Mumbai: Leading entertainment and education company for children, ACK Media has decided to launch around 75 titles in its home video section.
“The home videos launched six months back have received good response. We started off with four titles and plan to take the tally to 55 by the year end,” ACK Media chief executive officer Sameer Patil said.
“The response has been very good as the content in animated format is Indian and in broadcast quality at affordable rates,” he said.
ACK media started with Tales of Shivaji, Birbal the Wise, Hanuman to the Rescue and Pandavas in Hiding under the brand of Amar Chitra Katha Animated Series.
This was followed by the launch of four titles under the brand Tinkle Junior targeting the kid’s edutainment segment with Ask About Animal Series, he informed.
“Our competition is not with the foreign titles as our content is entirely different (Indian epics, mythology, history, and fables). However, the local grey market continues to be an area of threat,” he said.
Though the kids segment is not tracked or easily sized, home video is roughly pegged at over Rs100 crore, which is growing at a steady rate of 30-40% every year.
“There are lot of similarities in distribution of magazines (our known and traditional product) and the CDs and DVDs. The difference is that the digital market is growing faster. The magazine market is bigger but the growth is slower,” he added.
Patil said: “Though currently the home video content is in English, efforts are on to come out with its Hindi and Tamil versions too.”
On whether the growing popularity of home videos would affect reading habit which is already on a decline among children, Patil replied in negative.
“Children generally prefer to read upto ten years of age. After that they want something more interesting and hence take to watching videos,” he said.
Besides home video, the ACK is also comping up with an animated movie.
“ACK Media is co-producing a film with Animagic studios. The movie Tripura: The Three Cities of Maya is designed and directed by Chetan Sharma. The movie will be shown on Cartoon Network later this year,” Patil added.