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Launching a new kids channel

A marketing plan for launching a new kid's channel

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Launching a new kids channel

  1. 1. Anvita Argade Ketki Borgaonkar Shruti Dube Sneha Gujar Vijaya Dhobale Abhishek Munian
  2. 2. • The market size of the Indian entertainment industry is anticipated to grow at a compound annual growth rate (CAGR) of 14.2 per cent in the period 2013-18 and reach US$ 29 billion by 2018. • The entertainment industry is dominated by the television segment with 45 per cent of the market share, which is expected to reach 50 per cent by 2018 • It also has one of the largest broadcasting industries in the world with approximately 800 satellite television channels • The total subscriber base for the Indian television industry is expected to increase to 173 million by 2016 from 95 million in 2009. • The Government of India has supported this sector's growth by taking various initiatives such as digitising the cable distribution sector to attract greater institutional funding, increasing foreign direct investment (FDI) limit from 74 per cent to 100 per cent in cable and DTH satellite platforms Source:
  3. 3. FICCI-KPMG Report 2014
  4. 4. • The children’s entertainment genre has evolved in the last few years since when Cartoon Network was the only channel for children in India. • The largest viewership segment after India’s general entertainment channel (GEC) sector is Kid’s channel. • Cartoon-Animation-Children Programs (kids) channel genre enjoys 6.4 per cent of total audience viewership. • Currently, there are 16 national channels in the kids‘ genre. • Three out of every five parents watch television with their kids; morevover, cartoons are their most preferred genre after serials Source: exchange4media
  5. 5. A channel that both children and parents can enjoy together
  6. 6. • Age:4 to 14 years and 25 to 32 years • Gender: Male & Female Demographics • Metros Tier 1 Tier 2 Geographic • 4 to 14 years: Children who watch tv with their parents and love to watch animated cartoons • 25 to 32 years: Young adults who loves 90’s cartoon show, who miss watching these cartoon shows and who want their children to watch it and adore it the same way Psychographics
  7. 7. 8am to 9 am 9am to 9.30 9.30am to 10am
  8. 8. Dino Knows A fun interactive word show where kids learn new words in English from Dino the friendly dinosaur during his fun adventures 10am to 11 am 11 am to 12 pm 12 pm to 1 am
  9. 9. 1 to 1.30 pm 1.30 to 3pm
  10. 10. 4 to 5 pm 3 pm to 3.30 pm 3.30 to 4pm
  11. 11. • Launch of channel: 20th April 2015 • Campaign Duration:- End March and April
  12. 12. Television Commercials Events OOH Social Media Digital
  13. 13. • A TVC will run on only Cartoon Network Channel 10 days prior to the launch. • It will show a compilation of all the famous lines by characters – Eg: Scooby Dooby Dooooo – Flinstones- yaabaa daaba doo – Popoye’s whistle – Tweety- “I think I saw a pussy cat” • Starting with a voice over “Guess who is back?” and ending with “Bring back the Love only on CN90” Television Commercials
  14. 14. • A meet and greet with Tom & Jerry, Tweety and Scooby Doo • This will happen in one mall per city on 29th March, Sunday(Mumbai, Delhi, Bangalore) • Children will be introduced to these characters through an act • Parents will be asked to come on stage and share their love for 90’s cartoon shows • Families can click pictures with the characters at the photobooth Events
  15. 15. • Creating a facebook page for CN90 • Nature of posts: – Upcoming Shows/Timings – Fun facts about different characters – Links to virtual games – New coming soon shows – Contests: • Share your favorite 90’s character and why #CN90Love and win merchandise Social Media
  16. 16. Digital • Using current CN India website, a new tab for CN90 would be created just for games • Children love to play games on computer, why not give them what they want with a 90’s touch to it? • Game idea 1- SWAT KATS – A high flying adventure to defend Megakat City from criminal masterminds and monsters • Game idea 2- POPEYE – Saving Olive from Bluto and eating spinach whenever you see it to regain power
  17. 17. TV Spots Cot per 10 sec Cartoon Network Mon- Fri (11 am to 12) 15 spots 25,000 11,00,000 (22th march to 31st) HOARDINGS City SIZE SPOTS RATE Delhi 40/40 feet, 20/10 feet 24 28,00,000 Mumbai 40/40 feet, 20/10 feet 24 28,00,000 Bangalore 20/10 feet 10 5,00,000 70,00,000 ON-GROUND PROMOTIONS 1,00,00,000 DIGITAL PROMOTIONS Interactive Games 50,000 per game 1,00,000 2 games GRAND TOTAL 1,82,00,000