Bengali kids channel Rongeen TV to launch on 12 June
MUMBAI: Bengali kids channel Rongeen TV is all set to launch on 12th June at 6 pm. It will be the first kids channel in Bengali. The free to air (FTA) channel is doing a test run from Insat4a satellite at 83.0 degrees east.
Rongeen TV will be the first non-Hindi, non-South regional kids channel in India. Currently, most kids channels are available in Hindi with regional audio feeds.
Sun TV Network is the only company to have kids channels in regional languages like Tamil, Telugu, Malayalam, and Kannada. Sony YAY! is the only channel to have a Bangla audio feed.
Market trends show that animated shows are quite popular in the Bangla market with make Bengali GECs airing them to target kids audience.
Regional audio feeds are a great tool for Hindi kids channel to expand their viewership. Most kids channels have language audio feeds for the South India market.
According to a BARC India report, the kids’ TV viewership in India has grown 31% in the last five years to touch 31.6 billion impressions in 2017 compared to 24 billion impressions in 2012, according to a BARC India study.
The growth in kids’ viewership corresponds to the 27% growth in the overall TV universe, which stands at 183 million homes, and also the 29% jump in kids’ audience base to 73 million in 2017.
The viewership data is for the April-June period and only the urban market. There is a difference in the age-cut for the two periods. The age-cut in 2012 was 4-14 years while in 2017 the same is 2-14 years.
The study titled ‘Evolution of Kids Content on TV’ noted that the kids’ genre has the fourth largest viewership share in the TV universe at 6%. The genre has 19 channels across six languages.
Most importantly, kids are the single largest TV audience among age-groups accounting for 20% of the total TV impressions up from 17% in 2015. Within kids, the 9-14 age group accounts for a larger share of eyeballs with 60% contribution to the total TV viewership.
Throwing further light on the trends in the genre, the study also noted that the viewership share of feature films and live action has fallen while that of animated content has seen a sharp increase.
The share of cartoons/animation in total kids’ viewership has jumped to 89% in 2017 against 71% in 2012 while the share of feature films and live action has declined to 8% and 2% respectively in 2017 from 18% and 11% in 2012.
The BARC study also underlined the fact that 7 out of the top 10 shows in the genre are home-grown properties demonstrating the power of local franchises like Motu Patlu and Chhota Bheem.
It also pointed out that most of the top-rated shows in the genre are long-format of 90-120 minute duration.