Exclusive | The big success story of Chhota Bheem: Turner's Krishna Desai

Krishna Desai is Director, Content, South Asia, Turner International India Pvt. Ltd. Based out of Mumbai, Krishna is responsible for the growth, competitive strategy and complementary programming across India’s Top 2 kids’ channels– Cartoon Network and POGO along with Cartoon Network Pakistan. Supported by his strong research background and understanding of Indian kids’ as an audience, Krishna has played a key role in managing Cartoon Network and POGO sustain their leadership position in India.

 

Chhota Bheem is every child’s hero and the most watched show on POGO channel today. In this interview with Adgully Mr. Desai talks about the great success of the show and the ongoing interest it has generated in children as well as adults. Here are the excerpts: 

 

 

Krishna Desai (KD): Since its launch on POGO in 2008, Chhota Bheem became an overnight success. Today, Chhota Bheem holds several titles to its credit including being ‘Kids' Favourite TV Character’ (Ormax Media 2011 Report). In addition to other popular shows like Mr. Bean and Kumbh Karan, Chhota Bheem has helped POGO sustain its No. 1 since 2011. In fact, this year, the premieres of ‘Chhota Bheem: Dholakpur to Kathmandu’ movie in March and ‘Chhota Bheem aur Hanuman’ movie in May, were the number 1 programs across all channels. (Source: TAM, All India, 4-14 yrs, 12:00-13:30, March 25 and May 1, 2012)

 

 

KD: Chhota Bheem is a 10 year old boy who is brave, strong, intelligent, adventurous, fun loving and always ready to help his friends and fellow villagers. Kids not only adore the character but also aspire to be like him. In addition, the storyline of the show revolves around an imaginary village called ‘Dholakpur’; a land that has everything to titillate the fantasies of kids: kings, queens, jungles, arch nemeses, friends and a superhero who derives strength from eating 'laddoos'! The fact that it is in the local language (Hindi) increases its mass appeal and popularity.

 

 

KD: There’s definitely more choice in kids’ entertainment today than there was when Cartoon Network first pioneered the kids’ genre in 1995. This speaks to the growing demand for quality content in this space that now spans everything from local, mytho-inspired series such as Roll No. 21 and Chhota Bheem to classic toons like Tom and Jerry, contemporary fantasy-adventure like Ben 10 and anime like Hagemaru. 

 

With more choice, comes a more discerning audience and interestingly adults are just as likely to tune in these channels as kids. In such a scenario, Chhota Bheem has managed to do phenomenally well. Today, Chhota Bheem is ‘Kids' Favourite TV Character’ and the highest rated show beating all competitive shows. 

 

 

KD: Normally, most shows face the issue of fatigue over a period of time. But that is not in the case of non-sequential episodes of popular shows like Chhota Bheem. When any show is launched there is a novelty factor which draws in new audiences. Thereafter, the true test of success begins. If kids like the show they will tune in to watch their favourite episode over and over again. This is reinforced if kids can watch the entire story unfold from start to end within one episode itself. In non-sequential episodes, they won’t miss out on the complete story plot if they have missed a few episodes in the middle. Over a period of time, kids tune-in to pre-empt the dialogues or even sing along with the theme song, making them feel like a part of the toon world.

 

 

KD: Chhota Bheem beats all competitive shows in the same time slot and the movies also have high ratings. Premieres of ‘Chhota Bheem: Dholakpur to Kathmandu’ movie in March and ‘Chhota Bheem aur Hanuman’ movie in May, were the number 1 programs across all channels. (Source: TAM, All India, 4-14 yrs, 12:00-13:30, March 25 and May 1, 2012)