| Among Pogo's ambitious localisation initiatives is
a decision to ramp up its languaging options, dramatically increasing
Hindi on the channel. By the end of 2004, 80 per cent of Pogo's programming
will be in Hindi. Currently, Pogo offers two hours of Telugu, but
is eyeing Tamil as well.
Pogo, according to Misra, will also introduce an Indianised version
of one of the non animated and internationally produced shows already
on air on Pogo, and is looking to partner with Indian production
houses to remake the show with local talent.
Claming a reach of 15 million cable and satellite homes in India,
Pogo has gone a notch higher programming wise by announcing its
decision to launch Prime Pogo, a two and half hour block on Fridays
that will be anchored by 24 year old Niall Sadh and 22 year old
Nisha Lalvani.
Prime Pogo will have its curtain raiser on 28 May, the day the
first major acquisition by Turner for Pogo, Harry Potter and
the Sorcerer's Stone, is telecast. Turner has invested heavily
in promoting Potter mania, through cable channels, kids' publications,
billboards, emails through kids' databases as well as below the
line activities like flyer s in cinema halls and a contest that
allows the winner a chance to visit England.
The Pogo model, according to Misra has worked well in the first
few months of its existence, by garnering a reach of 15 million
households to Cartoon Network's 18 million. Derived loosely from
the internationally successful Nickelodeon format, Pogo is now flexing
its muscles to take on Nick in India, which too has risen from slumber
and is armouring its arsenal.
Misra says he would welcome competition, claiming it would help
grow the market. For now, of course, he says Pogo's the way to go.
|
