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Discovery Kids climbs to 2nd position in kids genre, thanks to Little Singham

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The TV ratings of Discovery Kids climbed 91% garnering 88,952 GTVTs in week 17, according to BARC data. The ratings have been based on the age group 2-14 in India comprising of both urban and rural population.

Over week 16, data of 46,559 GTVTs taking the channel to its historic high second position in the kids’ genre, all thanks to the recently launched Little Singham. The launch of Little Singham further enhanced the sudden rise of Discovery Kids helping it achieve 2nd position in week 17 from the 9th position in Week 7 of 2018.

Reliance Animation (a Reliance Entertainment company), Discovery Kids and Rohit Shetty Picturez have join hands to launch a new animation series. The new kids’ show on the block is based on the brand value created by Singham franchise, starring Ajay Devgan.

“The style quotient and the contemporary character appeal supported by the established brand name makes ‘Little Singham’ a different character and a brand in itself,” Tejonidhi Bhandare, COO, Reliance Animation, said exclusively to the Licensing Corner. READ THE FULL INTERVIEW HERE.

Over the last 2 months, the TV ratings of Discovery Kids have grown by 506%, reach has grown by 65% while TSV has grown by 268%.

The ground-up Super Hero Indian IP Little Singham accelerated the channel increase its reach to 24 million. Significantly, the channel also garnered the 2nd highest time spend of 111 minutes per viewer in the kids’ genre in Week 17, according to the latest BARC data.

BARC (Broadcast Audience Research Council) India is an industry body set up to design, commission, supervise and own an accurate, reliable and timely television audience measurement system for India.

“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. These results don’t satiate our thrust, as we remain committed to the cause of garnering the top slot in the kids’ genre in India,” Uttam Pal Singh, Head of Discovery Kids was quoted as saying from the Exchange4media.com.

Inspired by ‘Singham’, Little Singham, aims to become India’s favorite animation character, targeting children in the age-group of 5-11 years. Dabur Red Paste has come onboard as the title sponsor of the show. The digital rights of the show have been sold to Netflix.

Singham was a 2011 Indian action film directed by Rohit Shetty, starring Ajay Devgan in the title role alongside Kajal Aggarwal and Prakash Raj as the antagonist. Director Rohit Shetty came up with another sequel – Singham Returns in 2014, where actor Ajay Devgan reprises his role from the previous film, as well as co-producing the project, while Kareena Kapoor plays the female lead thus replacing Kajal Aggarwal.

Little Singham premiered on Discovery Kids channel starting April 21, 2018 and airs everyday at 1.30 and 5.30 PM respectively.

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