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Our Bureau

New Delhi , June 30

SUMMER vacations are ending and it's time for kids' channels to say `thank you' to their young viewers. And they are sparing no effort to ensure that the children continue to remain loyal to these channels.

Cartoon Network, for instance, has launched a mega `Join the Power Puff Generation Contest' where six kids — three girls and three boys — would be selected from a nationwide search to present a new show. According to Mr Vivek Krishnani, Director, Marketing, Cartoon Network and POGO, "The hunt will take place not only in the metros but also in smaller towns such as Amravati, Vijaywada and Coimbatore." A slogan contest would be followed by virtual auditions, in association with Reliance Web World, to shortlist the candidates.

Disney Channel is also launching a promotional effort in 1,260 schools across 13 cities, using interactive games. `Kimpossible Code Tod' is another promo for its new show featuring a young girl, Kim, trying to save the world.

Ms Hema Govindan, Head of Marketing and Communications, Walt Disney Television International India, said, "We will give out over one million code-tod goggles, several cameras, hi-tech gaming mobile phones and even a laptop."

The popularity of these channels is evident from the ample sponsorship support received. While Cartoon Network has Cadbury, Camlin, Parle, Kellogg's, Parry's, Horlicks and Kissan sponsoring the new hunt, Disney has roped in Amul Shakti, Maggi, Parle and Harvest Gold for the school programme, while Dabur Real Juice and McDonald's have associated with the Kimpossible contest.

According to Mr Nachiket Pantvaidya, Head of Programming and Production, Walt Disney Television, "The idea is to grow the market for the kids genre. We are trying to pull them to our channels from other general entertainment channels." Currently Cartoon Network and POGO together command over 82 per cent of the market share for kids' channels, said Mr Krishnani.

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