Profs. Ruchi Kher Jaggi and Kuldeep Brahmbhatt present...

"The Untold Story of Children's Television in India"

Presented by Professor Ruch Kher Jaggi, Symbiosis International University, India.

Abstract: Despite the proliferation of several media technologies, television occupies an important position in children’s lives. The images and sounds of the television screen are an integral part of children’s everyday lives. According to the latest data collected by the Broadcast Audience Research Council (BARC) of India in 2018, of 298 million households in the country, 197 million households — or 66 per cent of the households — own a TV set. Two insightful statistics provide a context to the popularity of television in India – India is one of the world’s largest TV markets; and there are over 900 TV channels for the audience to choose from. There are over 20 exclusive television channels for children. Historically, the first children’s television channel Cartoon Network was launched in India in 1995 and it took four years for the next children’s television channel, Nick, to enter in 1999 followed by Hungama, Pogo, Disney Channel and Animax in 2004. Approximately 50% of this content is acquired (foreign), primarily Japanese and American. Animation has been a big draw on children’s television channels in India. There is, however, a severe dearth of academic literature that captures the landscape of children’s television in India or children’s relationship with this medium. Indian society is varied and complex.

"Podcasting Advertising Effectiveness: An Emerging Economy Perspective"

Presented by Professor Kuldeep Brahmbhatt, Symbiosis International University, India.

Abstract: The evolution and consumers’ acceptance of podcasts has been on the rise. Scholars argue that this rapid rise is due to the ability of podcasts to offer content that consumers find valuable. This has resulted in brands following consumers on the podcast platforms and attempting to reach them through podcast advertisements. The last decade has seen a tremendous rise in the podcast advertising budgets of brands. However, the nature of such podcast advertisements and their effect on consumer-brand relationships and behavioral intention are understudied.