In the following interview with ttvnews, CEO Manoj Mishra explains how Powerkids is adapting to new trends in kids’ content, offering a catalog of titles that are interactive and educational, and promote diversity, education, inclusion and social responsibility.
Today’s modern kids are more tech savvy than ever, more informed and more connected, and thus demand a different type of entertainment than maybe other generations used to watch, one that’s more in tune with their feelings and ideals.
Aware of this new reality, kids’ content creator and distributor Powerkids is adapting to emerging trends in children’s entertainment, creating interactive and educational productions promoting learning, diversity, and sustainability, with a focus on franchise development, responsible collaborations, and engaging short-form content.
In the following interview with ttvnews, Manoj Mishra, Chief Executive Officer and Managing Director of Powerkids, talks about how his company has put together a catalog of digital and interactive titles, which highlight core values such as diversity, education, interactivity, and social responsibility.
What is your current outlook on the kids’ content industry? What do you believe will be the main trends in terms of genres and productions for 2025?
The kids’ content industry is experiencing significant growth and transformation. Diversification of characters is a key trend, with a focus on representing diverse backgrounds, abilities, and cultures. This shift is driven by the demand for more inclusive and relatable content.
Education and entertainment are converging, with a growing emphasis on STEAM education, digital literacy, and social-emotional learning. This integration is expected to continue with the global digital content creation market.
The industry is also witnessing a rise in interactive content, with the increasing popularity of podcasts, video platforms, and immersive experiences like virtual and augmented reality. Furthermore, now complex plots are getting more liked by kids. Manga, Anime are getting a lot of popularity.
Overall, the kids’ content industry is evolving to meet the changing needs and preferences of young audiences, with a focus on diversity, education, interactivity, and social responsibility, and it will be going to be the genres for the production.
What are the main challenges of producing kids’ content today? What do you look for when it comes to selecting projects for your catalog?
Producing kids’ content today comes with several challenges. These include evolving audience preferences, increasing healthy competition, and ensuring diversity, equity, and inclusion. Additionally, producers must comply with regulatory requirements, balance education and entertainment, and address safety guidelines, privacy laws, and age-related content restrictions.
Addition to that advertising rates are shrinking and moving from traditional to digital, while broadcasters are allocating smaller budgets, their scope of commissioning is getting reduced making it increasingly difficult to produce high-quality content. Furthermore, the rise of co-productions involving multiple territories has added another layer of complexity, as creators must now navigate the nuances of cultural alignment across different regions.
The fragmented distribution landscape, driven by the rise of digital platforms, complicates securing deals and managing rights across regions. Additionally, platforms increasingly demand exclusivity, which can limit the content’s reach and complicate negotiations. This exclusivity often requires content creators to choose between broader distribution and higher revenue from exclusive deals, adding another layer of complexity to the distribution strategy.
Which are the star titles from your current catalog for the international market?
Adventures of Akira & Mowgli: The highly anticipated spin-off of The Jungle Book. This franchise from Powerkids Entertainment has witnessed an exhilarating journey. Being aired by the top tier broadcasters in over 160 countries worldwide, the franchise has established an impressive global footprint and a loyal fan base for itself, helping it to become a top-rated series in various countries across Europe, MENA and Asia Pacific regions. The franchise’s popularity soared even further after it started streaming across Powerkids’ YouTube channels, amassing an astounding 26+ billion lifetime views and 2+ billion watch hours.
PowerKids revealed partnerships with industry leaders like BeIN, De Planeta, Telegael, Twelve P to co-produce and distribute this unique series. With these global powerhouses on board, Adventures of Akira & Mowgli is set to captivate audiences worldwide.
The book has opened yet again and only this time we read through those pages which narrates the tales of Akira, girl from the nearby village who accidently lands in the thickets of the mighty Seonee jungle and finds herself in the jaws of Shere Khan the tiger. Mowgli is pretty amused by the sight of Akira but Baloo and Bagheera already know that with Akira’s footprints in the jungle, it is going to be double trouble, captured in a brand-new action-adventure series called Adventures of Akira & Mowgli.
