The Hindu Business Line : Pogo, Cartoon Network bet big on India

New Delhi, Oct. 10 Turner Internationals’ two leading children’s television channels Pogo and Cartoon Network are betting big on India and Indian content.

The network’s animated Krishna, beat Harry Potter and Tom and Jerry to be rated as the most viewed programme. “India contributes 60 per cent of Cartoon Network and Pogo’s Asia Pacific bottom line, and is an integral and important part of our APAC business. We can’t share financials, but India is the focus market in our strategy for this part of the world,” said Ms Monica Tata, Vice-President, Advertising Sales and Networks, India and South Asia for Turner International, India.

“We are investing as much as it takes. It’s important for us to be present nationally, and for that we need content that bilingual, trilingual or even multilingual if its economically viable,” said Mr Orion Ross, Vice President, Creative and Original Content, Turner Entertainment Networks Asia, at an event announcing five new original productions.

It includes the animated series Ben10 which will be aired in four languages — Hindi, English, Tamil and Telugu. “We recognised the need to create Indian content very early on have pursued that strategy aggressively,” added Mr Ross. The channel will increase language focus to maintain the leadership position it claims in the children’s (age 4-14) entertainment genre, said Mr Ross, ruling out the introduction of any new kids channel from Turner for now. “Only 15 per cent of kids watch children’s channels. There is still a great deal of growth potential for Cartoon Networks and Pogo,” he added.

Theme-parks business

Globally, Turner is also venturing for the first time into the theme parks business, with Pogo Planet and Cartoon Network Town planned in Delhi and Noida, said Ms Tata.

The media house is also launching a new live-action series Cambala Investigation Agency, a famous five of sorts produced by Contiloe Films.

Its 2007 Amazing Kids Awards will be televised by Endemol. There is also season five of the channel most popular show M.A.D. or (Music Art and Dance) produced by Miditech which will be also producing Skatoony, a game show that puts kids against cartoons. Siddhartha Basu’s Synergy is producing a science-based show FAQ (frequently asked questions) for the network that is expected to be on air in 2008.

Pogo which caters to younger audiences has gone from having 50 hours in 2004 of original content to 150 hours of original productions in 2007. In 2008, the original programming for the channel alone is expected to surpass 200 hours.

More Stories on : Outlook | Radio/TV | Children & Parenting | Entertainment & Leisure

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page