Reliance Animation and Rohit Shetty Picturez in collaboration with Discovery Kids launched its animation series ‘Little Singham’ on 21st April 2018.
Inspired by Singham, India’s most successful super cop brand and one of the biggest Bollywood blockbusters of all time, Little Singham targeted children in the age group of 5-11 years.
The TV rating of the channel almost doubled since the launch of Little Singham and is continuing its spectacular rise from the 7th to the 2nd position over the last two weeks. It garnered a historic 91% growth in TV ratings over the preceding week garnering 88,952 GTVTs in week 17 as per BARC data (age group 2-14, India Urban + Rural), over week 16 data of 46,559 GTVTs taking the channel to an all-time high of a second position in the kid’s genre*.
The launch of Super Hero Indian IP Little Singham helped the channel increase its reach to 24 million (a historic high for Discovery Kids). Significantly, the channel also garnered 2nd highest time spends of 111 minutes per viewer in the kids’ genre in Week 17 as per latest BARC data*
Rohit Shetty said:
“I’m ecstatic that the kids have loved and accepted Little Singham wholeheartedly. The success of this series has taken me a step closer to being a part of more such special content for the kids.”
Shibasish Sarkar, COO Reliance Entertainment, added:
“This animation series has set a complete new benchmark and has been immensely loved by the kids. All thanks to Rohit who mentored the series in such a fantastic way that it has reached new heights.”
Tejonidhi Bhandare, COO Reliance Animation said:
“Little Singham’s super success has given us more confidence to keep creating such content with iconic characters for the kids genre.”
BARC DATA (Comparison with Week 16)*
Discovery Kids (week 16) (Week 17) % Growth
GTVT 46559 88953 91%
Reach 20.7 million 24 million 16%
TSV (Mins) 67 minutes 111 minutes 64%
Source: Source: BARC ( 2-14 age group, India Urban+ Rural )
