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Kids - May 14, 2019

Nickelodeon bets on youngsters’ developing love for animation TV

The Indian arm of US-headquartered kids’s pay television network Nickelodeon believes maximum children still decide upon to observe their preferred content on television in preference to virtual systems and that animation remains their first love. The network is bringing an animated model of popular Bollywood comedy franchise Golmaal titled Golmaal Jr. On its TV channel Nickelodeon SONIC in association with Reliance Animation and Rohit Shetty Pictures.

“We realized we don’t have a show that’s mischievous, full of pranks and barely over-the-top that kids would really like. Plus in case you take a look at any tv score numbers, you may know that Bollywood is the religion of u. S. A ., and it’s also loved by way of children. In reality, studies show that Golmaal has been a favorite with children yr after year. That’s where the wedding of Golmaal and our network came about,” stated Nina Elavia Jaipuria, head – Hindi mass entertainment and kids TV Network at Viacom18.

Jaipuria said youngsters love animation even these days, that it’s far their supply of amusement and facilitates them get away into an imaginary international to beat boredom and pressure. As its 8th original highbrow property after suggests like Motu Patlu and Pakdam Pakdai, Nickelodeon is looking to make bigger its library with Golmaal Jr. And scale up to some other 200 hours over and above its cutting-edge 500 hours inside the coming 12 months.

“We need to expand our base, both width and intensity–no longer just in terms of the range of IPs but the range of hours of content material and the testimonies we can inform for a specific man or woman,” Jayapura stated, including that this would mean now not simply collection which might be 11-22 minutes long however almost 12 movies in a year that could variety from 70-90 mins and mini-movies that would go from 45-50 mins. While the content material might be showcased across television and the virtual platforms, Nickelodeon believes its number one target audience is still watching TV.

“TV remains a bigger platform for us, especially where older youngsters are concerned. In the 2-14 age group, the TV viewership in step with a toddler in line with the day has gone up from 1 hour 4 mins closing 12 months to at least one hour 12 mins this 12 months. Despite all the fragmentation and the alternatives they’ve, youngsters preserve coming back to TV channels and animation is the format they honestly love,” Jaipuria stated.

To make sure, that belief isn’t out of place. According to information from BARC (Broadcast Audience Research Council), common weekly impressions for the children genre has grown to 778.4 million impressions in 2018 from 422.1 million impressions in 2015. At a median weekly influence of 134.Eight million, Nickelodeon instructions 20% of the youngster’s genre viewership.

Impressions check with the variety of people in heaps of a target market who viewed an occasion, averaged across minutes. BARC India is the united states’ TV viewership monitoring company.

“Kids elderly 2 to fourteen are a big target market on the subject of tv viewership. One in every 4 individuals is a child in the TV viewing universe. The genre has evolved through the years and we’ve seen a shift from syndicated international content material to greater homegrown and Indian characters coming to the fore,” stated Romil Ramgarhia, leader working officer, BARC India including that there’s additionally huge scope for regional language content material on this style.

Despite the new tariff order added in via the Telecom Regulatory Authority of India (Trai) that lets in character pricing of channels, Jaipuria said they have seen a topline growth of 14%. Apart from an honest mix of advertisers, possibility comes from licensing and vending wherein Nickelodeon has partnered with manufacturers like multinational purchaser electronics producer Casio and

Prataap Snacks to monetize their IPs beyond tv via garb, stationery, and bedroom decor.

“Today the youngsters class is a one that grants reach, and our franchises reach out to nearly 44 million youngsters in India. Besides, dad and mom are announcing that kids have an effect on the general household viewing loads. Kids are inside and outside of phases, so it is very crucial as an enjoyment network for us to make sure that we’ve their pulse with us all the time, and that we’re giving them enjoyment that engages them and works for them,” Jaipuria said.