These numbers for the younger audience in the 175 million TV households of the country are only based on their specialised genre, and not on the passive and random TV viewing that contributes to other categories. The Kids genre contributes nearly 5.6 per cent, according to the FICCI KPMG Report 2016.
GECs command close to 58 per cent of the total viewership on television followed by Movies with 20 per cent. If one goes by the definition of target audience for each genre of television channels, little ones make the third largest set of viewers glued to TV sets (after GECs and Movies). Today, at least three out of the top five are Indian characters, reflecting changing viewer preferences Till two years ago, it was Chhota Bheem and Japanese cartoons which were ruling the roost. In 2008, a dhoti-clad nine-year-old animated Chhota Bheem entered the TV space on Pogo and changed the game. More than kids play: Homegrown cartoons rule the air
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