Cartoon Network and Pogo bet big on improving local content


With 20% growth in the children’s entertainment category, Warner Media-owned children’s channels Cartoon Network and Pogo are heavily focused on improving local content.

In an interaction with the Hindu Activity area, Abhishek Dutta, Cartoon Network and Pogo Network Manager, South Asia at Warner Media, said: “At Warner Media, we realized early enough that local and local content would likely be the next big trend for children’s television in the world. our country. Kids these days not only want fun and engaging content, but also things they can relate to.

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Cartoon Network and Pogo have combined the fastest pace of local content incubation and launches, according to Dutta, with six launches slated for amid the pandemic.

New launch

The Network is launching its fifth new local show, its first local CGI sci-fi superhero series, “Ekans – Ek Se Badhkar Snake”, airing June 27, 2021.

Ekans is the fifth show of six scheduled to launch before the end of the pandemic. Additionally, Cartoon Network and Pogo are not just focusing on ramping up the pace of launches, but rather are expanding libraries widely for their recent launches. The TV show Titoo, which launched on Pogo last summer, is being renewed for 52 additional episodes. The re-launch of Warner Ekans on Cartoon Network, which has 13 new episodes slated for the first season, has already been signed for 52 additional half-hour episodes and 6 TV movies. “Ekans has all the ingredients to be accessible and engaging for children, which is why we are convinced of its success,” said Dutta

Clicking strategy

Dutta believes their strategy of focusing heavily on local content is paying off. “Of the top 20 shows in the Kids category, 15 are local. In the top 10, 7 shows are local, Titoo indeed had the biggest launch of its category for the summer. Dabangg launched earlier this summer has also been a resounding success.

Overall, in the midst of the pandemic, Dutta remains optimistic about the growth of the children’s television genre in general and of Cartoon Network and Pogo as well. “Covid-19 last year saw 20% growth in the children’s category, with the final months of 2020 seeing 6-7% growth,” Dutta said. “One advantage of children’s television is the general preference for animation, which means that we were able to introduce new content while other genres relied on reruns due to logistical stoppages in production. because of social distancing and lockdowns, ”Dutta added. Dutta said children’s content needs to focus on animation, “OTT and linear television in the children’s category are developing at a similar rate, with linear television still being the number one preference for children. However, children prefer animated content regardless of the medium.

After the first lockdown, they are also seeing continued growth in unconventional time slots such as mornings and afternoons, even with the resumption of online classes as children no longer have to go to school. . Warner-owned channels Cartoon Network and Pogo also plan to launch in five additional languages ​​in the coming years, in addition to Hindi, Tamil and Telugu. Although the exact timeline and developing languages ​​are still a secret.

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