Cartoon Network and POGO Top Choice for Parents and Kids

Leading New Generations™ study shows Indian parents give thumbs up to kids' favourite channels.

BestMediaInfo Bureau | Delhi | May 23, 2011

Cartoon Network and POGO have once again retained their decade-long mantle as India's top two channels parents prefer their kids to watch.  The findings, from the country's most comprehensive kids' lifestyle study, New Generations™ 2011, mirror the popularity of the channels amongst Indian kids, with the channels consistently rating number one and two in every survey over the last ten years.

Conducted since 2001, the research this year shows Indian parents chose Cartoon Network (46%) and POGO (26%) as the top channels they like their kids to watch: this parental approval consistent with the research findings from previous years.

Cartoons were voted as one of the parents' top favored genres, second to serials, and as such Cartoon Network and POGO emerged not only as kids' favorite channels but also as the most watched kids' channel by parents, with 86% watching Cartoon Network, and 76% tuning in to POGO.

Co-viewing emerged as a positive trend from this year's study, as 66% of parents registered watching TV with their children. Tom & Jerry (41%), Chhota Bheem (25%) and Mr. Bean (21%) were the top three kids' programs parents watch with their kids – all available on Cartoon Network and POGO.

Monica Tata, GM, Entertainment Networks, South Asia, Turner International India said, “Parents are undoubtedly the best judge of what is suitable for their kids. Receiving such a resounding 'thumbs up' from parents and winning their approval and trust is the ultimate reward for a kids' broadcaster. Over the years, we have pioneered and championed kids' television, encouraging a safe and parent-approved destination that offers appropriate programming created 'just for kids'. It's so gratifying to know that Indian parents recognize this and endorse Cartoon Network and POGO as the best TV entertainment for their children.”

Television continues to remain the top media platform in Indian homes, with 95% of the respondents having watched TV yesterday. Cartoon Network is the channel most loved by kids, which has reigned as the number one channel for 10 years in a row and POGO as number two channel since 2004.  The study also found that 48% of parents always monitor the content viewed by their kids and 38% sometimes monitor it.

The New Generations™ 2011 study surveyed a total of 3759 kids of 7 to 14 years of age and 1121 parents of kids aged 4 to 6 years in SEC A, B and C across 19 centers including New Delhi, Mumbai, Bangalore, Chennai, Kolkata, Nasik, Ahmedabad, and Lucknow.  Launched as a pan-Asia Pacific initiative in 1998, New Generations is currently conducted in India, Pakistan, Australia, Taiwan and the Philippines.

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