities. “We have acquired the licensing and merchandising rights for Little Krishna. We will be launching consumer products based on the character by the last quarter of this year,” avers Jaipuria. Late April this year, Nick edged out market leader Cartoon Network to rule for the first time in the Hindi speaking markets (HSM). The channel now is looking at creating more sticky content to entrench its leadership position. Multinational kids channels have turned to local content to strengthen their position in India. Turner International India runs approximately 35 local shows on Pogo and Cartoon Network together. These include Chhota Bheem and FAQs on Pogo and a series of Krishna movies on Cartoon Network.Says Turner International India VP and deputy general manager – entertainment networks – South Asia Monica Tata, “As a great believer in the Indian storytelling heritage, Turner has successively contributed to keeping India‘s treasure trove of stories alive with animation through its leading kids‘ channels, Cartoon Network and Pogo. We were the first to acquire Indian animation and first to promote home grown series such that kids‘ enjoy them as they do a Tom & Jerry and Ben10.” |
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!
