Hungama TV banks on animation content; Mehta to spearhead programming

MUMBAI: UTV's Hungama TV has acquired a host of new Japanese and French animated series to strengthen its various time bands. The channel has also tweaked some of its existing shows into dailies, feeling that such formats are more successful.

As part of the new plan, UTV creative director Zarina Mehta, who is also its founder director, has taken up as the head of the channel's programming. Mehta took over her new role with effect from 1 March, 2005.

The post of Hungama TV programming head has been lying vacant ever since Shalini Rawla quit in July last year. Recently, Hungama TV COO Purnendu Bose recently quit the company to join SaharaOne as COO. He was handling the programming responsibilities of UTV kid's channel.


Speaking exclusively to, Mehta says that there's a whole lot of new programming content lined up on the channel, which will strengthen the critical time bands like the 6 - 8 pm band, the 4 - 6 pm band and also the 10 am to 1 pm time band.

"Our focus will be to position ourselves as a general entertainment (GEC) channel for kids and we will be looking at providing them with what they want," Mehta says.


While earlier the channel had very few animated programmes, it has recently acquired a slew of Japanese animated content. In the 4 - 6 pm band, Hungama TV will have three new shows - Sonic X, Yugi Oh and Doremon. While Sonic X is the story of the fastest hedgehog, Yugi Oh comes from the creators of Pokemon and is currently the number one kids show in the US. Doremon, touted as the Mickey Mouse of Japan, is the story of a 'cute cuddly' cat who is always ready to be of assistance to a young boy.

"The 4 - 6 pm band is when kids from the age of 9 - 13 years have control over the TV remote. These are some of the world's best animation, and we hope to up our ante through these," says Mehta.

Mehta is also looking at strengthening the 6 to 8 pm live action band on the channel by tweaking a couple of shows into dailies. Two of the existing fiction shows and one new fiction show will be turned into dailies, which will have elements of fantasy, comedy and good winning over evil, she informs.

Apart from that, the Sunday programming lineup will see a huge amount of activity on the live action non fiction shows. Ground events and contests circling around the shows Gol Gol Gulam and Full Toss will be the order of the day on Sundays. Towards the end of April, a contest to find the next young cricketing star will take off. The interactive contest built around Full Toss will see its climax in October.

Now coming to the 10.30 am to 1 pm time band on the channel, which is when very young kids monitored by their mothers hook on to the television, Hungama TV has lined up a mix of live action and animated content for this time band. Three times Emmy Award winner for the Best Kids' show Arthur will be brought on. Apart from this, the French animation show Martin Morning will also be aired.

As far as the movie band is concerned, the company has brought on board the Aamir Khan starrer Dil Chahta Hai, which will be aired around the end of April. This movie is part of the 30 movie deal that UTV had entered into with the Star Network.

The much successful Captain's Hunt, which saw participation from almost 1,500,000 kids last time round, will be initiated again towards the end of April.

Mehta also informs that Hungama TV will be planning a whole lot of promotional activities in the near future to promote their new programming line up, on-ground activities and contests.

Over the last 15 years, Mehta has been responsible for the start-up and creation of some of UTV’s major divisions and has produced over 3500 hours television programming including Shanti, Saaya, Style!, Sea Hawks and Shagun. She has also been instrumental in introducing and conceptualising some landmark shows for children including: The Mathemagic Show and Amar Chitra Katha on Doordarshan; Snakes and Ladders, Junglee Toofan Tyre Puncture and Hip Hip Hurray on Zee TV; Shaka Laka Boom Boom and Shararat on Star Plus.

Latest Reads
CNNMoney new section will be about the fastest growing economy; MoneyStream app launched

MUMBAI: Attracting 1.8 million average monthly page views, witnessing a 37 per cent growth in video consumption and 16 per cent in unique browsers month-on-month from India in less than a year’s time is not smooth. In its ambitious plan of global expansion, CNN Digital is leaving no stone unturned...

Television TV Channels News Broadcasting
Content a 'Game of Thrones'; AT&T's control over HBO, Cartoon Network, Warner Bros faces regulatory lens

The global media landscape is resulting in a new juggernaut as an internet and cable behemoth yesterday purchased an entertainment conglomerate making the former unmatched in its size and reach to consumers through home broadband, smartphones, satellite television and a battery of movies and cable...

Television TV Channels English Entertainment
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?

MUMBAI: Can businesses and industries practise their art of selling fairly although they have 'Fair Practices' training during academic courses, workshops and several ISO and other certifications? There seems to be the fear of the lawman, and not the law in India. If the traffic cop is watching,...

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

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories