Hungama TV, the Hindi kids' channel to be distributed on the Star TV platform, will be priced in the Rs 4 to 8 bracket, Sameer Nair, chief operating officer of Star India, said on Monday.
Children have pester power and they seldom change their loyalty, a statement from Purnendu Bose, COO, Hungama TV, said. This is exactly what the Hindi kids' channel is all set to cash in on -- by making kids their conduit to permission marketing. The distribution agreement that was signed between Hungama TV and Start India is valid for five years.
It will fetch revenues for Star India on a 50:50 basis. The channel will also be part of Star's DTH package, Space TV, said Ronnie Screwvala, CEO of UTV. It is expected to be launched in August at an investment of Rs 100 crore (Rs 1 billion).
When asked about the rationale behind having a 24-hour channel for kids, Bose said it is a myth that children have limited viewing hours. In fact, children's viewership works differently.
Hence, while the channel's broader target audience is in the 4-14 age group, the programming will be spaced to offer separate time bands for children of different age groups.
For instance, the morning slot between 0900 to 1100 targets the 2-5 age group, the afternoon band between 1330 to 1530 pm targets the 4-8 age group and the evening slot starting at 1600 aims at drawing audiences in the 8-15 age bracket.
© 2025