Thakur
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The kids entertainment category on television
has seen viewership go up by 22% in the last
one year even as newer channels have come
up in the genre. Nina Elavia Jaipuria, executive
vice president and business head, kids cluster,
Viacom18 Media, believes that cable
digitisation has played a big role in this.
Digitisation has helped kids to find their
favourite channels more easily even as there is
a marked improvement in the transmission
quality of the channels, which are driven by
animation content. "Digitisation has grown
our subscription revenue in double digits. So,
the business is looking better and we are able
to reinvest in content," says Jaipuria. In a
conversation with FE Brandwagon's Anindita
Sarkar, Jaipuria talks about the special
advantages that the R350 crore kids genre can
offer advertisers, the strategy behind
Viacom18's three kids channels and how the
ad inventory cap is benefiting them. Edited
excerpts:
How are the various kids channels in the
Viacom18 network different from each other?
The Nickelodeon franchise starts off almost at
the zero age level with Nick Jr. which is
watched by pre-schoolers along with their
young parents. We then have two
differentiated productsNick and Sonicthat
target children four years and above.
Nick is essentially about fun, positivity and a
lot of humour for children. It is a place
where 'funny' rules. On the other hand, Sonic
is a completely differentiated product which
talks to the same target group but through
action and adventure. We realised that a
whole lot of action was being consumed
outside of television (read video games,
Bollywood). But there was no TV channel that
was delivering that action and that's when we
decided to launch Sonic. Face off: Our three channels give us an advantage in the ad cap regime, says Nina Elavia Jaipuria - Financial Express Mobile
has seen viewership go up by 22% in the last
one year even as newer channels have come
up in the genre. Nina Elavia Jaipuria, executive
vice president and business head, kids cluster,
Viacom18 Media, believes that cable
digitisation has played a big role in this.
Digitisation has helped kids to find their
favourite channels more easily even as there is
a marked improvement in the transmission
quality of the channels, which are driven by
animation content. "Digitisation has grown
our subscription revenue in double digits. So,
the business is looking better and we are able
to reinvest in content," says Jaipuria. In a
conversation with FE Brandwagon's Anindita
Sarkar, Jaipuria talks about the special
advantages that the R350 crore kids genre can
offer advertisers, the strategy behind
Viacom18's three kids channels and how the
ad inventory cap is benefiting them. Edited
excerpts:
How are the various kids channels in the
Viacom18 network different from each other?
The Nickelodeon franchise starts off almost at
the zero age level with Nick Jr. which is
watched by pre-schoolers along with their
young parents. We then have two
differentiated productsNick and Sonicthat
target children four years and above.
Nick is essentially about fun, positivity and a
lot of humour for children. It is a place
where 'funny' rules. On the other hand, Sonic
is a completely differentiated product which
talks to the same target group but through
action and adventure. We realised that a
whole lot of action was being consumed
outside of television (read video games,
Bollywood). But there was no TV channel that
was delivering that action and that's when we
decided to launch Sonic. Face off: Our three channels give us an advantage in the ad cap regime, says Nina Elavia Jaipuria - Financial Express Mobile
