So, a trend has been established between kids channels, corporate advertising, and revenues. But what about viewer-preference and, who will win the race among all the channels?
Indian-ising the content may perhaps hold the key to success. For instance, Pentamedia’s Splash is betting on Indianised content targeting the age group of 2-18 years. The channel claims that 40-50 per cent of its content are locally produced shows. Likewise, another channel which is betting on Indianised content is UTV’s Hungama. Purnendu Bose, COO, Hungama says, More than 70 per cent of our shows will be locally produced and we have positioned our channel as ‘for the Indian kids and by the Indian kids’. Apart from local content, the channel says that its shows would be selected by the kids themselves. This is why the channel is conducting a talent search across 10 Indian cities, out of which 20 kids will be selected as Hungama captains, who will play an important role in deciding on the content of the programme. The focus, therefore, is on India and Indian kids. Partho Ghosh, vice president, The Media Edge, says, The success of local productions like Shaktiman on Doordarshan proves t
