After the success of its Cartoon Network Channel, Turner International is launching a slew of initiatives to strengthen its new kids' channel 'POGO', which includes increasing Hindi content to 80 per cent by this year-end and having programmes in vernacular languages like Telugu and Tamil.

The children's entertainment market was witnessing a healthy growth and currently enjoyed a total advertising spend of Rs 100 crore (Rs 1 billion), Turner International managing director Anshuman Mishra told newspersons in New Delhi.

"The number of channels for kids are very few in India and we believe there is a huge untapped market. According to market figures, currently 20.1 million children are watching these channels in C&S homes," he said.

As part of brand-building exercise, the channel will be screening the popular movie 'Harry Potter and the Sorcerer's Stone' later this month and would be investing in cross-channel promotions, advertisement in leading dailies, trade magazines as well as in kids-specific publications.

POGO will also be targeted at adults, though in a limited way.

Launched on January 1, 2004 and distributed by Zee Turner Pvt Ltd, POGO offers programming from production, which includes Ragdoll Ltd, BBC and HIT International PLC.