Hummra M overtakes lead GEC channel in Bhojpuri

Hummra M has focused on developing the personality of the channel, which is reflected in the expression “Hummri Boli Hummra M”

e4m by exchange4media Staff
Updated: Jan 28, 2013 4:52 AM
Hummra M overtakes lead GEC channel in Bhojpuri

Bhojpuri music channel Hummra M has claimed to overtake the lead GEC channel in Bhojpuri. This feat is attributed to months of meticulous planning and continuous market visit, which helped Hummra M to clearly understand the aspirations of the people.

Hummra M has focused on developing a ‘stationality’ (personality of a channel), along with concentrating on good content and packaging. And this personality is reflected in the expression “Hummri Boli Hummra M”.

Launch Pad is the consulting team that has managed the project end to end. The core team found while Hindi is definitely understood and patronised by Bhojpuris, they have a different place in their heart for Bhojpuri content. Thus, Hummra M has consciously distributed itself to certain Bhojpuri speaking areas of Uttar Pradesh and the viewers have responded with the same verdict as in Bihar and Jharkhand.

Vikas Varma, partner, Launch Pad observed, “The Bhojpuri market is growing at a very good rate and it is very exciting to explore the scene further. We beat most other channels soon after our launch because we added a lot of colour and vibrancy to Bhojpuri music to draw the attention of our viewers. The Bhojpuri speaking audience was waiting for an international quality channel in their mother tongue, and Hummra M managed to cater to that need gap.”

Probal Gaanguly, partner, Launch Pad is excited with the business proposition that Hummra M has managed to create. He said, “The instant success at the launch of the channel has resulted in helping it get various brands and advertisers on board, who have started getting immense benefits in this huge cluttered TV space. Since Hindi heartland is one of the most important target markets for most big brands, Hummra M is seeing substantial number on brands getting on to the channel. The massive time spent and GRPs are helping brands to park more and more budgets on this platform.”

Launch Pad’s vision is to create a series of regional music entertainment channels and make them profitable for all stakeholders. The future markets that Launch Pad is considering are Punjab, Bengal, and Orissa in the immediate future.

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