Kids
Makeover helps Hungama hike ad rates by 25%
MUMBAI: A little over two months since its makeover and Hungama TV has already upped ad rates by 25 per cent on the back of an estimated 25 per cent growth in viewership.
It was in October this year that Disney UTV’s kids’ channel underwent a reboot, wherein a local flavour was imparted while keeping its ‘unapologetically fun loving, mischievous and boisterous’ character intact.
The three-pronged revamp saw a new tagline Hungama Machaya Kya?, a new on-air look and packaging as well as a fresh interactive feel.
The strategy seems to have worked for ever since, the channel has registered a 25 per cent growth in viewership as per TAM ratings (CS: 4-14; Mkt: HSM; Data period: Wk 1-48’13 All Days; 0700-2300 HRS, Basic TVTs, Kids Genre).
Elaborating on what tipped the scales in Hungama’s favour, Disney UTV kids’ network programming director Devika Prabhu says: “Apart from the refreshed look, we now have new shows like VIR: The Robot Boy and Ninja Warriors (dubbed by Javed Jaffery). New episodes of popular shows as well as new movie titles are also in the pipeline. Hence, apart from the new look and feel, children have new and exciting things to look forward to.”
Buoyed by the growth in viewership, the channel has hiked ad rates by 25 per cent and roped in advertisers the likes of Hero Honda.
Says Disney UTV media network ad sales executive director Nikhil Gandhi: “Our confidence has only grown and we see ourselves in the top position very soon. And our clients too believe in it and hence have come on board even after a hike in ad rates.”
“Today, the kids’ genre isn’t about kids anymore. It is all about co-viewing and hence, advertisers feel that they can target the whole family through this genre as well,” he adds.
Going further, Hungama will be focusing on home-grown content. “Vir has got an excellent response from the viewers and we would like to explore and expand Indian content,” signs off Prabhu.
Kids
Mukta Arts and Green Gold ink MOU to animate iconic film IPs
Kalicharan, Karz, Hero, Karma, Ram Lakhan to spawn animated shows plus features.
MUMBAI: When classic hindi movie meets animation, the result is a fresh reel of nostalgia with a cartoon twist. Mukta Arts Ltd. and Green Gold Animation have signed a Memorandum of Understanding (MOU) to collaborate on animated shows and feature films drawn from Mukta Arts’ four-decade treasure trove of iconic IPs. The partnership taps Mukta’s SGM Animation Studio launched in 2025 as its dedicated animation and games arm and Green Gold’s proven track record in building scalable, homegrown franchises. Creative teams from both sides have already kicked off discussions, with the first project currently in development.
The slate will draw inspiration from landmark Mukta films including Kalicharan, Karz, Hero, Karma, Ram Lakhan, Khalnayak, Saudagar and Iqbal, plus character-led spin-offs from those universes. The aim is to reimagine these stories for today’s young, global audiences while preserving their emotional core.
Green Gold Animation (home of Chhota Bheem) founder and CEO Rajiv Chilaka said, “This partnership with SGM Studios allows us to apply our experience in building long-lasting animation IPs to a truly iconic film catalogue. Together, we aim to create animated worlds that are rooted in these legendary stories, yet designed to connect with today’s young, global audiences.”
Mukta Arts Ltd. filmmaker and founder Subhash Ghai added, “Mukta Arts has always believed in creating stories with lasting emotional value. Through animation, we are extending our IP into a new medium for the next generation.”
In an industry where timeless tales never go out of fashion, this collaboration promises to bring beloved characters back to life with a modern, animated glow proving that some stories are too good to stay in live-action. Stay tuned for the first animated frame to drop.
