Sun Network launches Chutty T.V on Sunday

By: Settu Shankar
Friday, April 27, 2007
Sun Network, the pioneer for many happening in the media world and the world's third largest Television Network will launch the first ever 24 hours Cartoon Channel in Tamil in the name of Chutti TV. The Network announced that it will be a free channel for a few months. The kids channel will be aired from Sunday, the 29th of April 2007 with a tagline 'Ithu Enga Area' (this is our privileged area), a real enjoyment to the kids during the hot summer.

According to the press release from Sun Network, Chutti is the only exclusive Tamil kids channel designed for children-their lives, loves, hopes and most importantly, their sense of fun. There is no need to say the target audience of the channel are kids between the ages of 2 and 14.

'While that is the primary audience, it is for the 'Chutti in all of us' and hence is sure to attract the audiences with a host of programmes with fun at the heart of it all...' says in the release.

The programme chart of Chutti looks pretty impressive. Chutti's programming strategy is simple: 'Sunrise to Sunset with Chutti' where the channel literally wakes up at 6.30 a.m and goes through the day with the child through his/her waking, watching and sleeping hours (of course, Chutti works 24 by 7). 'Good morning Chutti' is the first programme of the day and there are programmes like Yoga, Dance, Bharatha Nattiyam training, besides the entertainment shows.

The CEO of the Sun Network Sacks told us: 'Chutti TV has been launched with a strategy of 'holiday viewership' which will evolve accordingly as schools re-open and again around exam time and the weekends too, thereby always keeping the child audience at the core of its program play. There are a lot of entertainment programmes like world class premium action cartoons, the adventures of Jackie Chan, Godzilla, the hilarious action comedy Stunt Dawgs; block buster movies like MIB are a few things in the line-up of Chutti for the kids.

The USP in Chutti TV international shows will be that all these international hit shows will be adapted in the Tamil language and nuanced with a local flavour rather than the 'dub and run' strategy generally followed by kids channels with regional language feeds.

Audiences can also expect to catch the Talent Hunt Show in South India 'Kids Kiladees', the wildest comedy show 'Chutty Looty', the rock and roll ride Galatta Katcheri, a honest talk show for smart kids Chutti Chat, on the spot challenge shows like Chutti Challenge, Phone in shows for kids like Hello Chutti and Chutti Mandrams (clubs) for healthy debate between parents and children in the channel...' The Channel has also planned a programme Chutti Topper, a career guidance to pilot the path of children into their future.

Already there are 5 prime channels: Cartoon Network, Pogo, Walt Disney, Animax and Jetix are entertaining the kids with international shows. But compared to these channels, Chutti is a desi channel in a regional language that will ensure its success.