Turner Launches Toonami Kids Channel in India

Transformers: Robots in Disguise still - P 2014
Courtesy of Hasbro Studios

Transformers: Robots in Disguise still - P 2014

The Time Warner unit's third children's channel in the country will compete against Viacom and Disney networks.

Turner Broadcasting has expanded its kids TV offerings in India with the launch of Toonami. The channel operated by the Time Warner unit is already present in 14 countries in the Asia Pacific region.

In India, Toonami is the latest addition to Turner’s kids’ channels bouquet, which includes Cartoon Network and Pogo. Toonami is distributed in India by Taj Television and is available on the country’s leading digital cable platforms.
Toonami, which takes its name from the hit programming block on Cartoon Network in the U.S., is a 24-hour English action and anime destination featuring such franchises such as Batman, Superman, Transformers: Robots in Disguise and Justice League, among others.

“We now offer a robust entertainment experience for all ages and interests,” said Turner International India managing director Siddharth Jain in a statement. “A highly successful international brand, it will meet the growing demand for premium quality action-adventure and superhero content.”

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The channel will compete in India's kids TV market, which has the likes of Viacom18's Nick and Sonic channels along with Walt Disney's Disney Channel, Disney XD, Disney Junior and Hungama TV.
According to a report by consultancy KPMG India, there were 161 million total TV households in India in 2013 with advertising revenue reaching $2.2 billion. The kids genre constituted 7.5 percent of viewership with a 4.2 percent share of the total advertising pie. The report estimates that advertising revenue in the kids genre grew  5-7 percent in 2013.

By contrast, the dominant Hindi general entertainment genre commands a 30 percent viewership share with a 27.1 percent slice of the advertising pie.