Kids channels ran the extra mile in 2009, expanding the genre by 7.9 per cent as they localised and became more interactive with their target group consumers. The 5.8 per cent share of the overall TV viewership pie was led by a 13 per cent growth in the Hindi speaking market (HSM) as the tiny-tots migrated from other genre channels. This despite various property launches among Hindi general entertainment channels (GECs), reality shows and the Indian Premier League (IPL). |
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Admits Nick India SVP and GM Nina Elavia Jaipuria, "During the year, kids moved away from news, sports, cable and music. This is because within such categories, kids have mostly acted as passive viewers. Kids always prefer to be active audiences, thereby desiring for tailor-made content that suit their viewing tastes." Agrees Turner International India VP and deputy general manager entertainment networks - South Asia Monica Tata: "Changes in genre consumption amongst kids and family audiences, who preferred a bit more of news and regional entertainment, combined with single TV phenomenon has led to this blip in 2009 kids genre shares." The HSM market also saw a boost in its 2009 viewership as the target group was provided with more choices due to increased competition. Last April, Viacom18‘s Nick edged out market leader Cartoon Network to become the most-watched kids channel across the HSM. Later, Hungama TV from the Disney stable also occupied the number one spot during various weeks, thereby offering kids with more selection penchants. So what led to such fluctuations in the HSM space? Says Jaipuria, "2009 brought in more food to the audiences and with consumers acting as the clear kings, broadcasters became more innovative and stepped outside the television sets. Competition rose high, and content was infused with various spikes and reactive strategies to pull in more audience stickiness. This led to quite a few fluctuations in the top slot." Within the all-India and HSM category, again, there are a few transitions. While Cartoon Network continues to hold the fort in the all-India segment, the channel has seen a three per cent dip over the previous year to end 2009 with a 24 per cent market share. Sibling channel Pogo too has managed to retain the number two slot in the space. The channel has seen a rise in its market share from 20.34 per cent in 2008 to 22.23 per cent in 2009. |
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Says Tata, "2009 sealed another year of supremacy for Cartoon Network and Pogo as the clear kids‘ favourite channels across India with a combined market share of 44.1 per cent." The HSM leadership slice, however, has a new story to narrate as with the year ending, the segment has seen a rise of a new leader in Nick. Dethroning market leader Cartoon Network from the top, the Viacom18 channel has emerged as the No 1 channel in the HSM space. The channel has closed the year with a 23 per cent market share, one point above the new second in command, Cartoon Network. |
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Says Jaipuria, "The Nicktoon-characters have helped Nick establish space and engagement with the kids leading to an increase in the stickiness of the channel." Also, the channel has managed to take viewers beyond television, thus making it more tangible. "And I think we did that very successfully with our experimental 360 degree marketing philosophy - we wanted to be in every place where children are," she adds. Meanwhile, when combined, Cartoon Network and Pogo are still placed at the top and enjoy an increased combined relative share of 43 per cent in 2009 (compared with 42 per cent in 2008) in HSM, says Tata. South Story
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