Turner International on Monday announced the launch of its first kids' channel -- POGO -- in India and said it aims at empowering young minds with a sense of ownership.

"POGO is a first for Turner, not only in India, but for Turner Broadcasting worldwide. It will strike a healthy balance between good quality kids' entertainment and safe environment that encourages learning for our very young viewers," Anshuman Misra, managing director, Turner International India, told a press conference in New Delhi.

The 24-hour English language channel would be beamed from Junuary 1, 2004 joining Cartoon Network on the Zee-Turner bouquet to offer multi-genre programming for Indian kids and their families, he said.

"The channel will enhance our offering to advertisers, distributors and most importantly, appeal to our viewers," Misra added.

 "POGO with its unique mix of internationally recognised shows that are clever, entertaining and fun will open a whole new viewing experience for kids, empowering them with a sense of ownership," Ian Diamond, senior vice president and general manager, Turner Networks Asia, said.

POGO would be broadcast via the PAS-10 satellite to offer prgramming from production companies including Ragdoll, BBC and HIT Entertainment, Diamond added.