eToonz is currently the only kids channel to be based in South Africa following the discontinuation of M-Net's K-TV and StarSat's (formerly Top TV) Top Kids channel. The brand is currently operated by eMedia Investments on the free-to-view Openview platform.
eToonz doesn't offer original content but its free-to-air status deems it reliable but some consumers mainly children with shows like Thomas And Friends, Peppa Pig and Bob The Builder for preschoolers while older kids get Power Rangers, Winx Club and Dawn Of The Croods.
Since its inception to the market, eToonz hasn't gotten much praise as consumers complain about the bulk of rehashed content on e.tv and the content which is exclusive can be tiresome not because of the content in general but how the general chooses to rollout content.
eToonz is not the only kids channel in the globe to rollout on a 24 hour basis and have less weekday programming even China Central Television (CCTV) CCTV 14 roll out content in that form while other brands found on pay platforms will roll them out 5 days a week.
Despite the outcome of the channel, it happens to be the least watched or underrated brands amongst eMedia's stable that it's hardly spoken of in annual results and its also one of the longest running channels beside eMovies while eNCA is registered under their pay company e.Sat.
All the details presented make it seem like an underachiever but what if there was more reasons the channel is still on and getting content what if eMedia found another way to determine its performance in the market even without DStv.
In the United States, a general entertainment channel like HBO can pull 5 million viewers while kids brand like Cartoon Network can generate almost half a million viewers. Could that be the case for most kids brands in South Africa particularly eToonz I mean Cartoon Network generates over 300000 views a month?
Most consumers that watch TV are adults as they are the ones paying for these devices and not all of them have children and ones that do either let them hog the screen for a limited time while others are doing basic kids stuff like playing outside or finishing up schoolwork.
Taking that to account, eToonz is performing at max capacity or at least for most kids stations if anything it being regional clouds it from its full potential and with DStv it kind of helped eased the burden.
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