Discovery India betting big on kids segment

The ‘kids’ category is turning into the next big opportunity for broadcasters as they rejig their strategy post the TRAI’s tariff order.

Discovery India is betting big on the segment to cash in on the growth trend being seen in the segment with its upcoming animation show ‘Fukrey Boyzzz’, based on the Bollywood franchise ‘Fukrey’ and ‘Fukrey Returns’.

This is the second such show based on the Bollywood franchise that the channel has created after ‘Little Singham’ performed beyond the channel’s expectations and has run for over 150 episodes.

“Discovery Kids has been growing tremendously for us. Our viewership has grown 400 per cent and there has been a commensurate increase in revenues as well since we launched our most popular show Little Singham,” Megha Tata, Managing Director-South Asia, Discovery, told BusinessLine.