“There’s remarkable increase in kids broadcasting”

From digitisation, introduction of ad free models and subscription-based channels to the launch of new channels pertaining to the niche genre or otherwise – television today has come a long way. Broadcasters today are focusing on bringing something new to the table in terms of content, programming, concepts and, last but not the least, marketing to attract the viewers as also to differentiate and create a unique positioning for themselves.

According to Aparna Bhosle, Programming Head, ZeeQ, technology is central to the consumption of content, which are becoming and will continue to become increasingly multi-platform, allowing greater opportunities to people to watch their favorite show at any time, in any place and on any device.

In conversation with exchange4media, Bhosle, talks about the content strategy of ZeeQ, evolution of the kids’ genre in India and various marketing initiatives that the channel has undertaken to reach across markets.

Could you share the global outlook on the current status/growth of the kids’ genre worldwide? How has this genre evolved on Indian television?
As we enter an age in which children interact with an ever-increasing number of electronic media, it is nonetheless television that remains dominant in children’s lives. Around the world, there has been a remarkable increase in children’s broadcasting; channels devoted to children’s television are being created, and existing channels are giving increasing priority to their programs for children. With rapid changes in society, programmes are being developed in various ways to support the growth of children. There are greater opportunities for children worldwide to see these programs. At the same time, the effect of television and other media on children is a topic of serious debate and concern all over the globe.

The explosion in digital equipment has proved a catalyst for the renewed dynamism in international broadcasting markets. No sector has been more deeply affected by these changes than kids’ TV. While children today, more than ever, can’t get enough of the small screen, the way they watch content is changing fast.

Technology is central to the consumption of content, which are becoming and will continue to become increasingly multi-platform. TV, Internet and mobile phone should together allow greater opportunities to watch your favorite show at any time, in any place and on any device. All of the above is true for India at this point in time as well. 

Could you elaborate on the content strategy for the channel? What are some of the new shows that would be launched in 2013?
ZeeQ is India’s first edutainment channel and this positioning involves doing the job with a lot of responsibility. The channel is committed to helping all children achieve their full potential, and succeed in school and in life. In a comprehensive approach to understanding a child’s world, ZeeQ finds new ways to engage him/her throughout the day fulfilling their natural curiosity, imagination and love of learning. ZeeQ supports this quality of learning and assists children in learning with understanding, constructing new knowledge from existing knowledge and truly enjoying the process of imbibing syllabus based or life-skills based information.

Keeping all the above in mind, we have some award winning edutainment shows from all around the world as part of our existing line up such as ‘Sid the Science Kid’, which encourages children to think, talk and work the way scientists do by building on their natural curiosity about the world, ‘CyberChase’, which fosters enthusiasm for math in the critical years when too many children decide they do not like or are not good at the subject, and ‘Fizzy’s Lunch Lab’, which promotes basic nutrition and proper portion-size and the value of family meal-time interactions.

Besides acquired shows, we currently have four locally produced shows as well, which are designed keeping the ICSE and CBSE national syllabus in mind, such as ‘Teenovation’, which encourages scientific enquiry, ‘Word Match’, a game show based on the nuances of the English language, ‘MI Four’, the inter school Multi Intelligence Quiz show, and ‘Science with Brain Café’, which simplifies the understanding of scientific concepts through fun experiments.

In 2013, we will be launching a host of animation and locally produced live action shows. In the next two months, we have two locally produced shows – ‘The Weekly Wrap’, a news and current affairs show, and ‘DIY’, a show introducing mechanical and engineering concepts to kids between the ages of eight and 14 years through working models created entirely out of household items. On the animation front, very soon ‘Patch Pillows’, ‘Hippothesis’, ‘The Happets’ and ‘Saari’ will be on air. We have a bevy of new launches slated even after these for the summer holidays.

What are the marketing initiatives that the channel has undertaken to create a buzz about its content? What are the media platforms that the channel focuses on while designing the marketing campaign?
Besides many digital cable head ends, ZeeQ is currently available on Dish TV and Videocon. More DTH platforms, will be added very soon.

Post the channel launch in November 2012, we focused more on platform marketing with the individual DTH operators that are carrying us. To ensure maximum sampling, ZeeQ is free of subscription till March 31, 2013 and we are conducting various marketing activities to increase awareness, including a big burst of advertising on other channels. We are in constant contact through interactive activities, with the students and parents of children in our 1,000-plus Zee schools all over the country.

Besides this, we also have a weekly slot on Zee TV, which features a ZeeQ show every Sunday at 10.30AM. This is an ongoing exercise and we will change the show every four weeks. We are currently running ‘Teenovation’, which is one of our popular shows.

What are your views on Indian content Vs international content? Could you give your perspective on what type of content works for India?
Aside from technological development and a growing channel offering, content remains the most important driver of success.

TV trends show viewers’ preferences for local and homegrown productions. Owing to cultural differences, the concept of a ‘universal’ live action programme does not exist. Animation, however, can be seen as the exception to the rule. Cartoon representations are naturally less culturally specific than ‘real people’ and voices can be dubbed in local languages and even accents without disturbing the viewing experience.

My view is that both work very well. However, I think that the international content needs to be animation and the live action needs to be locally produced. The trick is in figuring out the right mix for your channel keeping in mind the competition and your budget.