Ananya Saha

Turner gets ahead of Disney; decides to launch theme parks

Money invested in these parks is about Rs 550 crore

Turner International has decided to launch theme parks across Delhi and National Capital Region (NCR). The first theme park, Planet Pogo will come up in Rohini in Delhi in November 2006. The second theme park Cartoon Network Townsville will be operational by March 2007 in Noida, in the NCR area.

The company which owns two kids channels – Cartoon Network and Pogo -- plans to invest around Rs 550 crore on these two projects.

The theme park is targeted at kids in the age group of 3-12 years from urban middle-class families. The company claims that the entry price will definitely be affordable.

While Planet Pogo has been launched in association with Unitech Amusement Parks, International Recreation Parks is the partner for Cartoon Network Townsville. These two companies have set up the first theme park in Delhi, Appu Ghar.

Ian Diamond, senior vice-president and GM, Turner Entertainment Networks, Asia, tells agencyfaqs!, “Theme parks is a growing concept world over. Even in India, till 1993, there were only two theme parks. And the number of these theme parks grew to 55 in the last ten years.”

According to Diamond, the $ 90 million theme park industry is expected to grow to $ 300 million in the coming years. He says, “The family entertainment centres in India are also growing by leaps and bounds. This indicates a huge opportunity for us as we are the best entertainers for kids, both on air and in branded products.”

Jiggy George, director, Cartoon Network enterprises, India and South Asia, says, “The 10 years that we have spent in India have been very fruitful for us as Cartoon Network and POGO are one of the most sought-after channels and brands by kids. After establishing ourselves as a clear leader in kid’s television, we are launching a new product and we are sure, it will do really good.”

George explains, “The parks will be based on the products that kids are familiar with and have seen in the two channels such as Pokey oaks and Scooby statue. The kids will be able to feel and touch the brand.”

© 2006 agencyfaqs!

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