Young Achiever’s – Raiders Quest: This series is co-produced with Sony, beIN, Telegael, Nexus Tv is the next big globe-trotting adventure, with kids from across the globe coming together to fight a rogue AI.
The genie is out of the bottle. Rogue AI has been unleashed upon the world like, world-at-risk-of-extinction. Hence, the creation of the Rogue AI Detection + Emergency Response Service (RAIDERS), the newest, most crucial international agency in the world… and what they need are recruits! The Young Achievers is part of the global effort to counteract the destruction of these forces and is capable of training elite teams of highly specialized and skilled youngsters whose open minds are most receptive and adaptive to new technologies.
Dragonero (Tales of Paladins): Coproduced by Sergio Bonelli Editore, RAI and PowerKids, this 26 x 22 minutes fantasy, action, comedy TV series is targeted to kids ages 7-12 years and revolves around the escapades of three friends who are on a mission to save their fantasy land, Erondar. The show is based on best-selling comics, ‘Dragonero’ from Sergio Bonelli Editore created by Luca Enoch and Stefano Vietti, which has already sold millions of copies worldwide.
This series is based on the super successful comic from Sergio Bonelli follows the path of three friends who take on the evil sorcerer to save their beautiful world. A classic adventure story with elements of comedy, action, and fantasy, a winning formula irrespective of territories. The universal themes like friendship, fun, and teamwork work brilliantly that can resonate with viewers of all ages, adding depth to the series backed by impactful writing. The second season is presently in production.
Little Mowgli: The Rumble In The Jungle: Resonating with the success of Jungle book and working out a plan to bring back success of the brand, we want to extend this franchise with a brand-new version of jungle book showing Mowgli as a child (Little Mowgli) in a 52*7.5 min version.
Unlike older generations, who accessed content solely on linear TV, having content available whenever-wherever they want is the norm for kids today. How do you think the streaming evolution has changed the business of how kids content is distributed?
The trend of younger viewers preferring streaming content over traditional linear TV is driven by their desire for choice and flexibility in what and when they watch. The COVID-19 pandemic accelerated this shift, with demand for children’s streaming content rising by close to 50% compared to a significant increase for all types of streaming content.
The streaming evolution has profoundly impacted the business of kids’ content distribution, transforming the way children access and engage with entertainment. With the shift from linear to on-demand viewing, kids can now watch their favorite shows anywhere, anytime, and streaming platforms enable content creators to target specific age groups, interests, and demographics. This targeted approach, combined with global reach and accessibility, has opened up new revenue streams and enabled content creators to refine their strategies using data-driven insights. However, the streaming market has also become increasingly crowded, raising concerns about piracy and content protection, and forcing traditional broadcasters to adapt and evolve. As the landscape continues to evolve, content creators, distributors, and broadcasters must innovate and remain competitive to meet the changing needs and preferences of young viewers.
In this regard, which platforms and territories do you currently work with? Which regions do you believe have the biggest potential for your content to grow in?
We currently working with various platforms and territories worldwide. In terms of growth potential, we believe the US and European markets hold significant promise.
How do you see kids’ content and younger audiences evolving in the coming years?
The future of kids’ content is poised for significant transformation, driven by emerging technologies and shifting consumer behaviors. Immersive experiences through Virtual Reality (VR) and Augmented Reality (AR) will revolutionize storytelling, while AI-powered content creation will enable personalized narratives. Diversity and representation will become the norm, promoting empathy and understanding through inclusive content. Interactive storytelling, educational entertainment, and virtual influencers will also shape the landscape, providing engaging and informative experiences for young audiences. As technology continues to evolve, kids’ content will adapt, integrating seamlessly across platforms, devices, and media to create a cohesive and immersive experience.
