DD will launch a free to air channel (FTA) targeted at toddlers. This was confirmed to indiantelevision.com by its Sahu. After GEC, kids are the third most expansive genre in terms of viewership and market potential, hence. Amongst the kids players in the space include: Disney and its clutch of channels, Viacom18, Zee Network, Cartoon Network, Sun TV etc.
Director General Supriya Sahu says: “There is a gap in our FTA bouquet on FreeDish of kids and we are working with the ministry of information and broadcasting and Prasar Bharati to plug it. As a public service broadcaster we would we doing injustice to children we don’t come out with a kids specific channel. Soon, this year we should be finalizing its launch. The idea is that we should keep in place a very lean and efficient structure so we don’t pump in a lot of money. Perhaps we should share resources with the private sector which is already having the content. Perhaps share the revenue appears to me to be the best way to go about it.”