Following the trend where kids channels are looking forward to on-ground activities to reach out to their target group, Pogo is initiating a new activity to connect to the Indian kids. Come December, the channel will launch POGO Amazing Kids Awards.
Monica Tata, head of advertising sales, says, "The award is an indication of POGO's commitment of empowering Indian kids, recognising them, appreciating their choices and offering them with a destination that gives them a sense of ownership and choice - a feeling of - 'Its My TV'.
"Importantly, we have once again taken the lead and instituted a television award by engaging kids in a manner that has never been done before," she adds.
The entire event has been divided into two sections, Pogo Voice Awards and Pogo Kids Award. In the Pogo Voice Awards category, kids will get the opportunity to get to vote for their favourite movie, sports-person or a filmstar.
Similarly, the Pogo Kids Awards celebrates the skills of amazing child prodigies by recognising and rewarding them for outstanding achievements in fields such as arts, leadership, sports, etc.
To exercise their choice and cast their vote for the Pogo Voice Awards, kids can send in their votes online through the channel's website. Kids can even send their entries through post or through the channel's representative, who will be visiting their schools
The nominations for the Pogo Kids Awards will be short-listed by the channel from a pool of already acclaimed child achievers. The selected achievers will be chosen through clearly established criteria and would be further screened and validated by a third party. An executive jury hailing from various fields will then vote for the winners.
To promote the event, the channel has created an integrated marketing campaign that includes extensive media such as hoardings, print advertising and web-based promotions. In addition, a school contact programme will be undertaken to reach out to close to half a million children across the country.
Apart from this event, the channel is also looking forward to new shows, movies and a fresh episode of popular series Just For Laugh. Titles such as Passport To Paris, Free Willy 1 and 2 will be part of its programming. "These apart, we have some great programming lined-up for Diwali," Tata adds.
© 2004 agencyfaqs!