Understating Kids’ TV entertainment space

• Rationale
  • Establishing a second line Kids’ channel for a leading entertainment network

• As in the GEC space, successful programmes were being driven by either

  • Empathy factor(Eg. Nobita in Doraemon)
  • Hero archetype(Eg. Bheem in Chota Bheem)
  • Comedy (Eg. Motu Patlu)
    • None of these needs were being met by the channel which the client wanted to establish as the second rung channel in the Kids’ cluster

• Client application of the research

  • Introduced a Hero archetype series on the second rung channel which seems to have clicked well so far