Hungama tries to leverage kids-parents relationship

Hungama TV, the kids channel from UTV, has recently launched a contest, Kids Ka Kamaal. The contest is backed by expensive gifts such as an apartment, a car, a diamond set or even a holiday trip abroad. Admittedly, these prizes are of low interest for kids, the parents will be the TG for the promotions.

Purnendu Bose, CEO Hungama TV says, "Hungama TV has always believed in parental buying, even if the channel is positioned exclusively for kids. And with this contest, we not only hope to create an interest among parents, this contest will also be of great interest for kids as they will get the opportunity to gift something precious to their parents."

To participate in the contest, the kids need to create a 12-digit lucky number. The first six digits of this lucky number form the child's mother's birth date, while the next six digits comprise his/her father's birth date. Bose says, "Every kid will have an unique lucky number as chances of the birth day of both the parents being identical is very rare."

In between programmes, the channel will play a few games to decide on the winners. In case of more than one winner, the channel will go for a lucky draw through a computer selection.

Apart from mega prizes, there are also a couple of daily prizes such as mobile phones and gift vouchers. Bose says, "The bigger the prizes, the tougher would be the number game."

Since its launch on September 26, 2004, the channel had some problems regarding distribution. Bose says, "We are trying to sort out the distribution problem in the markets where we are weak. With STAR's muscle power, we have been successful in building a stronger reach in markets such as Himachal Pradesh, Maharashtra and also West Bengal."

The channel has also tried to leverage the child-parent relationship to build a stronger distribution network. Recently, Hungama organised a personality development session for 1,200 cable operators' children. Bose says, "We had been successful to some extent but still there are some cable operators for whom the monetary gains are on the priority."

As per TAM Media Research, the all-India availability for Hungama TV is close to 55 per cent (as on Nov 21, 2004). In markets such as Himachal Pradesh, Maharshtra (one million-plus markets), Hungama's availability is at 97 per cent and 80 per cent, respectively. The availability for Kolkata and West Bengal, meanwhile, is 65 per cent and 76 per cent, respectively.

Based on TAM Media Research data, the channel claims that it has been successful in garnering an average weekly reach of 11.9 per cent (C&S, October 24-November 20, Hindi Speaking Markets, 4-14 ABC). The channel also claims that the cumulative reach of the channel has grown 3.4 times since its September launch and in the 6.30pm- 8.30pm time band. Hungama TV's channel share has also zoomed from 3.8 per cent to 8.3 per cent. (Source: TAM, October 31 to November 20, Hindi Speaking Markets, 4-14 ABC CS, Base: Kids Channels - Hungama TV, Cartoon Network, POGO, Nickelodeon, Animax).

© 2004 agencyfaqs!