Chhutti Chhutti - T V Series
Targeting launch within the second quarter of this year, each of the three entities will have content that will be further customized to the given region, says Chutti TV programming head Priya Madhusudan.
Chutti TV (which means naughty in Tamil), the first of the kids ventures, will hit the airwaves tomorrow (29 April). The four kids channels under the Sun Network will each have a distinct identity addressing topical regional issues. The core focus for primetime viewing (4.30 - 9 PM) will be a mix of Internationally acquired action cartoons, followed by locally produced live action shows like talent hunt shows, chat shows in a 60:40 ratio. These will be produced by in house teams as well as private producers.
Currently, the only dominant player in the regional arena is Toon Disney with Tamil and Telugu feeds. So what then will differentiate Chutti TV from its regional counterparts?
It was surely a bold move made by Disney to enter the regional game, but with the mammoth Southern network entering the fray the days ahead are bound to be action packed.
"We would like kids to break out of this 'couch potato' culture and will have yoga and dance shows in the mornings and a Bharatnatyam learning module, a dance form popular among young girls, in the evening." The show will not only teach steps and mudras but will also educate kids about its history and legends. The idea is to incorporate interactivity and make for active viewing.