M.A.D. (Music, Art and Dance)

TV Kids
Weekly, August 5, 2008

ORIGIN: Based on an original idea developed at
Turner International India.

DISTRIBUTOR: Turner International India

TV SHOW: M.A.D. is an original series for POGO, Turner’s
24-hour children’s channel available on platforms across India. M.A.D. is currently in its fifth season,
targeting 8- to 12-year-olds and their families.

The
award-winning series stimulates kids to learn and discover the world through
fun and exciting activities and encourages them to realize their passions
outside the classroom. Delivering an off-the-wall, interactive journey for its
young viewers, the show blends information and educational elements with a dose
of entertainment. It is hosted by Rob, who is a post-graduate from the prestigious
National Institute of Design in Ahmedabad, India.

“Simplicity is
the show’s biggest plus point,” notes Maya Rao, the creative director of
original productions at Turner International India, on the series’ success. “The
way the show is shot has a ‘mad’ feel and twist and Rob too has been styled to
sport a casual, friendly, your elder brother from college look, and hence comes
across as an approachable host.”

Rao adds that
the show’s appeal to kids over the years has been rooted in its emphasis on “teaching
new styles, techniques, ensuring that the popular big picture segment at the
end is a big draw and trying to execute it in a manner which adds to the wow
factor.”

EXECUTIVE
PRODUCER: Indian
production house Miditech

COMMISSIONING
BROADCASTER: POGO

MAJOR TOY
LICENSEES: M.A.D.-branded products are available across
four key categories: publishing with BPI; art kits with Far East Promotions;
stationery and novelties from Mitashi; and home entertainment (DVD, VCD, etc.)
with Moser Baer. There are more than 150 products available in the market, Rao
says. Plans are in the works for M.A.D.-branded toys.

STRATEGY
FOR ROLLOUT: POGO was
exclusively created for the Indian market by Turner. This multi-genre channel
encourages kids to “Dream Bigger, Play Smarter, Think Louder and Bounce Higher.”
These principles form the basis of POGO’s programming and content strategy.

As part of its
focus on original content that speaks to local viewers, POGO rolled M.A.D. out as India’s first music, arts and
dance show that encourages kids to discover their hidden potential and promote
their imagination. Rao explains that the formula could be equally successful in
some of Turner’s other international territories. “We believe M.A.D. has great potential and having created
a bible we are exploring format opportunities in other markets."