MUMBAI: For the first time since the roll-out BARC ratings, Discovery Kids has entered the top-five rankings in week 17 of the audience-measurement company’s weekly data. The Discovery Communications India channel climbed to second position for the week banking on the viewership of its new show Little Singham. The animated series, based on Bollywood movie Singham, premiered on 21 April this year.
Discovery Kids moved past Hungama, Disney Channel and Cartoon Network in the process. Pogo, which broadcasts Chhota Bheem, exited the top five.
Targeted at children in the age group of 5-11 years, Little Singham will comprise 156 episodes and five tele features. It will be aired in three languages Hindi, Tamil and Telugu.
In a statement, the broadcaster said that the TV ratings soared by 91 per cent garnering 88,952 GTVTs in week 17 as per BARC data (age group 2-14, India urban + rural), over week 16 data of 46,559 GTVTs taking the channel to its historic high second position in the kids genre.
Discovery Communications India SVP & GM–South Asia Karan Bajaj said, “We did things differently; focused all our energies on a single IP and launched it at an unprecedented scale. We were clear from the beginning that to take Discovery Kids from 9th position (in the 12 channel kids genre), to the top of the league, we will have to follow a bold approach and be ready to take a contrarian view on all aspects of the product–be it programming, distribution or marketing.”
The channel said that the launch of Little Singham further accelerated its meteoric rise from 9th position in week 7 to number 2 position in week 17.
The ground-up Super Hero Indian IP, Little Singham, launched in collaboration with Rohit Shetty Picturez and Reliance Animation, helped the channel increase its reach to 24 million, which is a historic high for the channel. Significantly, the channel also claimed that it garnered second highest time spend of 111 minutes per viewer in the kids genre in Week 17 as per latest BARC data.
Little Singham has six sponsors on board, including Dabur Red Paste, Britannia Cakes, Dettol, Flipkart, Heinz – Glucon D and B Natural.
Discovery Kids head Uttam Pal Singh added, “The traction that Little Singham has been able to generate is a proof that the concept of ‘India’s Youngest Supercop’ inspired by India’s biggest supercop brand–Singham is reverberating with kids across the country. At heart lies our understanding and research on our consumer–kids.”
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