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Hungama TV ties up with Kingfisher Airlines for in-flight content

04-May-2005
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Hungama TV ties up with Kingfisher Airlines for in-flight content

Hungama TV is on a flying spree. The past week has done well for the channel in terms of numbers. In a bid to build the brand more, Hungama TV has tied up with Kingfisher Airlines to provide in-flight content.

The channel had recently seen a change in management when Zarina Mehta took over as the programming head in the wake of Purnendu Bose quitting the channel as COO. In terms of content, the channel has seen quite a few changes with the induction of new programmes like 'Full Toss' and 'Gol Gol Ghulam.'

The past six weeks have seen the channel grow in its share. Looking at numbers for the target CS 4-14 in all India market, the channel has moved from a 0.5 per cent in week 12 to a 0.81 in week 16 and 1.31 in week 17. With this, the gap with the number two player POGO has reduced. POGO has delivered a 1.66 in week 17.

The trend remains similar in the Hindi speaking market as well. However if the target CS ABC 4-14 is seen, the channel takes the number two position in the last week with a 2.01 per cent and POGO with a 1.95 per cent. Commenting on the upward trend for the channel, Ronnie Screwvala, CEO, UTV, said, "2005 will be a rather eventful year for Hungama TV on the programming and marketing front. On the marketing front while 'Full Toss' was brought to life through a nationwide cricketing series in April, the much-awaited Hungama TV Captains Hunt, now in its second year, would scan the best of under -14s in India to constitute the coveted board of 20 directors."

The new programmes on the channel include animation shows like Doraemon, Sonic X and Pororo. The channel's content will see some more marketing due to the tie-up with Kingfisher Airlines. Hungama TV would be one of the channels shown there, where in two hours of programming would be created, which would be refurbished.

"For an airline, it makes perfect sense to have a channel like Hungama TV, as a substantial amount of the traffic is family. On the whole, it would be good brand building step for Hungama as well," explained Screwvala

The programming would largely have live action content from the channel.

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