TV for children: Viacom18 banks on local content

Having seen 20% revenue growth in 2016, their kids' cluster sharpens focus on home-grown characters

To maintain leadership position in the children genre, Viacom18 Broadcast’s kids cluster has announced a slew of initiatives to be executed in the current year. 

Significant among these is the launch of its fourth home-grown show featuring two new characters in the form of Gattu-Battu. To sustain its 20 per cent top line growth and consolidate the network’s position in the kids’ genre further, the kids’ cluster is banking on local content. It is taking the characters beyond television so that the audience can touch, feel and interact with them.

The cluster, which has a mixture of foreign content (Dora The Explorer,