Hungama TV claims that it has become the most viewed channel in 4-14 age group among socio-economic class ABC category.
MUMBAI: The UTV-promoted Hungama TV claims that it has become the most viewed channel in 4-14 age group among socio-economic class ABC category in the Hindi-speaking markets.
The channel attributes this to the huge popularity of its programmes like Doraemon, Hero and Shaka Laka Boom Boom. According to Television Audience Measurement (TAM), a TV viewership analysis firm, its ratings for the week June 11, 2006 - June 17, 2006, show that the channel attracted the maximum eyeballs.
TAM’s cable and satellite (C&S) survey revealed that Doremon led the pack with 47 gross rating points (GRPs), Hero with 26 GRPs and Shaka Laka Boom Boom with 24 GRPs.
The TV rating (TVR) for the same period showed a rating of 2.6 for Doraemon. Pokemon got 2.2 TVR and Mr Bean 2.1 TVR.
Hungama TV content head Zarina Mehta attributed the channel’s winning speck to localised programming, ideation, execution and aggressive on-ground marketing initiatives. In line with the ratings, the channel has recorded a 40% jump in revenues, she said.
“Doraemon is the No. 1 programme in India across all seven kids channels, and has beaten popular shows such as Pokemon on Cartoon Network and Takashi Castle on Pogo. Ad revenues have increased 40% due to the rise in popularity of the channel.
Innovative marketing initiatives, strong distribution network and aggressive sales targets have contributed towards creating hungama at Hungama TV. I think that it’s a spot-on achievement that the top three programmes on Kids Television in India now belong to us,” she said.
The channel attributes most of the credit for its success to John Abraham, whom it recently signed on as the brand ambassador.
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