MUMBAI: Kids channels gear up for more action down south this year, hoping to tap into a market that accounts for one-fourth of the total kids TV viewing in India.
Disney, which already has two of its channels (Disney XD and Disney Channel) talking in Tamil and Telugu, recently localised Hungama TV in these two markets.

Says Walt Disney Television International India associate director marketing Venugopal Iyengar, "Showcasing content that is locally relevant to our viewers is a priority for Disney multiplex of channels whether it is through our content, languaging or the channel environments."

Nick, the only kids channel to stay out of this play zone, is also readying for a launch in the southern market later in the year.

So what is propelling kids broadcasters to speak in the southern language? 
 
Says Turner International India vice president and deputy general manager - entertainment networks, South Asia Monica Tata, "South India comprises a substantial viewing of the all India universe. In 2010 (first 2 weeks only, Tam‘s expanded Universe estimation), South comprised 27 per cent of All India kids Universe (42.7 mn Kids All India). By the sheer size of the market, there is immense scope of expansion for revenue and viewership."

Elaborating Tata‘s statement, Madison Media Group CEO Punitha Arumugam notes that treading the south zone will help kids channels not just garner national but also attract regional revenues.

"The entry of new players in the South zone will actually help the genre to grow with each grabbing a share of its own pie. However, the share of revenues will not grow much but, instead, only get dispersed," she opines.