Speaking more about advertising, Jaipuria mentioned that the kids’ cluster has been consistently increasing the ad rates over the past three to four years. It was understood that about 10% of the revenues were generated through syndication, digital and other ancillary revenue streams, while the remaining 90% still came from advertising and subscription, though ads still dominate the revenue contributions. Refusing to share any numbers on the bottom line growth, Jaipuria hinted that it is more than the top line growth.
In the year that went by, the kids’ cluster of Viacom18 claims to have grown the top line by 15%. Since animation is an expensive affair, even if one expects each episode to cost about Rs 30 lakh, the network is readying itself for an investment of over 75 million only for upping the content. Currently having 350 hours of original programming, the network aims to increase this to 500 hours of original programming by March 2019. Nina Elavia Jaipuria, Head, Kids Entertainment Cluster, Viacom18 told BestMediaInfo that the network had spotted a white space as no one was doing a magic-based animation on the kids’ genre.
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