Technoglitch
Core Member
ark Eyers VP-Network-Kids, APAC & CCO-Kids APAC, of Turner International Asia Pacific in a free willing chat with exchange4media talks about the challenges in the India market, under pricing of the kids genre, ad cap and the ratings mechanism in India.
What is your view of India as a market, as compared to the other markets?
It is an incredible market. We have just finished with a fantastic 2013, with CN and POGO as number one and two. We are pretty happy with the results. India is important to us as part of APAC as it plays a part in overall performance. We launched CN in India in 1995. We have realized that kids around the world are more alike than being different. Cartoons across the globe are fit to be seen as visual and audio. We have a great dubbing team as well. We are happy that a global brand like Cartoon Network can be number one and two in the genre, in India. It is number one in many other countries as well and we can see the success of the same shows and franchisees here as well.
Do you deal with short attention span of kids in other markets as well?
Kids, as I mentioned are more alike than different. What is more different and what we are seeing here is, that viewership of TV isn’t going down. We are seeing that the short attention shift towards the second screen and others is complementing the linear view. The great news is that we have to keep evolving and that is why we have launched Carton Network “watch and play” in APAC and one can watch the channel in clips and play the game at the same time.
In APAC we have had three million video views in January from Asia alone. The perception needs to be corrected that the volatility is complementing the linear view. Across APAC, we saw 10% increases in ratings of our international channels in 2013 which is good news for linear platforms.
The industry will sort itself out on TV ratings: Mark Eyers
What is your view of India as a market, as compared to the other markets?
It is an incredible market. We have just finished with a fantastic 2013, with CN and POGO as number one and two. We are pretty happy with the results. India is important to us as part of APAC as it plays a part in overall performance. We launched CN in India in 1995. We have realized that kids around the world are more alike than being different. Cartoons across the globe are fit to be seen as visual and audio. We have a great dubbing team as well. We are happy that a global brand like Cartoon Network can be number one and two in the genre, in India. It is number one in many other countries as well and we can see the success of the same shows and franchisees here as well.
Do you deal with short attention span of kids in other markets as well?
Kids, as I mentioned are more alike than different. What is more different and what we are seeing here is, that viewership of TV isn’t going down. We are seeing that the short attention shift towards the second screen and others is complementing the linear view. The great news is that we have to keep evolving and that is why we have launched Carton Network “watch and play” in APAC and one can watch the channel in clips and play the game at the same time.
In APAC we have had three million video views in January from Asia alone. The perception needs to be corrected that the volatility is complementing the linear view. Across APAC, we saw 10% increases in ratings of our international channels in 2013 which is good news for linear platforms.
The industry will sort itself out on TV ratings: Mark Eyers
