Kids
Pogo plans to woo unconventional advertisers
MUMBAI: Pogo, the kids channel from Turner International India, is eyeing a lion‘s share of the ad pie after consolidating its leading position among the kids genre.
Turner International India VP – Entertainment Networks – Ad sales South Asia Juhi Ravindranath said that the target is to capture a disproportionate share of the ad pie as the channel is No. 1 in its target group (C&S, 4-14, All India).
“We are focussing on increasing the client list well beyond the conventional advertisers as the growth with the conventional advertisers is marginal. We are also looking at revising the rates aggressively as we give 360 degree solutions to our clients,” Ravindranath added.
The ad pie of the kids genre has not grown much over the last five years and market estimates peg it at around Rs 2 billion.
Ravindranath said, “Competition is there, but we command almost 27 per cent of the ad pie. In the last quarter, we had 180 clients on the channel, while the closest competitor had 150.”
Generally, chocolates, health drinks and kids food items brands spend on the category. However, Pogo claims of cracking some sectors including insurance and automobiles also.
“We have done a school contact programme with Aviva Life insurance. Also, there are some automobile brands that have come on board. Recently, we got a rice brand, Best Rice, to place ads on our channel,” she added.
Pogo is also looking at licencing & merchandising (L&M), digital, on-ground and on-air joint creations (AFPs) as significant revenue streams. “We have recently done a 360 degree deal with Knorr Soupy noodles – Bheem ka Team. We had L&M deal (on pack promotion), Chhota Bheem branded slot, online gaming campaign and school contact programme. We are looking at multiple tie-ups like this,” Ravindranath said.
Pogo claims that its online site, pogo.tv, which has features/content such as online games, exclusive applications, video-on-demand, message boards and mini-sites of popular shows on Pogo, attracts over 400,000 unique visitors per month. Almost 70 per cent of this traffic is driven by games with other sources of entertainment such as videos and applications.
Kids
Mukta Arts and Green Gold ink MOU to animate iconic film IPs
Kalicharan, Karz, Hero, Karma, Ram Lakhan to spawn animated shows plus features.
MUMBAI: When classic hindi movie meets animation, the result is a fresh reel of nostalgia with a cartoon twist. Mukta Arts Ltd. and Green Gold Animation have signed a Memorandum of Understanding (MOU) to collaborate on animated shows and feature films drawn from Mukta Arts’ four-decade treasure trove of iconic IPs. The partnership taps Mukta’s SGM Animation Studio launched in 2025 as its dedicated animation and games arm and Green Gold’s proven track record in building scalable, homegrown franchises. Creative teams from both sides have already kicked off discussions, with the first project currently in development.
The slate will draw inspiration from landmark Mukta films including Kalicharan, Karz, Hero, Karma, Ram Lakhan, Khalnayak, Saudagar and Iqbal, plus character-led spin-offs from those universes. The aim is to reimagine these stories for today’s young, global audiences while preserving their emotional core.
Green Gold Animation (home of Chhota Bheem) founder and CEO Rajiv Chilaka said, “This partnership with SGM Studios allows us to apply our experience in building long-lasting animation IPs to a truly iconic film catalogue. Together, we aim to create animated worlds that are rooted in these legendary stories, yet designed to connect with today’s young, global audiences.”
Mukta Arts Ltd. filmmaker and founder Subhash Ghai added, “Mukta Arts has always believed in creating stories with lasting emotional value. Through animation, we are extending our IP into a new medium for the next generation.”
In an industry where timeless tales never go out of fashion, this collaboration promises to bring beloved characters back to life with a modern, animated glow proving that some stories are too good to stay in live-action. Stay tuned for the first animated frame to drop.
