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Viacom 18 has tried to change the way we perceive kids entertainment by diversifying the channels for kids according to age groups.
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Kids’ entertainment in India Entertainment for kids has come a long way over the last few years. The entire industry revolving around kid’s entertainment has come of age, and is spread across a large number of platforms. The media networks are transforming popular kids’ shows into merchandise. You can find the same show in multiple formats on TV including animation. There are spin offs and sequels to the popular shows as well. Let us take the example of Doraemon. You can find a regularly aired animated show, weekly feature films and crossovers with other shows on multiple channels. You can also a variety of merchandise such as toys, stationeries, bags and apparels inspired by the character of Doraemon. This proves up to what extent kid’s entertainment can spread. Viacom 18 can be considered the leader in this regard. The best thing Viacom 18 has done is investing in the creation of characters for kids’ shows that are inspired from Indian culture and folklores. In a market dominated by American and Japanese anime, Viacom 18 brought Indian characters such as Chhota Bheem, Hanuman, Krishna and Motu Patlu on screen. All these characters help Indian kids learn about their culture and religion in a way that’s more entertaining yet educational for them. Viacom 18 has tried to change the way we perceive kids entertainmentby diversifying the channels for kids according to age groups.Today, there are a number of channels under the umbrella of the internationally acclaimed Nickelodeon. For toddlers and infants, Nick Jr is the channel as it shows programmes that might not appeal to older kids unlike the flagship channel Nickelodeon, which has a mass appeal. In order to attract the teenagers, Viacom 18 launched Nickelodeon Sonic. The shows aired on this channel capture the mindset of these older kids and have become quite popular. Viacom 18 is trying to produce more such shows for Indian teenagers, but with Indian characters as the protagonist. The most amazing thing is that Viacom 18 has not contained themselves only within these channels. They have recently launched the Nickelodeon Kids’ Choice Awards, which awards the brilliant works done in television and cinema for kids. The best thing about this awards show is that it is highly interactive. The nominations as well as winners are judged by young viewers through online voting.
