The Hindu Business Line : Turner channels put on good show

KIDS' entertainment channel, Cartoon Network, which enters its 10th year in India, has much to cheer. While the channel is clearly the leader in its genre, POGO, the second channel from the Turner Network has also done well for itself.

Here are a few statistics: There has been a 35 per cent increase in audience viewing the channels, subscription revenues have been up 20 per cent during 2003, advertising revenues have gone up by 48 per cent and revenues from licensing deals have also been up by 20 per cent. Even the ad sales growth during the second quarter of 2004 over the first quarter has been 36 per cent. The channels have over 100 advertisers and 30 per cent of the ad sales come from non-traditional advertisers. However, the network did not provide exact revenue numbers.

Speaking to Business Line, Mr Ian Diamond, Senior Vice-President and General Manager, Turner Entertainment Networks Asia Inc, "Cartoon Network is unrivalled and POGO is the No. 2 channel. Our biggest competition is ourself."

The channel is not really perturbed by the launch of several new ones in the kids' space. Only recently, Nickelodeon revamped its look and roped in Jaadu from Koii Mil Gaya fame while UTV's Hungama too went on air.

Meanwhile, Cartoon Network is looking at sourcing content from India. "Globally, about $500 million have been allocated for original content production and some part of it is likely to be sourced from India," said Mr Diamond. Apart from this, it is also innovating with its advertising partners. Only recently a commercial featuring Tom and Jerry was created for All Out Mosquito Repellent.

Besides all these, launch of more channels is also a possibility though not in the immediate future.