Daily branded-block is brand’s first extension beyond India
Turner Broadcasting System Asia Pacific has partnered with Thai free-to-air broadcaster Channel 3 to host a daily two-hour programming block of POGO-branded content from March 30. The block offers a mix of animated and live-action original content from POGO, one of the most popular kids’ channels in India that Turner launched in 2004.
The block will air in Thai on the Family Channel 13 from 4-6pm on weekdays and 7-9am on weekends. Its programming includes first-run and exclusive content with live-action shows such as M.A.D. (which stands for Music, Art and Dance) and F.A.Q. (a science show for inquisitive youngsters), and Chhota Bheem, one of India’s biggest ever animated homegrown franchises.
Phil Nelson, Senior Vice President and Managing Director, North Asia and Southeast Asia Pacific, Turner International Asia Pacific Limited, said “For more than a decade, kids in India have loved POGO and we are confident that its content will also work well in Thailand. It’s yet another example of how Turner is creating engaging local viewing solutions and we’re looking forward to working closely with Channel 3.”
Surin Krittiyaphongphun, Executive Vice President, added “We are excited to bring the POGO brand to Thailand for the first time and local audiences are going to love it. The deal is a result of a great partnership – Channel 3 is one of the country’s most watched channels and Turner is a world leader in curating and creating content, with an impressive track record in delivering viewers in Thailand. We’re also looking forward to seeing how the brand evolves and develops in the coming months.”
Although this is the first time that the POGO brand has travelled outside India in this way, Turner has been very active recently in Thailand. This announcement follows successful launches in Thailand for Turner’s other kids’ brands Boomerang and Toonami – the country’s No. 1 and 2 kids’ cable and satellite channels – as a result of a partnership with the Major Kantana Group. At the same time, Cartoon Network, the ever-popular premium channel on TrueVisions, opened Cartoon Network Amazone, its first ever branded waterpark in Bang Saray, near Pattaya.
After the block’s launch, Turner and Channel 3 will explore opportunities for co-productions and local original production to offer even more tailor-made content to local viewers.