Kids
Palred Media creates animated characters with modern-day relevance; invests Rs 2 bn
MUMBAI: Talk about the Indian animation industry and it still tinkles with the Tom & Jerrys, the Mickey and the Minis and the Hanna Montanas. Certainly mythology and history are the key influencers when it comes to storytelling in the Indian landscape.
However, Palred Media and Entertainment plans to break this clutter. The company, focusing on creating IP (Intellectual Property) in the M&E domain, has created two new Indian characters named Soori (male)-Poori (female) to craft out stories on modern-day relevance.
Targeted at children in the age group of 6-12, the characters will be available in live action content through cinema and TV shows. The company has earmarked an investment of Rs 2 billion over five years in the project and expects to garner revenues of Rs 300 billion from the same.
Palred Media will venture into interactive gaming animation for Soori-Poori in three years, while the 2D/3D animation content will be released in 2011-12. Merchandise, inspired by the characters, will also be developed in the long term.
According to Palred Media and Entertainment founder Palem Srikanth Reddy, the Indian children‘s entertainment content is heavily dependent on foreign programme and characters. “Also most of the Indian television series and movies for children are based on mythological characters or historical tales. But characters with relevance to modern India are scarce; it is this gap we are trying to fill with Soori-Poori,” said Reddy.
Two scripts for movies have been developed and 52 story ideas have been generated for the TV shows. In the first phase, 13 episodes and one commercial feature film will be produced. The production activity will commence from mid-June. The company is in talks with TV channels as the release will be timed with next holiday season during Dussera and Diwali.
According to the company, 92 per cent of children watch TV daily wherein the animated television programming is a growing genre.
Says Madison Media Infinity COO and head, Madison Media Research Centre Mallikarjun Das, “Today the kids broadcasting industry attract approximately Rs 2-2.5 billion of advertising revenues and is growing at a rate of 8 per cent per annum.”
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!
