MEDIA PLANNING FOR KIDS

CHANNEL

BY:
Group- 8
1
 Brief Outline
• Understanding of the Kids TV
genre.
• Understanding competition
• Understanding the Trend.
• Media planning in 4 metros.
• Media selection.
• Media expenditure.

2
 Marketing Objective
 “Increase the viewership of the kids

genre for the SEC B and C 8 – 12 yrs

from the current 14% to 40 % in 2

quarters, thus making it the top

channel in the kids space ”

3
 Marketing Strategy

• Through interesting and innovative

merchandising and by also
implementing programs that has
worked well with other kids genres.


• By tying up with schools.



• By innovative OOH promotion

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 Creative Communication
• It will show the glimpse of the
program on the channel.
• It will show the value added services
like , game, wallpaper download
etc.
• It will promote the website of the
channel.
• It will promote Quizzes & contests.

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6
 Media Objective
“ To increase the viewership by


enhancing brand awareness and

brand recall”

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 Media Strategy
Media Channel Selection:
The following media would be used to

achieve the media objective:



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Customer Touch points

TV/Cricket/Sports
Amusement parks

School

Gaming zones

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 Media Plan
• Kids channel is one of the most
happening sector in Indian media
industry.


• There are already strong hold of many

established player, still a large
market is still virgin.


• In India there are already 7 players and

our channel is going to be the 8th one.


10
 Major Players in the kids
genre


vCartoon Network
vPOGO
vDisney
vJETIX
vNick
vHungama
vSpacetoon Kids TV


11
Market Share of various
players

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 Challenges in Viewership
• Busy schedule of kids, leads to less
time to spent in TV.
• Presence of too many channels.
• DTH-Choice of channels.
• Time spent in Other entertainment
option like Play station.
• Typical mindset of parents with TV.

13
Channels of promotion

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 OOH
• Setting up Hoardings in Water parks.


• Displaying Stickers in seat back of School buses.



• Setting up Hoardings in front of School.

• Tying up with McDonalds.


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 Cost structure for 3 month
 Setting up Hoardings in Water
parks.


 2 water parks * 4 metros = 8

water parks
 5’X7’ hoarding , 2 hoardings per
water park
 Mumbai- 9 lakhs
 Delhi, Chennai, Kolkata- 18 Lakhs
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 Cont…
 Displaying Stickers in seat back of
School Buses.


 Sticker price 10 cmX20 cm

(colored)-Rs 3
 Number of schools- 30 X 4
 2 Buses per school with 60
seats each
 Cost- Rs. 60, 000
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 Contd…
• Setting up Hoardings in front of
School.
 Total Number of schools- 30X4
 No. of hoardings- 1 per school
 Size of hoardings- 5’X7.5’
 Cost per hoarding- Rs.50000
 Total Cost- Rs. 6000000


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 Contd…
• Tying up with McDonalds-
Placing standees at the
entrance of each outlet
(for one month)
 Outlets covered in
Mumbai-20
 Outlets covered in
Delhi -10
 Cost per outlet
- Rs. 50000
 Total cost
- Rs.1500000
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
 Contd…
• Tying up with Game zones- Placing
standees at the entrance of each
outlet (for one month)
 Outlets covered in Mumbai-10
 Outlets covered in Delhi -10
 Cost per outlet - Rs.
3400
 Total cost - Rs.
68000
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
 Contd…
• Conducting Road shows(15 days per
city)
 Cost per city - Rs.50000
 Total Cost - Rs.200000

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 Print Media
• Newspaper inserts
 Cost per insert- Rs.2.50
 No. of inserts- 8 lakhs
 Total Cost- Rs. 20 lakhs


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 Online Media
• Advertisements on miniclip.com,
zapak.com
 Banner ads
 Cost per month-Rs.500000
M e rch a n d ise
T-sh irts
B o o k la b e ls
Tiffin B ox , Pe n cilB ox
S ch o o lb a g s
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TV Media

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Channel Name Program Name Cost (Rs.)

S u n d a y H o u se fu l
M a za M a sti
Set Max 924000
M a za M a sti

P e rilo u s Jo u rn e y
M o st A m a zin g
NGC 186000
M o m e n ts

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Channel Name Program Name Cost (Rs.)

D isco ve ry K id s
M a n V s w ild
D isco ve ry 954000

W W E
Ten 2538000
S p o rts

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Channel Name Program Name Cost (Rs.)

Sa R a G a m a
M a m ta M o n
Zee TV 720000
Little C h a m p s

D o u b le M a za a
D opahar
Zee Cinema 299100
D opahar

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Channel Name Program Name Cost (Rs.)

O go B adhu
S u n d a ri
S ta r Ja lsa B o u ka th a ka o 444000
S u p e r S ta r

A ru lT h a ru m
A la ya n g a l
Ja ya T V V a a zth u ka l 660000

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Channel Name Program Name Cost (Rs.)

K a kh o n o M e g h
K o kh o n o B rish ti
E Tv N a ch b e R a d h a 480000
B a n g la S h o lo A n a

D a n ce In d ia D a n ce
S a s B h iK a b h iB a h u
S ta r P lu s 660000
Thi
K a h a n iG h a r g h a r ki

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Channel Name Program Name Cost (Rs.)

A g n ip a riksh a
K hana
Z e e B a n g la 427500
E ra o S h a tru

A a iB rish tiJh e p e
P ra b a h in iE so m o y
A ka sh 318000
La ksh iC h a n a S u n
B a n g la
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Channel Name Program Name Cost (Rs.)

P ira n d h a N a a l
V a a zth u ka l
R a jT V 720000

B o o g ie W o o g ie
Sony TV 966000

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THANK YOU

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