MUMBAI: Sun TV is ready to dress up its kids channels with localised content. As part of that gameplan, the company has entered into a broader agreement with Hyderabad-based DQ Entertainment for animated content that would include localised programming.
For starters, DQE will provide 117 hours of international animated programmes, co-produced with major European, Canadian and US partners, including the four renowned properties - Casper‘s Scare School (3D TV Series), Benjamin Bear Season 1 (TV Series), Leonardo (TV Series) and Pet Pals (TV Series).
 
The second step will be to source localised content from DQE. Says Sun TV Network channel head - Chuttii TV Kavitha Jaubin, "Localised content such as Little Krishna and Chota Bheem have been doing well amongst audiences. We have, thus, struck a broader association with DQE wherein the initial footsteps will be in international content but slowly expand to local content."

Sun TV has the rights to broadcast these programmes in four languages including Tamil, Telugu, Kannada and Malayalam across their network in India, Sri Lanka and other countries with Indian diaspora.

Sun TV, which has kids channels in Tamil, Telugu and Kannada, plans to launch its Malayalam version soon. "We will be launching our Malayalam channel soon which will also be fed with local content," admits Jaubin.

Sun TV will be targeting older kids with such content. Says Jaubin, "We are right now very strong in the pre-schooler and the 4-14-age-group segment. And now, our focus will be the 8-14-year-olds."

DQE, which separately controls exclusive audio, visual and licensing & merchandising rights for India and many other countries, will now be able to expand its commercial opportunities through the Sun TV agreement.

Says DQE Group chairman & CEO Tapaas Chakravarti, "We believe this broadcasting contract will open up a number of potential revenue generating opportunities for these four international properties in publishing, merchandising and home entertainment."

Elaborating further, Chakravarti notes that the Sun TV network has an extremely strong presence in India and neighbouring countries for these regional languages and "we are happy that we have started a new business journey with such a large and successful broadcaster."

Adds Jaubin, "Our strategy has always been to provide great content and this agreement would help in proving our stronghold as a buyer in the Indian market. The titles are those which will create a good viewing base and will attract newer audiences."