kids channel media plan

8/14/2019 Kids Channel Media Plan

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Brief Outline

Understanding of the Kids TVgenre.

Understanding competition Understanding the Trend.

Media planning in 4 metros.

Media selection.

Media expenditure.


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Marketing Objective

Increase the viewership of the kids

genre for the SEC B and C 8 12 yrs

from the current 14% to 40 % in 2

quarters, thus making it the top

channel in the kids space


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Marketing Strategy

Through interesting and innovativemerchandising and by alsoimplementing programs that has

worked well with other kids genres.

By tying up with schools.

By innovative OOH promotion


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Creative Communication

It will show the glimpse of theprogram on the channel.

It will show the value added serviceslike , game, wallpaper downloadetc.

It will promote the website of the

channel.

It will promote Quizzes & contests.


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Media Objective

To increase the viewership byenhancing brand awareness andbrand recall


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Media StrategyMedia Channel Selection:The following media would be used to

achieve the media objective:


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Customer Touch points

/ /TV Cricket Sports

School

Gaming zones

Amusement parks


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Media Plan

Kids channel is one of the mosthappening sector in Indian mediaindustry.

There are already strong hold of manyestablished player, still a largemarket is still virgin.

In India there are already 7 players andour channel is going to be the 8th one.


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Major Players in the kidsgenre

vCartoon Network

vPOGO

vDisney

vJETIX

vNick

vHungama

vSpacetoon Kids TV


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Market Share of variousplayers


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Challenges in Viewership

Busy schedule of kids, leads to lesstime to spent in TV.

Presence of too many channels.

DTH-Choice of channels.

Time spent in Other entertainmentoption like Play station.

Typical mindset of parents with TV.


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Channels of promotion


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OOH

Setting up Hoardings in Water parks.

Displaying Stickers in seat back of School buses.

Setting up Hoardings in front of School.

Tying up with McDonalds.


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Cost structure for 3 month

Setting up Hoardings in Waterparks.

2 water parks * 4 metros = 8water parks

5X7 hoarding , 2 hoardings perwater park

Mumbai- 9 lakhs Delhi, Chennai, Kolkata- 18 Lakhs


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Cont

Displaying Stickers in seat back ofSchool Buses.

Sticker price 10 cmX20 cm(colored)-Rs 3

Number of schools- 30 X 4 2 Buses per school with 60

seats each Cost- Rs. 60, 000


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Contd

Setting up Hoardings in front ofSchool.

Total Number of schools- 30X4 No. of hoardings- 1 per school Size of hoardings- 5X7.5

Cost per hoarding- Rs.50000 Total Cost- Rs. 6000000


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Contd

Tying up with McDonalds-Placing standees at theentrance of each outlet(for one month)

Outlets covered inMumbai-20

Outlets covered inDelhi -10

Cost per outlet- Rs. 50000

Total cost- Rs.1500000


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Contd

Tying up with Game zones- Placingstandees at the entrance of eachoutlet (for one month)

Outlets covered in Mumbai-10 Outlets covered in Delhi -10 Cost per outlet - Rs.

3400 Total cost - Rs.

68000


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Contd

Conducting Road shows(15 days percity)

Cost per city - Rs.50000 Total Cost - Rs.200000


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Print Media

Newspaper inserts Cost per insert- Rs.2.50

No. of inserts- 8 lakhs Total Cost- Rs. 20 lakhs


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Online Media

Advertisements on miniclip.com,zapak.com

Banner ads Cost per month-Rs.500000

M e rch a n d ise -T sh irts

B o o k la b e ls

,Tiffin B ox Pe n cil B ox

S c h o o l b a g s


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TV Media


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Channel Name Program Name Cost (Rs.)

S u n d a y H o u se fu lM aza M asti

M aza M astiSet Max 9 2 4 0 0 0

P e rilo u s Jo u rn e y

M o st A m a zin g

M om e n tsNGC 1 8 6 0 0 0


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D isco v e ry K id s

M a n V s w ildD isco v e ry 954000

W W E

T e n

Sports

2 5 3 8 0 0 0


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S a R a G a m aM a m ta M o n

Little C h a m p sZee TV 7 2 0 0 0 0

D o u b le M a za a

D o p a h a rD o p a h a r

Zee Cinema 2 9 9 1 0 0


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O g o B a d h u

S u n d a riB o u k a th a k a o

S u p e r S ta r

S ta r Ja lsa 4 4 4 0 0 0

ArulTharum

A la ya n g a l

V a a zth u k a lJa y a T V 6 6 0 0 0 0


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K a kh o n o M e g h

K o kh o n o B rish ti

N a ch b e R a d h a

S h o lo A n a

E T v

B a n g la

4 8 0 0 0 0

D a n ce In d ia D a n ce

S a s B h i K a b h i B a h u

T h i

K a h a n i G h a r g h a r k i

S ta r P lu s 6 6 0 0 0 0


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A g n ip a riksh aK h a n a

Erao ShatruZ e e B a n g la 4 2 7 5 0 0

A a i B rish ti Jh e p e

P ra b a h in iE so m o yLa ksh i C h a n a S u n

A k a s h

B a n g la

3 1 8 0 0 0


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P ira n d h a N a a lV a a zth u k a l

R a j T V 7 2 0 0 0 0

B o o g ie W o o g ie

S o n y T V 9 6 6 0 0 0


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THANK YOU

kids channel media plan

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