Warner Bros. Discovery Kids Expands Local Hits, Anime, and Innovations

Warner Bros. Discovery Kids (WBD Kids) had a transformative year, strengthening its position in India’s kids' entertainment market through local content investments, anime expansion, and innovative formats. The network, managing Pogo, Cartoon Network, and Discovery Kids, introduced new localized hits and crossover content while exploring new platforms to maximize reach and engagement.

India’s Expanding Kids' Entertainment Market

Uttam Pal Singh, head of WBD’s kids' cluster in South Asia, highlighted the network’s remarkable growth in 2024. Localized hits such as Little Singham, Jay Jagannath, and Titoo boosted ratings. A notable achievement was the crossover between Chhota Bheem and Little Singham, resulting in four movies, each of which ranked number one during their launch weeks.

Singh emphasized that linear television remains a dominant platform due to its trusted IPs and compliance with parental preferences. “Animation continues to have mass appeal, and television is a significant driver of growth, especially with content available in six regional languages,” Singh noted.

Strategic Partnerships and Cross-Platform Expansion

While television is the primary focus, WBD Kids is expanding its footprint to OTT platforms and social media. On Discovery+, shows like Little Singham continue to perform strongly, while CN Rewind on Prime Video offers classics such as The Powerpuff Girls and Tom & Jerry. The network also engages young audiences on YouTube and social media to complement its TV offerings.

“OTT investments are largely focused on live-action limited series,” Singh explained. “Animation for OTT is still in its nascent stage.”

Localized Engagement and Advertising Strategy

WBD’s regionalized approach, offering content in Hindi, Marathi, Tamil, Telugu, Kannada, and Malayalam, ensures strong cultural resonance and engagement. Tanaz Mehta, head of advertising revenues, highlighted how co-viewing—where children and parents watch together—provides brands with unique advertising opportunities through TV and experiential initiatives like mall activations and school programs.

Diverse Channel Offerings

WBD’s three kids' channels cater to distinct age groups:

• Pogo: Local superhero IPs like Chhota Bheem and Little Singham.
• Cartoon Network: A mix of international and local content, including popular anime, targeting kids aged 7-14 and teens.
• Discovery Kids: Focused on younger children with shows like Titoo, alongside classics like Scooby-Doo and Mr. Bean.