But
notwithstanding that, Mehta is confident that the
channel will clamber up again riding on the success
of the ratings raker Doremon and the new season
of Hero, which has opened well for the channel.
Add to that the hype that will be built around the
channel's talent hunt for kids - John Aur Kaun?
The
channel has also lined up big ticket movies like Baby's
Day Out and Tom Hanks starrer Big in August
and September. What's more, Doremon has been
joined by another popular Japanese animation show
Shin Chan, which Mehta hopes is going to be
as accepted by kids as is Doremon. Shin
Chan has garnered huge popularity in Europe, Latin
America and the Far East. The show was launched on
19 June at 5 pm and will be aired from Monday to Friday.
"Shin
Chan, like Doremon, is one of the top three
shows in the Asian region. Shin Chan's innocence and
antics form a deadly mix designed to give entire families
a wonderful time. We welcome Shin Chan to the
Hungama family of fabulous, memorable characters,
which include Hero, Sanya, Doremon, Kochikame and
YuGiOh!" says Mehta.
Driver
shows like the above mentioned Hero and Doremon
coupled with the UTV show Shakalaka Boom Boom
have constantly managed to push Hungama TV up
on the popularity charts. Hungama TV has also rolled
out a contest around Shakalaka Boom Boom called
- Right here, Right now - wherein kids can participate
and get to know whether they have won or not immediately,
while the show is airing.
"All
they have to do is answer a question that will be
flashed on the channel and SMS their replies with
their name, age and phone number to us. The name of
the first person who sends in the correct reply will
be flashed immediately on the channel. We will be
giving away Doremon and Hero merchandise
and also Hungama TV bags to the winners," says
Mehta.
The
channel share of Hungama has been steadily rising,
thus beating the norm where other kids' channels'
shares have been falling barring that of Toon Disney.
In
the week beginning 21 May, Cartoon Network's share
was 30.8 per cent, which fell to 27.1 per cent in
the week beginning 11 June 2006, according to Tam,
in the C&S 4-14 years Hindi speaking markets.
Pogo's shares, on the other hand, fell from 26.2 per
cent to 25.9 per cent in the above mentioned period.
Hungama
TV's shares in the week beginning 21 May was 17.8
per cent and touched a high of 20.3 per cent in the
week beginning 11 June in the C&S 4-14 years Hindi
speaking markets. Toon Disney, which had a share of
seven per cent as of 21 May, also managed to raise
the bar with a channel share of 10.8 per cent in the
second week of June, whereas its sibling Disney Channel
lost one per cent share to settle at 11.2 per cent
in the second week of June.
While
Pogo and Cartoon Network shows like Mr Bean, Tiny
TV - Make Way for Noddy, Baby Looney Tunes, Toonami
- Pokemon and Half Ticket Express - Dragon
Tales rule the roost of the TRP front, Hungama
TV shows like Doremon, Hero and Shakalaka
Boom Boom topped on the GRP front.
While
Doremon managed GRPs of 47 in week 24, Hero
and Shakalaka Boom Boom got GRPs of 26
and 24 respectively.
It
remains to be seen, who takes the cake in the number
game, but for the time being, Mehta seems to be content
with Hungama TV's performance.
