MUMBAI: Sun TV Network's kids channel will be called Chutti TV. Being the first in this genre from the Sun stable, the channel will launch on 29 April.
Indiantelevision.com had earlier reported that Sun was all set to launch its kids channel and had an investment plan of Rs 400 million for it.
Chutti TV will target kids in the age group of 2-14 years with regional and international programming flavour. The content mix will include cartoons like Jackie Chan adventures and He-Man. It will also have a pre-school line up. "The programmes are designed to engage and stimulate the kids’ imagination during the early formative age," Sun said in a release.
Chutti TV launches with a holiday viewership strategy which will evolve accordingly to school holidays, exams and weekends, an approach that other players in the market apply as well.
The channel clearly states its USP for international shows will be that they will be adapted in language and nuanced with a local flavour rather than the ‘dub and run’ strategy generally followed by kids channels with regional language feeds.
Currently dominating the Southern kid's television market is Disney's channel Toon Disney which has a Tamil and Telegu feed, in addition to Hindi and English. In the channel's programming mix is an action advernture block Jetix that garners top viewership for the channel.
Additionally, Chutti TV will also air interactive pre-shcool series that presently airs on Nick India, Dora the Explora. Other programmes will include action cartoons Godzilla, Men in Black and Astroboy, a talent hunt Kids Khiladees, comedy show Chutti Looti, on-the-spot challenge shows like Chutti Challenge, phone-in shows for kids like Hello Chutti! among others.
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