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
Sony YAY! launches ‘House of Masti’ to celebrate 20 years of Shin chan
Comedian Kiku Sharda joins the fun with a special rap track as the mischievous icon returns to Indian TV.
MUMBAI: Shin chan is back and this time, he’s bringing the whole house of masti with him! Sony YAY!, India’s leading kids’ entertainment channel, has unveiled ‘House of Masti’, a specially curated programming block to mark 20 years of the iconic animated series Shin chan on Indian television. The campaign transforms the beloved character’s mischievous world into a fresh, high-energy viewing experience. It features new episodes, fan-favourite moments, and themed programming stunts, all designed to stand out from regular broadcasts.
Adding extra sparkle to the celebration, popular comedian Kiku Sharda has joined the campaign. He anchors the integration with a lively rap track titled ‘Shin chan ka YAY! Dhamaal’, infusing contemporary music and humour into the beloved series.
Sony YAY! business head of kids and animation Ambesh Tiwari said, “Over the past 20 years, Shin chan has built a strong and enduring connection with audiences in India. With ‘House of Masti’, we are celebrating this milestone through a differentiated, campaign-led experience. Kiku Sharda and the rap track add a fun, high-energy layer that will resonate with today’s kids and families.”
Starting 27 April, viewers can enjoy the World Television Premiere of Shin chan along with new episodes and an exciting lineup of blockbuster movies on Sony YAY!.
By blending nostalgia with fresh, engaging content, Sony YAY! is ensuring that the cheeky, laughter-filled adventures of Shin chan continue to entertain and connect with new generations across the country.
In a world full of serious cartoons, Shin chan remains delightfully naughty and with ‘House of Masti’, Sony YAY! is making sure his brand of chaos stays as fresh and fun as ever. Get ready for some serious masti!
