Discovery Kids hopes to continue growth momentum in 2019
MUMBAI: Having seen an exponential growth last on the back of ‘Little Singham’ IP, kids broadcaster Discovery Kids hopes to maintain the growth momentum in 2019.
“Discovery Kids emerged as the fastest growing channel last year in the kids genre. Our aim is to maintain the momentum and end this year on another high,”
Discovery Kids head Uttam Pal Singh said.
Singh also stated that the kids genre has been growing at an impressive double-digit growth rate. “I expect that the positive momentum will continue in the foreseeable future,” he added.
He also pointed out that the biggest challenge for the kids genre is under-monetisation of ad revenue. There has been a correction in the ad rates but the genre is still a long way from getting its due from the advertisers.
“I think the biggest challenge is that advertising rates in kids genre are under-indexed as compared to other genres. There has been a correction over the past year or so, but it needs to accelerate even further so that the genre is at par with others,” Singh noted.
According to Singh, the focus on creating local Indian IPs has been a big boon for the Indian animation industry. He also admitted that not all local IPs will be successful but that shouldn’t act as a deterrent for investing in local content.
“I am delighted to see an increased focus on local content – the Indian made IPs – which means that the entire ecosystem of animation production in India is buzzing at the moment. Not all the content that is being produced will be a hit – that’s the harsh reality of media business. The key is understanding and engaging with your audience and having the creative ability and the discipline to offer the right product,” he stated.
Singh also noted that India is a unique country where more screens are getting added and the growth is not coming at the expense of the other. “In India, content creators are producing content primarily for linear – and then leveraging it on digital. In that sense, I view it as a good opportunity to build the brand, expand the reach and also monetise.”
BARC India CEO Partho Dasgupta noted that kids account for a big chunk of television viewing with 21% of Total TV viewership coming from 2-14-year-olds. “From 2016 to 2018, we have seen a healthy 22% growth in the average time spent on kids channels by this age group. This is a clear indication of increasing interest among kids in the medium,” Dasgupta stated.
He added, “Our data also highlights that kids in Urban India consume more TV than their rural counterparts. 61% of kids viewership comes from Urban Kids. We are also seeing a higher appetite for homegrown and regional language content which is a win win for broadcasters, producers & advertisers.”