A marketing plan for launching a new kid's channel

1. Anvita Argade
Ketki Borgaonkar
Shruti Dube
Sneha Gujar
Vijaya Dhobale
Abhishek Munian

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: Ibef.org

3. FICCI-KPMG Report 2014

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

6. A channel that both children and parents can enjoy
together

7. • 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

10. 8am to 9 am
9am to 9.30
9.30am to
10am

11. 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

12. 1 to 1.30 pm
1.30 to 3pm

13. 4 to 5 pm
3 pm to 3.30
pm
3.30 to 4pm

17. • Launch of channel: 20th April 2015
• Campaign Duration:- End March and April

18. Television
Commercials
Events OOH Social Media Digital

19. • 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

20. • 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

21. • 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

22. 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

23. 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