Mumbai: Tata Sky is looking to increase engagement with the category by experimenting with a pop-up (showcase) channel on its platform. Pop-up channels are short duration channels.
The channel said it will be launching a range of kids-based cinema and curated content for children on this platform.
Paolo Agostonelli, Chief Content & Business Development Officer, Tata Sky, said: “Kids are the most delicate target. India has one of the largest populations of kids.”
“The genre commands six per cent of the total viewership share on television on an all-India basis. Our pop-up channel will be available for three months starting May 21”.
As per various estimates, the market size for the kids’ entertainment genre in India is estimated at ₹40 crore.
Agostonelli said the kids’ showcase will broadcast films from across the globe — including Denmark, Norway, France, Japan, Russia, Czech Republic, Finland, the UK and the US, besides Indian films. He said the kids’ showcase will run movies all day back-to-back and will be available on both television and the Tata Sky Mobile App.
Agostonelli said that out of the total bouquet of 462 channels, the company is broadcasting 21 kids’ channels and four interactive services aimed at the audience.
The kids’ channel will feature a mix of award winning and nominated films, features and shorts from studios such as Celluloid Dreams, Ghibli, Trust Nordisk, Folimage and Entertainment One.
The ad-pie on the kids’ category is also growing prompting content creators and broadcaster to forge partnerships. Kids’ genres revenue share is about 3 per cent of the total television revenue.
Industry observers point out that the kids’ category accounts for only about 200-odd advertisers compared to 700-plus advertisers in GEC and movies.