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We partner with our advertisers through brand associations, various online activities and on-ground initiatives. So we try to come out with solutions through which we could provide something extra to our advertisers. As broadcasters, we are yet to benefit from digitisation in the form of subscription revenue. The genre’s share in the advertising pie is only three per cent, almost half of its share in the viewership pie. The kids genre accounts for 6.47 per cent of the total television viewership pie. The number of channels has increased from one or two channels to nine or 10 today and everyone is fighting for their share of advertising revenue. The issue with the kids genre is that there is a lot of under-pricing as far as advertising revenue is concerned. There is no plan to launch any more language feeds as in states such as West Bengal, Maharashtra, Gujarat and Karnataka there is no demand for content in regional languages as viewers prefer watching Pogo either in English or Hindi. Apart from launching Pogo in English, three new feeds were added-Hindi, Tamil and Telugu. The aim behind the move was to make content locally relevant for children in this country. Language feed was introduced in 1999 based on Cartoon Network’s desi boom strategy. The show which is now a franchisee provided a huge boost to Pogo and helped us to beat the other channels including Cartoon Network to become number one.ĭo you have any plans to add more language feeds this year? But within two and a half years of launching Chota Bheem, Pogo became the number one channel. There was no dearth of content as far as the kids genre was considered. Nickelodeon was not distributed well, so the channel had limited reach and then Disney launched its kids channels. Cartoon Network was the leader in the kids programming genre. In terms of ranking, the channel was third or fourth depending on a particular week’s performance. While Pogo was popular at the time, Chota Bheem was launched.

Chota beem