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Hungama TV to introduce new programmes this summer

16-April-2005
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Hungama TV to introduce new programmes this summer

Hungama TV has lined up a slew of new programmes this summer. Announcing this in the Capital on Friday, Ronnie Screwvala, CEO, UTV said, "2005 will be a rather eventful year for Hungama TV on the programming and marketing front."

The channel has some innovative plans to entice its viewers with animation shows like Sonic X, Pororo and Doraemon. Many live action programmes are also on the anvil.

With a philosophy to provide entertainment where kids are part of the programming and marketing initiative, Hungama TV denies to be a niche channel. Screwvala said, "We are not catering to the niche segment. We are catering to the general entertainment space. Creating programmes for the 4-14 age group is challenging and rewarding. We believe in creating original content because content drives viewer ship."

The programming mix of Hungama TV comprises of live action, animation as well as movies. Live action and animation form around 40 per cent of the content, while 20 per cent comes from the movies, informed Screwvala.

The advertising pie in the kids genre is about Rs 150 crore primarily from the kids channel, while on other channels it's about Rs 500 crore. When asked on the revenue distribution, Screwvala said, "40-45 per cent will come from advertising, 40 per cent will come from pay revenues (through cable operators), while 5-10 per cent will come from events."

The channel is also looking at co-producing six to seven movies a year and distributing the same number of Hollywood movies in India. However, it has no immediate plans to foray into the overseas market.

As part of its promotional strategies, Hungama TV will be looking at all the forms of mass media in order to reach to its young audiences.

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