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Targeting kids!

Suddenly kids have become the new target for television channels across the country. Last month, Sun TV started showing "Tom and Jerry" cartoons, the all-time favourite of kids, on its Tamil and Malayalam channels. The buzz is that the cartoon show has become a super hit among childrenwith record TRPs. Tom and Jerry, Mickey Mouse, Johnny Bravo, Powerpuff girls and other lovable cartoon characters are now big business in the country. Helped by friendly animated characters, cartoon television channels are venturing well beyond the conventional revenue model involving ads to directly sell toysbased on images that children love. And the latest is that children-based serials are being beamed in a big way on Hindi television. Star Plus has premiered a new show "Antarikh-Ek Amar Katha" (Monday-Thursday 8 p.m.) for kids aged 6-12. Aman and Rankaal, the super heroes of "Antarikh," are sure to delight kids. More children-based shows are on the anvil.

SREEDHAR PILLAI

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