Sun TV launching children's channel

Sun TV Network Ltd is all set to launch a children's channel — Chutti TV — on Sunday (April 29).

Targeting children in all age groups, the 24X7 channel would beam programmes both created in-house and sourced globally.

Talking about the programming strategy, Ms Priya Madhu, Programming Head, told Business Line that the shows are designed to engage and educate children throughout the day. It has lined up shows such as `Chutti Yoga' in the morning and then a dance show called `Rumbumbum'.

This will be followed by cartoon serials such as `The Adventures of Jackie Chan', `Godzilla', `Stunt Dawgs', `Men in Black' and `Astroboy', sourced from leading production houses across the globe.

"The key point is that all these international shows are not literally translated into the regional language as is the case with many kids channels. We are doing our best to give all these characters local resonance and a lot of regional flavour, lest the child is confused with cultural differences," she said. According to her, the channel has also decided not to beam any serials that are 'over-the-top violent'.

However, it will not refrain from beaming action serials. 'We have put in a lot of effort and time to meticulously choose these serials. Most of the action serials lined up are basically laced with humour,' Ms Madhu explains.

Interactive programmes

Chutti TV has also lined up interactive programmes to be beamed during the evening prime time. The channel said it is in talks with the advertising community and is aiming at more 'long-term' tie-ups with advertisers. The advertising community is 'excited about the channel', sources in the company said.

Sun TV Network at present has a bouquet of 18 channels, excluding Chutti. Asked whether the company plans to start children's channels in other languages, the sources said plans are afoot to start separate channels in Telugu, Kannada and Malayalam soon.