Financial Daily from THE HINDU group of publications
Tuesday, Nov 25, 2003
Financial Daily from THE HINDU group of publications Tuesday, Nov 25, 2003 |
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Marketing
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Strategy Variety - Entertainment & Leisure Turner Intl unveils another channel for kids Our Bureau
New Delhi , Nov. 24 AFTER entertainment channels, the action seems to have shifted to the kids genre. In an attempt to pre-empt the launch of children's channel from the Walt Disney stable and retain its leadership in the children's channel market, Turner International today announced the launch of a new channel, POGO, created exclusively for India. The new channel is in addition to the existing Cartoon Network and will go on air from January 1, 2004. According to Mr Anshuman Misra, Managing Director, Turner International India Pvt Ltd, the channel will look beyond animation to live action and is the first of its kind for Turner broadcasting. The channel will be a multi-genre one and will have cartoons, television series, movies and documentaries targeted at the 4 to14-year-old age bracket. "POGO, with its unique mix of internationally recognised shows that are clever, entertaining and fun, will open up a whole new viewing experience for kids," said Mr Ian Diamond, Senior Vice-President and General Manager, Turner International. The programming is genre-based and has been divided into three key day parts including Young Kids, Kids Prime and Family & Special Events. Like Cartoon Network, this channel too will be a pay channel and a part of the Zee Turner bouquet. However, officials feel that the new channel will not eat into the share of Cartoon Network, which is the sole player in the kids segment. The channel also happens to be the No 2 channel among all cable and satellite channels that are available. "Our research has indicated that there is space for a channel like POGO and this will only complement Cartoon Network," said Mr Misra. He hoped that this new channel would be able to attract viewers of other infotainment channels as well as the adult audiences. Meanwhile, industry analysts said the launch of another kids channel by Turner International, ahead of other channels, was a good move. Disney is learnt to be in talks with Star, Sony and ESPN Software for a distribution tie up. Others such as Hallmark's Kermit have folded up, while Nickelodeon has not taken off in India.
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