• Investment World
• eWorld
• Catalyst
• Mentor
• Life
• Canvas
• Praxis
• Urban Pulse
• Brand Quest

Our Bureau

Mumbai , Oct.1

CARTOON Network is no longer the channel of children alone. Mothers have been tuning into the channel driving Cartoon Network's adult viewership share.

Adults form 35-40 per cent of the total viewers share. This is primarily because mothers have been co-viewers of the channel along with their children, especially during the Tiny TV slot, according to Mr Nikhil Mirchandani, Executive Director, Strategic Marketing-India, Turner International.

Early this year, Cartoon Network had launched a three-hour daily slot for pre-schoolers titled `Tiny TV'. This pre-schooler child was not part of the earlier programming line-up for children.

According to Mr Mirchandani, weekday viewership of mothers has increased by 50 per cent and weekends by 100 per cent following the launch of Tiny TV.

Tiny TV comprises four shows — Bob the Builder, Kipper, Make Way for Noddy, Oswald and Pingu. These shows have been developed to familiarise toddlers with social concepts such as co-operation, sibling rivalry, positive `can do' attitude, importance of friends and family.

Overall channel's viewership has also gone up. With more adults tuning in, the channel has been able to bring in unusual advertisers — Asian Paints, Nokia, Citibank and Hyundai — to name a few. Traditionally, Cartoon Network has attracted product advertisements ranging from chocolates, food products and bicycles.

Continuing its strategy of localisation, the channel is planning to launch The Adventures of Chhota Birbal, an eight story, four-episode series, later this week.

This series is produced by the Mumbai-based CB Media Ventures. This series, which is produced using classic 2 D animation, is a fictional take on a time when both Akbar and Birbal were children.

This is the sixth in the series of localised content. The seventh series in the Indianisation will be on Hanuman.

For this series, the channel has roped in Britannia Tiger for the first time as the principal sponsor. Other sponsors include Horlicks, Perfetti and Camlin.

Article E-Mail :: Comment :: Syndication

Stories in this Section
Mattel pulls out Star Beans range

Copyright © 2003, The Hindu Business Line. Republication or redissemination of the contents of this screen are expressly prohibited without the written consent of The Hindu Business Line