Nickelodeon bets on youngsters’ growing love for animation TV

New Delhi: The Indian arm of US-centered children’s pay tv network Nickelodeon believes maximum kids nonetheless opt for to watch their favored content on television as opposed to digital platforms and that animation stays their first love. The community is bringing a lively version of famous Bollywood comedy franchise Golmaal titled Golmaal Jr. On its TV channel Nickelodeon SONIC in association with Reliance Animation and Rohit Shetty Picture.
“We found out we don’t have a display that’s mischievous, full of pranks and slightly over-the-top that children would like. Plus in case you take a look at any tv score numbers, you will realize that Bollywood is the faith of u . S ., and it’s also loved by using children. In truth, studies display that Golmaal has been a favorite with kids yr after yr. That’s in which the marriage of Golmaal and our network took place,” said Nina Elavia Jaipuria, head – Hindi mass entertainment and kids TV Network at Viacom18.
Jaipuria stated youngsters love animation even today, that it’s far their supply of leisure and helps them break out into an imaginary world to overcome boredom and strain. As its 8th original highbrow belongings after suggest like Motu Patlu and Pakdam Pakdai, Nickelodeon is seeking to extend its library with Golmaal Jr. And scale up to another two hundred hours over and above its cutting-edge 500 hours in the coming yr.
“We want to develop our base, each width and depth–now not just in phrases of the variety of IPs however the wide variety of hours of content and the testimonies we can inform for a particular individual,” Jayapura said, including that this will suggest not simply series which can be 11-22 mins lengthy but nearly 12 films in a 12 months that could range from 70-ninety minutes and mini-films that would pass from 45-50 minutes. While the content material might be showcased throughout tv and the digital systems, Nickelodeon believes its number one target audience is still watching TV.
“TV is still a larger platform for us, especially where older youngsters are involved. In the two-14 age organization, the TV viewership consistent with the infant in keeping with the day has long gone up from 1 hour four minutes last year to 1 hour 12 minutes this yr. Despite all the fragmentation and the picks they’ve, children keep coming again to TV channels and animation is the layout they virtually love,” Jaipuria said.
To be sure, that perception is not misplaced. According to records from BARC (Broadcast Audience Research Council), common weekly impressions for the youngster’s genre has grown to 778.4 million impressions in 2018 from 422.1 million impressions in 2015. At a median weekly effect of 134. Eight million, Nickelodeon commands 20% of the kid’s genre viewership.
Impressions consult with the number of individuals in thousands of a target market who viewed an event, averaged throughout minutes. BARC India is the united states of America’s TV viewership tracking agency.
“Kids elderly 2 to 14 are a large audience with regards to television viewership. One in every four individuals is a child inside the TV viewing universe. The style has developed over time and we have seen a shift from syndicated global content to greater homegrown and Indian characters coming to the fore,” said Romil Ramgarhia, leader operating officer, BARC India including that there’s additionally massive scope for local language content material on this style.
Despite the new tariff order introduced in through the Telecom Regulatory Authority of India (Trai) that allows individual pricing of channels, Jaipuria said they have got visible a topline boom of 14%. Apart from an honest mix of advertisers, possibility comes from licensing and merchandising in which Nickelodeon has partnered with manufacturers like multinational client electronics manufacturer Casio and
Prataap Snacks to monetize their IPs beyond tv through apparel, stationery, and bedroom decor.
“Today the kid’s category is a one which delivers attain, and our franchises reach out to nearly forty-four million children in India. Besides, the mother and father are announcing that youngsters affect the overall household viewing plenty. Kids are in and out of phases, so it’s far very essential as an amusement community for us to make certain that we have their pulse with us all of the time, and that we are giving them amusement that engages them and works for them,” Jaipuria stated.