Television

Hungama TV clocks its highest ratings; 'Doraemon' & 'Shinchan' key drivers

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MUMBAI: Hungama TV has scored big yet again! A notch higher, the channel now boasts of the maximum ratings ever with 182 GRPs for week 39 (24-30 September), marking a good leap from the previous week of 155 GRPs, for the target group CS 4-14 ABC in all Hindi speaking markets. 

The market share for the same period for Hungama TV is pegged at 29 per cent, as the key properties giving an impetus to this growth are Doraemon and Shinchan together contributing 105 out of 182 GRPs, according to the latest data from Tam. 

The oldest player in the market Cartoon Network however, seems to be trailing behind with 139 GRPs and a share of 23 per cent. A later entrant from the Turner stable, Pogo has scored 104 GRPs with a 17 per cent share for the mentioned period. While the market shares for the other kid's channels in India - Disney Channel, Toon Disney and Nickelodeon follow in the order outlined.

Hungama TV also claims to have occupied the leadership position in this space for three consecutive weeks, spanning 10 - 30 September 2006, for the weeks 37-39 among both boys and girls, older (10-14 years old) and younger (4-9) kids alike.

But the little 'gun slingers' seem be more glued to the channel as the ratings for boys have in fact shot up by 25 per cent, while the ratings for girls have dropped by 4 per cent over the previous week.

The month of September appears to be a prosperous one for the channel as it has seen a ratings jump of 14 per cent from August where it had received average GRP's of 133, says a channel spokesperson.

What's interesting is that among the two key properties that thrust the channel ahead, Doraemon's GRPs have increased by 43 per cent over the previous week from 37 to 53 (week 39). Meanwhile, Shinchan has also jumped from 48 to 52 GRPs with a margin of 8.3 per cent.

It is however, the little boys that seem to be the drivers of this success, as 78 per cent of viewing comes from boys and 22 per cent from girls. Also, 4-9 year olds contribute to 58 per cent of viewing while 10 - 14 year olds harvest 42 per cent.

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