United Home Entertainment (UHE) has launched a Hindi channel for Indian kids under the name Hungama TV. The pure entertainment channel to begin telecast from Sunday September 26, 2004, is targeted at Indian kids between the age group of 4-14 years.
UHE is the holding company for Hungama TV, floated by Ronnie Screwvala and UTV.
Commenting on the launch of Hungama TV, UTV chief executive officer Ronnie Screwvala said, “This launch is in sync with our corporate philosophy of being an integrated media company with business interest across the entire media spectrum.”
The channel hopes to reach a target area of 30 million homes as part of the Star bouquet. It hopes to garner a fee of Rs 6 per subscriber.
“We also plan to launch the channel with the Tamil version within three months from now,” Hungama TV chief operating officer Purnendu Bose said.
The channel has embarked on a strong marketing campaign currently underway at 2000 schools in 15 cities covering over 22 lakh kids.
Hungama TV has estimated an investment of Rs 75 lakh spread over a period of three years in two phases for pre-operative expenditure as well as content development.
The channel ideology is to provide children quality entertainment where kids play an integral role in all key decisions from selecting the name of the channel, programming, marketing initiatives among others.