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CQ : Are you using any Indian
made animation
& if so, what percentage of Indian Programming?
Monica : We are delighted that kids’ love
watching stories set in rich story telling heritage of
India. We are also proud to share that we have the
country’s largest and robust bouquet of Indian animation
titles with over 35 homegrown animations to date for
both Cartoon Network and POGO. Cartoon Network was the
first to acquire Indian animation; first to promote home
grown series such that kids’ enjoy them, as they do a
Tom & Jerry
Cartoon Network and POGO have always looked at
entertaining children and families with ‘best in class’
programming, be it classic shows or acquired shows from
the International Market and home grown original
productions from animation studios and production houses
in India.
Though it’s difficult to put a percentage split between
home grown and interna-tional programming content on CN
and POGO, we would
like to add that it is important to maintain a healthy
balance between the two. Therefore, while we believe
that Indian producers and creators have some great
stories to tell that rate exceptionally well, we also
sincerely feel that kids, need variety. Premium content
and compelling content
from across the globe are the best way to cater to the
viewing preferences of our discerning audiences.
As leaders of the kids’ entertainment genre, we have
consistently backed, invested and promoted home grown
animation. For example we had rolled out one of the
biggest Asia Pacific original content development
initiatives- SNAPTOONS (Short New Asia Pacific Cartoons)
aimed at identifying and unleashing the next generation
of animation legends from India & Asia Pacific region -
in the league of Powerpuff Girls/ Ben 10 that can be
completely funded from start to finish. We had recently
announced the first round of SNAPTOONS completed
minsiodes – which included Johnny Goes to Bollywood,
Kul-Veera and Sulochana in Hindi, English, Tamil and
Telugu languages.
CQ : How does the consumer
respond to the
Indian made animation series?
Monica : Indian Animation remains a
corner-stone of Cartoon Network and POGO’s programming
mix. It is local and enjoys a strong resonance with our
audiences and thus is always a huge hit on our networks.
As per TAM 2008 statistics, Cartoon Network ruled as the
#1 national channel across all television genres in 2008
each time its Indian Animation line up aired.
Indian animation has been runaway success on both our
kids’ networks. The success is evident by the ratings
Indian content has garnered for example Bal Ganesha
clocked a 1.8 TVR making it the highest rated movie
transmission across all Kids Channels for Year to Date
2009 and Cartoon Network was the # 2 National Channel
with a 5.5% share when Indian Animation Festival was
aired in May.
Chhota Bheem, POGO’s littlest hero packed a huge punch
during the world premiere of the “Chhota Bheem Aur
Krishna” movie with an ace rating of 1.6 TVR. Aired on
the occasion of Krishna Janamashtami, the unparalleled
perform-ance made POGO, Indian kids’ favourite channel,
the number one national channel beating all other TV
genres.
Cartoon Network has offered kids a window to India’s
vast and rich story telling heritage, with its showcase
of mythological and legendary series, in the format kids
enjoy the most-animation.
We present these epic tales to our young generation in
an entertaining format while retaining their original
message. Not only kids, Indian animation content is a
favourite amongst all-age groups and with them we offer
healthy family entertainment to our Indian viewers based
on age-old stories we all have grown up with.
CQ : Please elaborate on the
age wise viewership of your
channel?
Monica : Although, Cartoon Network and POGO
are targeted at 4-14 years of age group, I am delighted
to share that they enjoy popularity across age groups.
Notably more than 40% of our viewer ship comes from
adults showcasing the channels appeal across age groups.
CQ : The most popular animated
series?
Monica : Tom & Jerry continues to be the ever
popular classic tales enjoyed by all age groups. It is a
constant ratings puller making Cartoon Network the # 1
National channel with a 7.1% share and an average TVR of
1.0+ Further, since the launch of Cartoon Network’s
biggest global property - Ben 10 Alien Force Cartoon
Network has been the # 1 National Channel with a 6.1%
channel share and an average TVR.
POGO’s Chhota Bheem has won over millions of viewers
with his fun-loving nature and adventurous spirit. Its
recent ratings success (1.6 TVR) for the premiere of
Chhota Bheem Aur Krishna is a testament to our homegrown
hero’s appeal to viewers of all ages.
CQ : Your market share in the
animated segment?
Monica : On an annual basis Turner’s Cartoon
Network & POGO are No.1 & No.2 leaders of kids’
television in India since they launched. In 2008, the
two networks enjoyed a combined 45% channel shares and
in 2009 ( January 1- August 22) clocked a strong 46%
combined channel shares (CN is clear # 1 with 24%
relative shares and Pogo is clear # 2 with 22% relative
shares) (All India, All markets, 4-14 across All SEC).
CQ : Cost is an important
factor. Your view on the comparison between Indian
animation and other Asian countries like Malaysia, Korea
or China?
Monica : India is a great talent source and
has a combination of creative and technical expertise
ensuring Indian anima-tion is at par with its global
counterparts and scores high in terms of being
economical Indian studios.
India has mastered the business and creative model when
it comes to service work globally, and so many studios
today are creating world class products from India
India has yet to master a business model for homegrown
IPs as we see it happening successfully with very few
studios in India and there cost management will be key
and creative talent will be tested. We have been working
with various studios (DQ Entertainment, Toonz Animation,
Green Gold, Cornershop) as well as publishing partners (ACK
MEDIA) in trying to master this model to ensure that
both the costs and creative vision is managed.
CQ : Does India lack in trained
man-power? If yes
what steps should be undertaken?
Monica : There is certainly no lack of
trained manpower rather India’s talent pool has a
creative edge and the quality has improved considerably
over the last couple of years. Indian animation industry
is recog-nized on the global landscape and is at par
with other markets in APAC.
Many studios as well as schools and institutions are
doing a great job technically to ensure that Indian
animators are trained to global standards. In our
experience of developing new projects with various
studios in India, we see great value in working with
well trained animators and creative professionals in
Indian studios
An example that reinstates the potential of India is our
network’s Pan-Asian original content development
initiative - SNAPTOONS (Short New Asia Pacific
Cartoons). We were extremely impressed and encouraged by
the response and the quality of India entries SNAPTOONS
received for the first leg. We are also delighted to see
India as an excellent talent reservoir has emerged as a
strong hub for animation.
CQ : The future of Animation
Industry?
Monica : India has been recognized as one of
the animation hubs on the global landscape with demand
for India’s production services growing at a fast pace.
The local animation studios have begun to develop
break-through Indian animation delighting viewers not
only in India but in international markets too. We hope
that India continues to rank high on its skill pool and
developing acclaimed Indian animation.
As per NASSCOM estimates, the size of the Indian
animation market, from the developers’ perspective, was
estimated as $28 million in 2005! The Indian animation
industry stands at US$460 million and has further
prospects of touching a mark of US$ 1.16 billion by
2012, with a compounded annual growth rate of 27%.
There is huge growth potential and a wealth of
fabulously talented people within the industry just
waiting to be tapped for that right idea. Having worked
very closely with many of the production houses and well
known Indian animators, I am aware of the wealth/
reservoir of talent that exists in India, and of the
immense potential that the animation genre holds.
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