Hungama TV claims second position in kids genre

MUMBAI: It has been seven months since the Ronnie Screwvalla promoted media company UTV launched its kids channel Hungama TV. The question on everybody's mind is how the channel has been faring and whether it has been able to make inroads into Cartoon Network while warding off other new entrants - Animax and Disney.


Well the channel has put out data claiming to be the number two channel in the kids genre. In a span of seven months, the channel has stated that it has managed to attain the number two position with the channel share at 15 per cent , with reach at 28 per cent and TVRs at 0.20 (Tam, SEC ABC C&S, 4-14 years, 17– 23 April 2005, All Hindi Speaking Markets).

The channel states that this position has been achieved because kids want to see a channel that is made in India with original content, Hungama TV is also at the No. 2 position in the prime time band i.e. 4 - 8 pm from Mon- Thu and on weekends overtaking Pogo.

Channel TVRs Channel Share Reach GRPs
Cartoon Network 0.76 59 44 255
Hungama TV 0.20 15 28 66
Pogo 0.18 14 21 62
Disney Channel 0.10 8 14 33
Nickelodeon 0.04 3 9 13
Toon Disney 0.020 2 6 7
Animax     2 0

The ratings also revealed that kids enjoy the programme mix offered by Hungama TV i.e. game shows, live action program and animation. Hungama TV has four of its programmes above the 1 TVR mark. Shows like Shaka Laka Boom Boom, a live action show which entails a story of a magic pencil that does wonders for a kid, leads the on air success with a TVR of 1.43, followed by the mad and messy game show Gol Gol Gullam with a TVR of 1.18, Tiger had a TVR of 1.10. The animation series Ultimate Book of Spells had a TVR of 1.08.

UTV CEO Ronnie Screwvala said, "We've always maintained that content drives viewership, and local content drives even higher viewership. The Tam data is an endorsement of our conviction that this 4-14 age group segment is the fastest growing audience and will remain so for the next 3-5 years when it grows into one of the largest segments. Our audience endorsed that local language programme and the right mix of animation live action and movies is a great offering."

"The kids segment is also a very strong pay driver to collect revenues from subscribers. The pester power is a double whammy for us as it will be a strongest pull factor for advertisers looking at this segment with interest, and the same will work for subscribers paying to cable operators. Innovative marketing initiatives, strong distribution network and aggressive sales targets have contributed towards creating Hungama at Hungama TV".

Hungama TV programming head Zarina Mehta said, "This is an excellent base for our take off to leadership position. We have a slew of new programmes including Sonic X, Doraemon in animation and our own Shaka Laka Boom Boom and Hero in live action. Our properties like Full Toss and Gol Gol Gullam are gaining in popularity and our large ground events are creating Brands of our game shows".

As a part of its strategy to consistently provide kids with a slew of surprises, Hungama TV brings Holiday Hungama for its kids this summer. The popular gully cricket gameshow Full Toss where kids get to play the game with their favourite cricketers, is presently on ground. Full Toss Cricket Hungama Series is taking place across 10 cities, with the mega final scheduled in Mumbai on 15 May. This is presented by Rasna Juc Up.

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