The 40 year old Kermit Channel which entered India in 1999 has drawn up strategies for the year 2000. The Jim Henson Company's and Hallmark Entertainment Television's joint venture has drawn up a campaign which will be called "K2K" to design a creative platform to introduce viewers to the new programming that will be shortly premiered on the channel and to provide a timely and comtemporary platform to showcase the human characteristics of 'Kermit the Frog's' personality which viewers can identify with as a positive role model. 

The K2K campaign would be an image campaign and would have a seperate logo. It potrays Kermit as the world's greenest friend, hero, heartthrob and a celebrity. New shows like 'Jim Henson's Construction Site', 'Brats of the last Nebula' and 'The secret world of Alex Mack' would be introduced which have a blend of entertainment as well as educational value for the kids mainly aged between 2 and 12. The on-air and print campaigns for the K2K campaign have been designed in-house.

The 24 hour pay channel claims to have a penetration of over four million Indian households.