International, with its two children's channels, Pogo and Cartoon Network (CN), is set to bring in some new shows and movies.
Speaking to afaqs!, Monica Tata, vice-president and deputy general manager, Entertainment Networks, South Asia, Turner International India, says, "Last year, we experimented with animated movies, and at the same time, we tasted success with local content, tailor-made for Indian kids. We will continue our emphasis on animated and local content. To bring in more fun for kids, we will turn to Bollywood titles."
Tata points out that they have begun the year by airing two Hindi movies, Krrish and Raju Chacha, on CN and Pogo, respectively. Both the channels have a strong lineup of movies scheduled for the year.
All five Harry Potter movies - The Sorcerer's Stone, The Chamber of Secrets, The Prisoner of Azkaban, The Goblet of Fire and The Order of the Phoenix - will be aired on CN. The titles on Pogo include Shrek, Batman Begins and Scooby Doo.
Similarly, new shows such as Kabhi Crash Kabhi Slash Marathon and Oswald Marathon will keep kids enthralled on Pogo.
Tata shares that CN and Pogo, which occupy the No. 1 and No. 2 spots, respectively, among children's channels, collectively command 45 per cent of the market share in this genre.
Animation is the core area of attraction for kids on CN. The channel boasts of 20 animation titles, including 20 shows and some movie titles. On the other hand, Pogo is increasingly focusing on original programming and already has 200 hours of such content.
Tata reveals, "In terms of revenue, both Pogo and CN have resulted in 11 per cent growth for the network. CN has registered 29 per cent growth on a year by year basis. This growth has come from non-traditional advertisers such as FMCG and personal care because both our channels provide a wholesome viewing environment for kids, who have immense influencing power in their parents' purchasing decisions. Advertisers acknowledge this fact and put their communication on our network."
In 2009, Turner International's emphasis will be on localisation of content, with a special focus on Indian animation, because the network's biggest hits for the year came in the form of Chhota Bheem and Bal Ganesh.