Channel: Kochu TV

Programs: Cartoons like Happy Kid, Little Krishna

Kochu TV is a Malayalam Cartoon pay television channel from Sun Network

targeting young children. The channel is based in Kochi, Kerala, India. The 24-hour
channel primarily airs programs for kids. The target audience of Kochu TV is children
between the age of 4 to 14 years with a regional and international flavour. They
broadcast a high mix of programs, including popular cartoons like Jackie Chan
Adventures, Spider-Man, Stuart Little, He-Man, pre-school contents, Little Krishna,
Happy Kid etc. Kochu TV is the only channel in the region exclusively for children.

The majority of the advertisements shown in the channel are Vicks, Oral B
toothbrush, Pampers Pants, Mammypokko Pants, Tide, Exo, Ujala Crisp and Shine,
Ariel Wash, Pril, Myntra, Candyman fantastic etc. These are the advertisements that
are shown mainly during the cartoon programs. The channel is targeting young
children from the age group of 4. So along with the children their parents will also be
watching the television along with them, majority of these advertisements are also
targeting the parents also. Thus, the advertisements such as tide, Exo, Ujala Crisp and
Shine, Ariel Wash, Pril mainly fits the viewers i.e., the parents need. The parents
usually take care about these products during purchase and these advertisements
influence their purchase behaviour as the parents will be continuously exposed to
these advertisements as these advertisements are played continuously in between the
cartoons. So, these kinds of advertisements of homecare products are correctly fitting
the viewers i.e., the parents. Other major advertisements during the cartoon programs
in Kochu TV are Pampers Pants and Mammypokko pants, Vicks Oral B toothbrush.
Here also it is the same concept. These advertisements will be for the parents and it
will influence the buying behaviour of parents. These advertisements are thus fit for
the viewers that is parents who watch these cartoon programs along with their
children.
These advertisements are also structured with a view of keeping in mind the
customers that is both parents and children. This is evident from the tide
advertisement in which the advertisement portrays a mother and child and use of tide
for removing the dirt in the child’s dress which the parents could relate with their lives
and thus these advertisements are perfectly aligning with the viewers of the channel.
Similarly, there is an advertisement of Vicks in which a mother is applying Vicks to
her child and child get relief from illness. These kinds of advertisements make an
influence on the parents and affect their buying behaviour. So, we can say that these
advertisements in the channel fits the audience of the program.

Other segment of advertisements in the channel mainly includes some food items such
as Candyman fantastic. These products are targeting the children mainly who are
watching the cartoon programs. Thus these advertisements are perfectly fitting the
content of the channel and the target market as the content is mainly viewed by the
children who are the target market of the advertisement.