Discovery Kids swings to no. 2 position on the back of ‘Little Singham’

MUMBAI: Discovery Communications India’s kids channel Discovery Kids has entered the top 5 table in week 17 of BARC India ratings on the back of its new show ‘Little Singham’. This is the first time the channel has entered the top 5 table since the roll-out of BARC.

Discovery Kids has grabbed the second position pushing Hungama, Disney Channel, and Cartoon Network down. Pogo, which airs ‘Chhota Bheem’, has exited the top 5 table.

The animated series is based on Bollywood blockbuster ‘Singham’ premiered on 21 April. Targeted at children in the age-group of 5-11 years, ‘Little Singham’ will comprise 156 episodes and 5 tele features. It will be aired in three languages Hindi, Tamil and Telugu.

In a statement, the broadcaster said that the TV ratings soared 91% garnering 88,952 GTVTs in week 17 as per BARC data (age group 2-14, India Urban + Rural), over week 16 data of 46,559 GTVTs taking the channel to its historic high second position in the kids genre.

The channel said that the launch of Little Singham further accelerated its meteoric rise from 9th position in week 7 to number 2 position in week 17. It further stated that the TV ratings have grown by 506%, reach has grown by 65% while TSV has grown by 268% in the last two months.

The ground-up Super Hero Indian IP Little Singham, launched in collaboration with Rohit Shetty Picturez and Reliance Animation, helped the channel increase its reach to 24 million, which is a historic high for the channel. Significantly, the channel also claimed that it garnered second highest time spend of 111 minutes per viewer in the kids genre in Week 17 as per latest BARC data.

‘Little Singham’ has six sponsors on-board including Dabur Red Paste, Britannia Cakes, Dettol, Flipkart, Heinz – Glucon D and B Natural.

Speaking on the occasion, Discovery Communications India SVP & GM – South Asia Karan Bajaj said, “We did things differently – focused all our energies on a single IP and launched it an unprecedented scale – not a norm in the industry. We were clear from the beginning that to take Discovery Kids from 9th position (in the 12 channel kids genre), to the top of the league, we will have to follow a bold approach and be ready to take a contrarian view on all aspects of the product – be it programming, distribution or marketing.”

Discovery Kids head Uttam Pal Singh said, “The traction that Little Singham has been able to generate is a proof that the concept of ‘India’s Youngest Supercop’ inspired by India’s biggest supercop brand – Singham is reverberating with kids across the country. At heart lies our understanding and research on our consumer – kids. Delivering the right product to the right TG at the right time. These results don’t satiate our thrust, as we remain committed to the cause of garnering the top slot in the kids genre in India.”