'Little Singham' drives Discovery Kids to second spot in kids genre

Mumbai : Animation series "Little Singham", launched by Reliance Animation and Rohit Shetty Picturez in collaboration with Discovery Kids, has driven the television ratings of the channel, taking it from the number 7 spot to the second position in the children's entertainment genre.

The show, inspired by super cop brand and Bollywood blockbuster "Singham", was launched on April 21, and targets children in the age group of 5-11 years.

The TV rating of the channel almost doubled since the launch of the show and it is continuing its rise over the last two weeks, according to data by the Broadcast Audience Research Council (BARC).

The launch of "Little Singham" helped the channel increase its reach to 24 million and the channel also garnered the second highest time spends of 111 minutes per viewer in the children's entertainment genre in Week 17 as per BARC data, read a statement.

"I'm ecstatic that the kids have loved and accepted Little Singham wholeheartedly. The success of this series has taken me a step closer to being a part of more such special content for the kids," said the show's producer and mentor Rohit Shetty.

Shibasish Sarkar, Chief Operating Officer, Reliance Entertainment, added: "This animation series has set a completely new benchmark and has been immensely loved by the kids. All thanks to Rohit who mentored the series in such a fantastic way that it has reached new heights."