UTV hopes kids channel creates Hungama

MUMBAI: Ronnie Screwvalas UTV Software Communications, which is launching a kids channel through its recently floated subsidiary United Home Entertainment (UHE), has finally homed in on a name  Hungama.


Detailing the funds route for Hungama, Screwvala said UHE proposed to raise Rs 750 million through private placement for which Lazard India had been appointed as fund managers. The remaining Rs 250 million would be equally shared between Screwvala himself and UTV (Rs 125 million each). Screwvala holds a majority 51 per cent stake in UHE while UTV holds the remaining 49 per cent equity.

Screwvala said UHE was on target as far as its proposed August launch of Hungama was concerned. Contentwise, the channel would be 90 per cent live action and only 10 per cent animation, Screwvala said.

As far as the distribution platform is concerned, UTV is talking to three players - Star, Sony and ESPN Star Sports. These three happen to be the same platforms that Disney is in talks with as well. The difference with Disney, however, is that it is in talks with Zee-Turner too. Information available with indicates that Disney will finalise its distribution partner by July.

As for Hungama, there are three distinct prime time bands that have been identified. The 9 am to 11 am slot is targeted at two-and-a-half to five-year-olds, the 1:30 pm to 3:30 pm band for 4 to 8-year-olds and the 4 pm to 7:30 pm slot for 8 to 16-year-olds.

Queried as to what would constitute the pre-schooler segment, he said it would be mainly muppet and puppet-based shows that would keep in mind educational requirements as well.

Screwvala says UHE finally settled on Hungama after shortlisting eight names. The name came up tops through polling among a sample group of 3,800 kids and 1,200 mothers from across 15 cities (13 Hindi-speaking, Hyderabad and Chennai).

Detailing the pre-launch promotional plans for Hungama, Screwvala said a 15-city roadshow would kick off end-May for a Hungama board hunt. One kid from each city would be chosen as a member of the board of the channel and would be responsible for routing feedback from their individual cities as to how kids were responding to the channel. Screwvala stressed that this was not some gimmick but what the kids had to say would be taken very seriously, so much so that every quarter the kids would represent their cities at the hungama board meeting.

The chosen 15 would have their own websites through which they would be interacting with other kids.

Latest Reads
US$ 4.5 bn expected from IPL rights; SC recommends accounts scrutiny

The Supreme Court on Friday froze all financial transactions between the BCCI and state cricket associations by directing the apex body not to disburse any funds till it resolves to abide by the Justice RM Lodha panel recommendations on reforms by 3 December . The top court ordered that none of...

Television TV Channels Sports
TVS Tyres is co-presenter for Asian Champions Trophy 2016

Continuing its strong connect with sports, TVS Tyres has associated with Asian Champions Trophy 2016 by becoming the co-presenter. The Asian Champions Trophy is one of the premier hockey tournaments, a much sought after annual international competition promising some great hockey action. This...

Television TV Channels Sports
Q2-17: Zee Learn declares maiden interim dividend

The board of directors of the Essel group’s education company Zee Learn Limited (ZLL) have declared a first time ever dividend of 5 percent per equity share of Re 1 each for the quarter ended 30 September 2016 (Q2-17, current quarter).

Television TV Channels Factual & Documentary
Whether BARC action can stop unethical practices?

Whether businesses and industries practice their art of selling fairly although they have 'Fair Practices' training during the academic courses, workshops and several ISO and other certifications? There seems to be the fear of the lawman, and not the law in India.

Television TV Channels Viewership
TV Superhighway: beIN, Yaddo, AfricaXP have joined us, says Magine CEO Ambuj Goyal

CANNES; Magine has secured partnerships with four of the industry’s most exciting sports, documentary and entertainment content providers. Partnerships with beIN, the international media group and owner of MIRAMAX; Yaddo, the new documentary streaming service headed up by former head of The BBC’s...

Television TV Channels Factual & Documentary
Colors emerges strong on strength of Naagin I & II

MUMBAI: One of the top rated shows Naagin Season 2 helped Colors reach a top-ranking position.

Television TV Channels GECs
Pakistan Broadcasters Association to oppose PEMRA Indian content ban

MUMBAI: The Pakistan Electronic Media Regulatory Authority (PEMRA) shocked both Pakistan and Indian broadcasters when it issued an order blanking out  all Indian content from Pakistan’s television channels on 19 October.

Television TV Channels GECs
Sony Pix to telecast 'Jurassic World' on 22 October

Sony Pix will take the viewers on a thrilling, adventurous journey with cloned dinosaurs in their Billion Dollar Premiere property. The channel plans to air Jurassic World on 22 October at 1 pm and 9 pm.

Television TV Channels English Entertainment
Sony AXN scripts deal with Pinewood; buys stake in SVOD service Hopster

Folks at Sony Pictures Television (SPT) are in a celebratory mood. Not only has it signed a six-series deal with Pinewood Television but has also acquired a minority stake in the London-based video subscription service for kids content - Hopster.

Television TV Channels English Entertainment

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories