It was an ordinary weekend cartoon marathon of Chota Bheem on Pogo for my 4.5 and 2 year old. The one day when they are allowed to watch TV for 1 hour. They had just sunk into the sofa and were glued to Bheem's antics when the first break came. And I heard the very familiar Jingle of the 'soon to start' serial of sony 'Dil ki baatein, dil hi jaane'. I say familiar jingle because the trailers have been doing the rounds for a month now and are very frequent. It is obvious from the promos that it is the story of the trials and tribulations of a family where the lady protagonist has cancer. The first time I saw it, It sent a shiver down my spine. After that, I started changing channels the moment I see that trailer. Having recently lost a dear friend to the terrifying C and having seen their struggle up close, I still shudder to see anyone face the ordeal.
Coming back to the Pogo screening of Chota Bheem, the ad of this serial came 3 times in the 4 minute commercial break. During the one hour of TV watching, the serial promo must've appeared at least 15 times. Finally my 4.5 year old asked me, " Why doesn't this aunty have hair?" "Why is she in the hospital?" "why is this man crying?" Generally I am quick to answer everything the kids throw at me but somehow I couldn't find the right words. I didn't know if my kids are old enough to know about the Terrifying C or they are young enough to stay ignorant of medical miseries.
I avoided the question and the kids moved on but my question to you and to the channels at large is, how justified is it to give such ads on kids channels. If I'm not mistaken then POGO is a 24 hour kids channel. They might be positioning themselves on weekends as a Family channel but that doesn't give them the right to give ads of soap operas. While I'm happy that an issue like the Terrifying C is being addressed within a TV serial, it goes to increase awareness. But what good is this awareness when spread on kids channels? For me, its not awareness, its trauma! Its the trauma of thinking aloud the misery that a family I know went through. Its the trauma of having my kids raise questions on a delicate medical issue. An issue they aren't equipped to understand at this tender age. An issue I wish neither my kids nor any kids of any family in the world have to understand at their age.
then what is the logic behind promoting your TV series on a channel meant for pre-schoolers and kids? What good is it fetching the channel if kids recognise and sing your music jingle? What purpose is it serving if toddlers are asking questions about the bald aunty being unwell? Sometimes awareness is very good but if it comes to this, then I say ignorance is bliss. Let my kids stay unaware for as long as they can. Let them not know about the problems and stresses of our modern day living. Why expose them to such terminology that frightens the living hell out of adults. My kids are not your target audience, then why target them with such things? They aren't your consumers but they are 'consuming' every bit of information you throw at them! Can the channel justify this? Can you let my kids be just that? ....kids....
Coming back to the Pogo screening of Chota Bheem, the ad of this serial came 3 times in the 4 minute commercial break. During the one hour of TV watching, the serial promo must've appeared at least 15 times. Finally my 4.5 year old asked me, " Why doesn't this aunty have hair?" "Why is she in the hospital?" "why is this man crying?" Generally I am quick to answer everything the kids throw at me but somehow I couldn't find the right words. I didn't know if my kids are old enough to know about the Terrifying C or they are young enough to stay ignorant of medical miseries.
I avoided the question and the kids moved on but my question to you and to the channels at large is, how justified is it to give such ads on kids channels. If I'm not mistaken then POGO is a 24 hour kids channel. They might be positioning themselves on weekends as a Family channel but that doesn't give them the right to give ads of soap operas. While I'm happy that an issue like the Terrifying C is being addressed within a TV serial, it goes to increase awareness. But what good is this awareness when spread on kids channels? For me, its not awareness, its trauma! Its the trauma of thinking aloud the misery that a family I know went through. Its the trauma of having my kids raise questions on a delicate medical issue. An issue they aren't equipped to understand at this tender age. An issue I wish neither my kids nor any kids of any family in the world have to understand at their age.
then what is the logic behind promoting your TV series on a channel meant for pre-schoolers and kids? What good is it fetching the channel if kids recognise and sing your music jingle? What purpose is it serving if toddlers are asking questions about the bald aunty being unwell? Sometimes awareness is very good but if it comes to this, then I say ignorance is bliss. Let my kids stay unaware for as long as they can. Let them not know about the problems and stresses of our modern day living. Why expose them to such terminology that frightens the living hell out of adults. My kids are not your target audience, then why target them with such things? They aren't your consumers but they are 'consuming' every bit of information you throw at them! Can the channel justify this? Can you let my kids be just that? ....kids....
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