Social Media: The interactive extension of Kids channels


Kids channels social media

With popular character-themed activities, DIY Projects and more, kids channels engage with audiences on social media this summer.

A summer under a pandemic-induced lockdown is not an easy experience for a child. Screens have replaced classrooms and they are spending all days indoors, not out of choice. It may still be weeks before children across the country get a chance to move about freely. Recognising an opportunity to engage with children, kids entertainment channels are running several social media activities to keep them hooked. They are focussing on video content to create and propel these initiatives.

These channels include Cartoon Network, POGO, Discovery Kids and Sony YAY. Two major themes across digital activations planned by these channels are DIY Projects and multi-platform interactions based on shows broadcasted by them.

Often, parents are included in the fold and the activities are based on the most popular offerings of the channel. Among social media platforms, Facebook seems to be the primary platform for these campaigns, presumably because the target audience is often parents are present there and kids rely on them for access to such initiatives.

The channels have been using the content & character gold-mine aptly, creating an integrated content plan.

Cartoon Network

Featuring characters from shows like Bandbudh Aur Budbak, Dexter’s Laboratory, We Bare Bears and The Powerpuff Girls, #CNHomeFun consists of art, craft and fitness related videos. The tutorials are themed in a manner that kids feel they are spending time with their favourite characters: Learn To Draw Dexter, Exercise with Ice Bear, Push Ups with Gumball and PPG Race DIY.

Cartoon Network: PPG DIY Racing Game

Here's a fun game you can play featuring your favourite superpowered sisters! #CNHomeFun

Posted by Cartoon Network APAC on Monday, 18 May 2020

The channel also shared some downloaded assets that parents can save and share with their kids for them to engage with, in creative ways.

They have to follow the rules and avoid those cones! If you've managed to get them home, share a screenshot with us or…

Posted by Cartoon Network APAC on Saturday, 13 June 2020


POGO launched the #WeForTheWorld initiative with on-air promotions as well as digital buzz. It was done with a video asset that concentrated on the sentiment of togetherness despite the distance.

Shaking the world with our smilesComing together all this whileKyuki hum saath to nahi lekin, hum ek saath to hai!Stand steady, the pack is all ready to attack, The world with loads of love, laughs and joy! :)#WeForTheWorld #PogoTV

Posted by Pogo TV on Saturday, 30 May 2020

Further, the campaign put forth activities for kids to partake in. These included Paper Cup Magic with Mr. Bean, DIY POGO Bookmarks and DIY Race with Grizzy and the Lemmings.

DIY Lemmings Bank

Lemmings ko chahiye bohot saare coins!Kyuki hum bana rahe hai DIY moneybank…jhatpat ready with paper, colours and somefun!Are you excited?Watch it here and follow to make one for yourself.Don’t forget to share the pictures in the commentsbelow.#PogoTV #WeForTheWorld #DIYLemmingsBank

Posted by Pogo TV on Tuesday, 16 June 2020

POGO also collaborated by Nidhhi Agerwal, an actor, dancer and gymnast for a project called #FunWithNidhi. Here, she talked to kids about creating cookies and sandwiches.

Bored with the same dal-roti-repeat?Give your taste buds a yummy break please! We’re learning to make a finger-licking, juicy sandwich with Nidhhi Agerwal. Follow along and share your sandwich pictures with us. #WeForTheWorld #PogoTV

Posted by Pogo TV on Friday, 5 June 2020

The channel also collaborated with a store, Kraft Affaires, to bring out Art & Craft Activity videos. Released thrice a week, they feature exclusive influencer-led content.

Karna hai kuch new try?Heyyyy, we got ya guys!Join Ms. Ketaki to learn how to draw alphabets in your name, the ‘interesting’ way… Come, gather up and stay tuned… there’s so much more to come! Kraft Affaires#PogoTV #FunTimesWithKetaki #WeForTheWorld

Posted by Pogo TV on Wednesday, 10 June 2020

Discovery Kids

Little Singham and Fukrey Boyzzz are two of the most prominent shows Discovery Kids leverages for social media content and activities. The channel often shares clips of these shows as promotional videos.

On the engagement front, they have been sharing videos with scenarios from the show, prompting kids to use the downloaded colouring sheets (provided in comments) for being a part of the narrative in their own unique way.

DIY Artwork – Super Choocha

Chooche ka Chooperhero banne ka sapna finally hone wala hai pura. Par Bholi ne iss opportunity ko use karke uda diye hai Chooche ke rang. Grab your colouring kit and help Choocha fulfill his dreams. Follow the reference to colour the image and flaunt your talent through this unique DIY Artwork. Also, don't forget to watch #FukreyBoyzzz, every day, at 1:30 PM and 7:30 PM, only on #DiscoveryKidsIndia.

Posted by Discovery Kids India on Tuesday, 2 June 2020

Helping kids work on DIY projects is also a part of the mix. It is done with the help of short videos detailing the process in a step by step fashion.

DIY Artwork – Whirlgig

#LittleSingham aur Babli ke paas hai ek unique gift jisse woh Lattu ko karne wale hai surprise. Kya aap bhi enjoy karna chahte hai iss colourful whirlygig ke saath? So get ready to make this fun DIY whirligig and gift it to your friends. Also, don’t forget to watch the exciting episodes of ‘Little Singham’, every Monday to Friday at 11:30 AM & 5:30 PM on #DiscoveryKidsIndia

Posted by Discovery Kids India on Monday, 1 June 2020

Also Read: Mondelez India nudges kids, parents to have fun #AtHomeWithOreo

Sony YAY

Sony YAY is using their social media presence to put forth a curated line-up of experts as part of YAY! Summer Camp. These experts feature in educational videos meant for kids.

Art genius Lalon has been roped in by the channel to create a special DIY video series spanning 10 digital workshops that are released every Sunday.

Art & Craft Workshop with Lalon | Ep. 6 | YAY! Summer Camp | Workshop for kids

Art & Craft with Lalon- Episode 6:A perfect 'Diamond' as a gift for your friends when they call you for their birthday party is right here! It's simple to make and your friends will love it, so do try it! #YAYSummerCamp #KidsWorkshop #DoItYourself #ArtAndCraftWorkshop #StayHome #StaySafe #MaskMaking #MakeYourOwnMask #Lockdown #WorkshopsForKids

Posted by Sony YAY on Monday, 18 May 2020

The channel is also running a Yoga workshop series with Snehal Garg.

YAY! Summer Camp | Yoga Workshop with Snehal | Workshop for kids

Yoga is very important for kids too! So here's a small session of easy Yoga poses for kids by expert Snehal Garg! Pose, breathe, do Yoga! #YAYSummerCamp #KidsWorkshop #DoItYourself #KidsAtHome #HomeWorkshops #YogaForKids

Posted by Sony YAY on Monday, 18 May 2020

In sync with the theme, Storytelling, Zumba and Science workshop videos have also been put up by the channel.

These videos are a part of the channel’s larger summer campaign, ‘What’s Your Summer Plan?’. Leveraging multiple touchpoints, the channel is amplifying this content on video-on-demand communities on YouTube, Facebook, Instagram and JioTV.

To sum up

Entertainment channels catering to kids are trying their best to stay relevant to the journey of their target audience through the lockdown and the summer season. Common themes across efforts include educational and DIY content.

The channels have leveraged their most popular characters to create content. With the help of expert influencers, they have created original content as well. There is a strong focus on audio-video content for it is easier for kids to gain access to such content.

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