N.K raj
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Jaipuria also informed that the Viacom18 management had discussed launching a free-to-air (FTA) kids channel.
However, the idea was shelved as an FTA channel in the kids genre was found to be an unsound business proposition.
“We don’t plan to launch an FTA channel, but there was a boardroom discussion whether Viacom18 should launch a kids FTA channel,” Jaipuria said. She contended that there were two challenges in launching an FTA channel.
The first was creating original content for the channel and the second involved monetising it.
“It’s not easy to launch a kids FTA channel because the shelf life of our content is long. It’s easy for GEC because their content doesn’t have a long shelf life.
We have to create content for an FTA channel. I can’t use what I have for Nick or Sonic for an FTA.
It becomes too much repetition and wearing out of our content. Creating animation content is expensive.
A single episode costs anywhere from Rs 30–50 lakh,” Jaipuria averred. She added further, “The second challenge is whether we can monetise.
What we have seen with ‘Maha Cartoon’ is that it doesn’t have a single advertiser when you look at AdEx.” Jaipuria also ruled out launching any segmented kids channels since the network had plugged all the gaps already.
Viacom18’s content plan to grow the kids TV business | TelevisionPost.com
However, the idea was shelved as an FTA channel in the kids genre was found to be an unsound business proposition.
“We don’t plan to launch an FTA channel, but there was a boardroom discussion whether Viacom18 should launch a kids FTA channel,” Jaipuria said. She contended that there were two challenges in launching an FTA channel.
The first was creating original content for the channel and the second involved monetising it.
“It’s not easy to launch a kids FTA channel because the shelf life of our content is long. It’s easy for GEC because their content doesn’t have a long shelf life.
We have to create content for an FTA channel. I can’t use what I have for Nick or Sonic for an FTA.
It becomes too much repetition and wearing out of our content. Creating animation content is expensive.
A single episode costs anywhere from Rs 30–50 lakh,” Jaipuria averred. She added further, “The second challenge is whether we can monetise.
What we have seen with ‘Maha Cartoon’ is that it doesn’t have a single advertiser when you look at AdEx.” Jaipuria also ruled out launching any segmented kids channels since the network had plugged all the gaps already.
Viacom18’s content plan to grow the kids TV business | TelevisionPost.com
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