Continuing with its strategy of creating localised content appealing to children in India, Viacom18 owned kids channel Nickelodeon is set to launch its animated investigative series for kids -Gattu Battu.

Gattu Battu is the fourth Made-in-India series for Viacom18. The new series is slated to be released on May 01, 2017. It had previously launched home-grown toons like Motu Patlu, Pakdam Pakdai and Shiva.

“We have continuously created new characters to keep kids engaged. After launching three blockbuster made in India shows and creating their eco-system, we are looking at this new character,” Nina Elavia Jaipuria, Head, Kids Entertainment, Viacom18 told Business Line.

Jaipuria said that the kids segment is growing at 8 per cent in urban and 6 per cent in rural in terms of viewership. It is also seeing huge uptrend from advertisers.

In spite of being a niche segment, kids category is attracting non-typical advertisers like e-commerce and lifestyle players, detergents and automobile among others.

Industry observers say the category accounts for only about 200-odd advertisers as compared to 700-plus in GEC and movies. The kids’ segment revenue share is about 3 per cent of the total revenue.

Viacom18 has four channels in its kids cluster — Nick, Sonic, Nick Jr/Teen Nick and Nick HD+. Nick features comedy while Sonic is an action comedy channel. Nick Jr caters to pre-schoolers. Last year, Nick had launched an HD feed to its channel, making it one of the first in the kid’s entertainment category.

Last year, Viacom18 introduced took Motu-Patlu from television to the silver screen. EOM