Hungama TV is nearing its proposed September launch, gradually increasing its decibel in the market. The forthcoming kids’ channel made a considerable noise when it began on-ground activities for its initiative, Captains Hunt with ICICI Prudential Life Insurance, as the main sponsor. The activities now culminated has given the channel, 20 names that would play the role of Board of Directors actively participating in every decision of the channel, from programming and scheduling to even the kind of marketing.
The announcement follows a nationwide hunt for these 20 members. The initiative to have a board of directors comprising of children in unique to India. As per Purnendu Bose, COO, Hungama TV these children will play as a barometer of what the children in India would really like to watch, “This is truly a kids’ channel, by the kids and for the kids.” This initiative was brought to the channel by Shalini Rawla, who recently the channel as VP, Programming. Internationally Kellogg’s follows a similar process, where it has a panel of children, who play as a sample for the company to take decisions like new variants and the their likes.
Hungama’s objective to execute the idea in India is to bring in the channel an element of differentiation. The on-ground activities taken place for Captains Hunt, has allowed the channel to already form an identity with children and parents. The channel’s officials inform that the hunt received a response of 1,50,412 entries across 25 cities. “The response we got is overwhelming and we could feel the excitement amongst everyone, everywhere we went.” expresses Bose, “This is a ‘Made in India’ channel. We have ensured that every aspect of the channel, even its name is a result of what children in India want. To have a body of this nature only takes this commitment a step forward.”
The jury included Palash Sen of Euphoria, Pop band Aasma, Femina Miss India-Universe Tanushree Dutta, and cricketer Vinod Kambli. As Captains, the kids would have to attend the six monthly meetings to discuss various issues relating to programming, where they would give feedback on the existing shows, Suggestions on new shows, formats, concepts and pilots of upcoming shows. Even in the area of marketing, the children are expected to give feedback on Hungama TV merchandise, peer behavior trends in respective cities lifestyle, free time, other entertainment avenues.
Speaking more on its association with the initiative, ICICI Prudential Life Insurance’s, Marketing Head, Abhishek Bhatia explains, “Children’s education and their overall development is core to what ICIC Prudential’s Smartkid Education Plans stand for, and we’re constantly looking for new ways to reach out to them. Hungama’s initiative to give children a chance to voice their opinion in a way that it matters, is a fantastic innovative and fits in very well with our overall strategy to develop education plan segment”, he adds.