We are looking at 400% revenue growth this year: Vikram Tanna, Discovery Kids
Discovery Kids launched its first home production Little Singham last month. The local show not only got the channel positive ratings but also helped it get more advertisers
Discovery Kids, Discovery Communications India’s kids channel, launched its first home production IP Little Singham on April 21. The launch of the local show not only got the channel positive ratings but also helped it get more advertisers. Riding high on the success of the show, the channel is now aiming 400% revenue growth this year.
The show was launched with six founding sponsors-- Dabur Red Paste, Dettol, Britannia Cakes, B Natural, Flipkart, Heinz Glucon D-- and the interest among advertisers is only growing.
Talking about Little Singham, Vikram Tanna, Head of Advertising Sales & Business, Head of Regional Clusters, South Asia, at Discovery Networks Asia-Pacific, said, “Even before the launch, we saw huge participation from sponsors. We had six founding partners on the day of the launch. That really set the tone.”
“I think the way forward is that we are very comfortably set for a 400% revenue growth this year on Discovery Kids. The revenue is coming from multiple things. We have a very strong IP which is translating into ratings. It gives us a great opportunity to work on the reach and perception of the channel and take the pricing up very quickly. We set the IP at the right time; a time which is the festive season for kids,” he explained.
Little Singham’s success has helped the channel get more advertisers; categories that were not there earlier. Brands such as Kidzania, Honda Motorcycle & Scooters Pvt LTD, Toyota Kirloskar Pvt Ltd, BRIL Ryder, Godrej & Boyce, SBI Life Insurance, Capital Foods, Global Consumer Products, Navneet Education Ltd, Sanofi India Ltd, Park Avenue and Page Industries have shown interest.
“We have been able to attract new categories which were not active on Discovery Kids earlier. We have got a new list of clients. Our sponsorship model is pretty much sold out right now on Little Singham. With a blockbuster IP like Little Singham, the revenue opportunity is multi-fold. There are avenues from monetization initiatives also such as Singham Merchandising, school contact programmes and gaming arena,” shared Tanna.
After the success of Little Singham, the channel has revised its ad rates, increasing it four times.
“The channel is giving healthy ratings so the rates have gone up four times. It is higher for Little Singham. For certain time bands, it has increased 10 times,” said Tanna.
With Little Singham, Discovery Kids has achieved 586% growth in ratings in Week 17 and is stabilizing now at 51 GRPs. It registered a growth of 356% in Week 20 as compared to Week 1 of the year. The channel's ranking jumped from Number 10 in Week 1 to Number 3 in Week 17 and is now stabilizing at Rank 5. It was the first time that the channel was ranked 3 since its launch in 2012. (Souer: BARC Ratings, 2-14, All India Urban).
“Primarily, there is a lot of content affinity from the brands, unlike any other kids broadcast platform right now. We are the clear differentiator. The content affinity is getting lot of brands interested at this stage. The real success of content and brand affinity comes from there,” asserted Tanna.
He further explained, “Historically, we were syndicating. But for the first time, we started our own IP and we are seeing the number racing ahead. This is the first time ever that a bollywood-influenced IP has received such a popularity. Singham franchise is very big in India. Another thing which is important and beyond bollywood is the association of show; we actually have the men and women count. I believe the right tone for the brand participation is set when they see the right sets of values.”
“It is important to see what kids or parents want from the viewership perspective. But it is also very important to see what brands want? Lot of people are talking about brand safety and we read a lot about it in the digital space. Brands do not want to be associated with anything that does not have the right content. It's true when it comes to kids broadcasting platforms.”
Discovery Kids launched Little Singham in collaboration with Rohit Shetty Picturez and Reliance Animation. The show is inspired by Singham, one of India’s most popular supercop brand and a bollywood blockbusters. Little Singham aims to become India’s favourite animation character, targeting children in the age group of 5-11. The show was launched with 156 episodes and five tele features. The animation series is being aired in three languages-- Hindi, Tamil and Telugu.
The show was launched with six founding sponsors-- Dabur Red Paste, Dettol, Britannia Cakes, B Natural, Flipkart, Heinz Glucon D-- and the interest among advertisers is only growing.
Talking about Little Singham, Vikram Tanna, Head of Advertising Sales & Business, Head of Regional Clusters, South Asia, at Discovery Networks Asia-Pacific, said, “Even before the launch, we saw huge participation from sponsors. We had six founding partners on the day of the launch. That really set the tone.”
“I think the way forward is that we are very comfortably set for a 400% revenue growth this year on Discovery Kids. The revenue is coming from multiple things. We have a very strong IP which is translating into ratings. It gives us a great opportunity to work on the reach and perception of the channel and take the pricing up very quickly. We set the IP at the right time; a time which is the festive season for kids,” he explained.
Little Singham’s success has helped the channel get more advertisers; categories that were not there earlier. Brands such as Kidzania, Honda Motorcycle & Scooters Pvt LTD, Toyota Kirloskar Pvt Ltd, BRIL Ryder, Godrej & Boyce, SBI Life Insurance, Capital Foods, Global Consumer Products, Navneet Education Ltd, Sanofi India Ltd, Park Avenue and Page Industries have shown interest.
“We have been able to attract new categories which were not active on Discovery Kids earlier. We have got a new list of clients. Our sponsorship model is pretty much sold out right now on Little Singham. With a blockbuster IP like Little Singham, the revenue opportunity is multi-fold. There are avenues from monetization initiatives also such as Singham Merchandising, school contact programmes and gaming arena,” shared Tanna.
After the success of Little Singham, the channel has revised its ad rates, increasing it four times.
“The channel is giving healthy ratings so the rates have gone up four times. It is higher for Little Singham. For certain time bands, it has increased 10 times,” said Tanna.
With Little Singham, Discovery Kids has achieved 586% growth in ratings in Week 17 and is stabilizing now at 51 GRPs. It registered a growth of 356% in Week 20 as compared to Week 1 of the year. The channel's ranking jumped from Number 10 in Week 1 to Number 3 in Week 17 and is now stabilizing at Rank 5. It was the first time that the channel was ranked 3 since its launch in 2012. (Souer: BARC Ratings, 2-14, All India Urban).
“Primarily, there is a lot of content affinity from the brands, unlike any other kids broadcast platform right now. We are the clear differentiator. The content affinity is getting lot of brands interested at this stage. The real success of content and brand affinity comes from there,” asserted Tanna.
He further explained, “Historically, we were syndicating. But for the first time, we started our own IP and we are seeing the number racing ahead. This is the first time ever that a bollywood-influenced IP has received such a popularity. Singham franchise is very big in India. Another thing which is important and beyond bollywood is the association of show; we actually have the men and women count. I believe the right tone for the brand participation is set when they see the right sets of values.”
“It is important to see what kids or parents want from the viewership perspective. But it is also very important to see what brands want? Lot of people are talking about brand safety and we read a lot about it in the digital space. Brands do not want to be associated with anything that does not have the right content. It's true when it comes to kids broadcasting platforms.”
Discovery Kids launched Little Singham in collaboration with Rohit Shetty Picturez and Reliance Animation. The show is inspired by Singham, one of India’s most popular supercop brand and a bollywood blockbusters. Little Singham aims to become India’s favourite animation character, targeting children in the age group of 5-11. The show was launched with 156 episodes and five tele features. The animation series is being aired in three languages-- Hindi, Tamil and Telugu.
