Toon into India

Nina Jaipuria,GM of Nick India,says that there was always a hunt for good local content,but until now it had been lacking. The channel recently started showing Little Krishna,which has been well-received by viewers and critics alike. “We have strict requirements for the content we broadcast. It should have a compelling narrative,the protagonists have to be endearing and the quality has to be world class,”says Jaipuria. So far Little Krishna is Nick’s only such offering,although the channel plans to acquire more. Other channels offer wider options. Disney and Hungama both air many original,local shows. Cartoon Network too offers a platform to Indian creators and has recently acquired shows like Krishna and Balram and Tenali Rama,while Pogo is currently airing its first Indian animation series Chhota Bheem.

But this fight for the domestic viewership is not limited to full length shows. Devika Prabhu,associate director of programming,Walt Disney television International India,informs that even TV promotions need a local flavour. “We believe in connecting with the youth by capitalizing on popular cultural references. This summer,we had a campaign called Oye Summer Summer Oye,with a clear reference to the film Oye Lucky Lucky Oye. We have another promotional campaign called Dhan Ta Nan lined up.”

But,she clarifies; appealing to Indian kids does not mean relying only on Indian shows. “One of our most popular serials is Hannah Montana,which is American. Even kids in India identify with her because it deals with universal problems that teens everywhere have. In fact,when we ran the Raksha Bandhan special,Hannah Montana was part of it,because the bond that she and her brother share is something people everywhere will understand. Besides,kids don’t really care if Tom & Jerry is American or Shin Chan is Japanese,as long as they’re having fun,” she adds

Monica Tata,Vice President and Deputy General Manager,Turner International India,seconds the opinion. “Kids love variety from the best of international content such as Ben 10 to home grown characters. While we believe that Indian creators have some great stories to tell that rate exceptionally well,we also sincerely feel that kids need variety,” she says.

Another problem that plagues programmes for kids in India,Jaipuria feels,is that most are based on mythology and folklore. “While mythology does have some fantastic stories,we shouldn’t confine ourselves to that. Kids also need shows with contemporary stories with which they can identify.” Disney and Hungama,in fact,seem to recognise this fact as evidenced by many of their shows such as Dhoom Machao Dhoom. Vicky aur Vetaal,in fact,nicely contemporises the ancient tale of Vikram and Betaal,by setting the story in modern times with a school kid as the protagonist. As Prabhu points out,“The prime ingredient is a great story — mythology or not. So it could be about a modern child or about an ancient prince. As long as kids find it compelling and relevant,it’s bound to work.”

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