Splash TV not to join Sony bouquet; may go with three major cable operators

Splash TV is pursuing distribution pacts with the three major cable operators – Hathway, Siticable and InCable – to facilitate the spread of the channel on a national scale

Splash TV, a 24-hour kids' channel from Intelivision (promoted by Pentamedia Graphics), is going full steam ahead with its plans to reach a national audience by December-end 2001. According to sources, it is pursuing distribution pacts with the three major cable operators - Hathway, Siticable and InCable - to facilitate the spread of the channel on a national scale.

This move, meanwhile, also squashes the rumour that Splash is looking to join the Sony bouquet of channels. According to a senior media observer, what spiked Splash's efforts to join hands with Sony was its decision to remain free-to-air, while all the channels in Sony's cluster are pay. This decision is driven by the fact that a free-to-air status will give Splash easy access to the numerous small town homes that are serviced by small, local cable operators.

The channel, which is available in Tamil Nadu, Bangalore and some parts of Kerala since mid-October, is finalising its distribution pacts with cable operators right now. It is toying with the idea of either setting up its own sales teams in Delhi and Mumbai, or, to sign up an agency that could handle the task of airtime sales on its behalf. Of course, it has the option of using the services of Media Dreams, a 100 per cent subsidiary of Pentamedia Graphics, which is in the business of film production, distribution and exhibition and also handles TV software production and marketing. Yet, with its limited presence, Splash TV has not been able to rally distributors or garner advertiser interest in a big way.

In fact, some media planners in Chennai say Splash hasn't approached them yet for an update and presentation on the channel. The channel brass contends such moves will be initiated once the national network is in place.

Indeed, the entry of Splash TV, targeting an audience of below 18 years, is being seen with a lot of skepticism. "Barring Cartoon Network that has ‘voluntary viewership' from kids, not many people have managed to corner junior audiences. Even Discovery Channel with its block on kids is a case where parents insist their wards watch the programme. With a majority of Indian homes having a single television set, most kids end up watching programmes meant for older audiences," observes a media planner.

That is the reason why Animal Planet and Nickelodeon are still fighting for TRPs, while Kermit Channel has gone off air. In such a situation, what makes the team at Splash so sure that its offering would succeed in drawing kids to its fold? "We have content that, we know, will find takers in this country. The problem with Kermit, for example, was that kids simply could not relate to the content," opines Vishnu Athreya, marketing manager, Splash TV.

Splash TV, which is available through the C-band transponder of New Skies NSS 703 satellite, has done its bit of homework, it seems. Its research has shown that kids want a wide variety of fare on their channel. "You ask a kid: Do you want to watch a movie, cartoon, or a chat show? They say yes to everything," says Athreya. Hence, the channel has come up with a diet that includes bits of everything. And all its shows are hosted by kids.

The channel has a mix of international as well as Indian fare. While it shows films such as Apollo 13, Back to the Future, Kindergarten and serials such as Nancy Drew, Hardy Boys and Sherlock Homes, it also tries to rope in children with programmes on their schools and on their hobbies. Splash plans to air animation versions of the popular tales of Panchatantra, Sindbad and the Pandava brothers. The last two, incidentally, were shown on Cartoon Network in August this year. Some of its other popular programmes are based on fairy tales like Thumbelina and The Little Mermaid. To cap it all, the channel has a news-based show Splash-In on Sundays.

For the records, the advertising account for Splash TV is with rubecon Communications in Chennai. Incidentally, it is rubecon, which designed the logo of Splash TV, and the agency is currently working on some below-the-line activities for the channel. "The idea is to make kids feel that they have a chance to be featured on the channel. That is why we show live footage of kids at shopping malls, cinema halls etc on the channel. Once kids find their friends on the show, the enthusiasm is bound to be infectious. We have a great line-up of programmes for November which would be kicked off with a lot of fanfare on Children's Day," adds Athreya.

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