Little joys from Cartoon Network Anything

The mobile application offers short duration content on an experimental basis

BestMediaInfo Bureau | Mumbai | May 13, 2016

A mobile application launched by Turner International's kids' cluster is experimenting with short format entertainment choices, offering videos, games and activities of durations of ten seconds to 15 seconds. The mobile app, named Cartoon Network Anything, has been created as a secure and safe platform for kids, to keep them away from the unrestricted vast expanse that the internet is today.

It must be noted that kids' consumption patterns have always been more repetitive, with a distinct preference for longer content types. Kids are known to consume the same content multiple times and watch them for longer hours. So, is the ten second to 15 second window too short?

Krishna Desai

Krishna Desai, Executive Director & Network Head ? Kids, South Asia, Turner International India Pvt Ltd, said, “With kids, you can never be 100 per cent sure. We are experimenting and who knows, it will work! The app is not restricted to videos alone, or games for that matter, there are a lot of activities like polls, quizzes and other stuff. It is a simple 'swipe and change' option on the application that we are offering the children.”

The application was launched a few weeks ago, vindicating the extra digital push that the channel has attempted. The responsive versions of its websites pogo.tv and cartoonnetwork.com offer multiple screens. A recent study released by the network titled, 'New Generation 2016', has verified that the younger generation was moving closer to the smaller screens, now that children are being closely watched over by their parents.

The kids' mobile app space is not new, or untrodden on. Recently, Viacom 18 too launched a specialised kids' section within its mobile app, Voot Kids. There are other applications like NexGTVv that offer video and gaming content for kids.

Info@BestMediaInfo.com

Info@BestMediaInfo.com