Hungama TV is in the midst of launching one of the bigger bets that we have seen from the channel in a while. Coming on December 12, 2005 is a new interactive dramedy, which is planned as a 15 minute show on weekdays in the 7.30 pm block. The channel has tied up with Mobile2win for the show and has earmarked Rs 1.5 crore as the marketing budget for ‘Sanya’ alone.
Zarina Mehta, Programming Chief of the channel, is excited about the new show. “It has never been tried on any channel before and hence, presents a challenge and an opportunity to present something truly interesting and innovative for our viewers that they can be a part of.”
Another first from the show is the sponsor ‘Sun Silk’ who was barely seen on any kids channel prior to this. The show revolves around 17-year old Sanya, who due to her friendly nature falls in a predicament by the end of the second last episode of the week and has two solutions to tackle the problem. The voting begins at the end of this episode and ends at 1.00 pm the next day. By 2.30 pm on the day, the channel closes the voting process and has a clear idea of the solution that receives the maximum votes. The channel plans to pre-shoot episodes of both the solutions and plays the one with the larger votes.
The theme of the show is ‘What to do – Kya Karoon’. “The problems are the ones that would touch almost anyone and brings the universal appeal in the show. We have SMS voting, tele-voting and online voting too,” said Mehta.
An area that the channel is really focussing on is the marketing front. At present the channel has ‘Sanya’ promos running on heavy rotations. The show is promoted cross mediums – from TV, cable and theatrical to print, on-ground and outdoor as well. The TV ads in addition to Hungama will be seen on the STAR Network as well.
In print, apart from the regular press ads, the channel has tried various innovations with strip ads in Mid Day, a story telling section in The Telegraph, a monthly planner is done in DNA’s YA section, which has been re-branded as ‘What To Do’, based on the show’s theme from the ‘To Do’ tag that is presently has. Various other innovations will also be seen in the kids’ publications as well.
The outdoor is also an extensive exercise across cities Mumbai, Delhi, Kolkata, Ahmedabad, Baroda, Hyderabad and Jaipur amongst other cities. The channel has taken hoardings, buses and bus shelters in addition to branding in theme parks like Essel World, Appu Ghar and so on and malls.
Other on-ground activities will be seen on the back of the channels’ own properties Hungamathon, where Sanya leaflets will be handed out and Hungama Express – the 34-city road show of the channel will also focus on Sanya. “This gives us a direct contact with eight lakh children,” expressed Mehta.
The channel is also sending out emails to kids on Hotmail and Rediff mail for the Internet activity planned around the show. For Hungama TV, this is one the largest marketing campaigns seen for any one show.
As is known, the channel had recently changed the look and feel of the channel to make it slightly elder and actually look at the 7-14 age group as well, which it thought it was missing out on, prior to the change. Mehta informed that by the end of the month, the channel will have some more new idents to complete the new look and that shows like ‘Sanya’ are in keeping with this ‘philosophy’ of the channel.