Kids call the shots at India’s Hungama TV

January 8, 2007 at 10:19 am 1 comment


Alefiyah (MindShare Singapore) writes:

The convergence in media, while reducing the world to a “global village”, has not lost it’s local flavour. In fact, talks on consumer participation and emancipation are only more in the area of a stronger local opinion emerging.

One of the leading kids channel in India – Hungama Television, had on its consultant board a team of captains – kids from different states of India, who gave their opinions on the content and programming of the channel. The channel took this important step to fine tuning its programmes, altering programme slots and providing relevant content for its audience:

In a 2004 interview of Purnendu Bose, COO of Hungama TV on the launch of UTV’s new kids channel, Hungama:

“In India, all kids channels are international ones. We wanted to create a ‘made in India’ channel that our kids can call their own. Hungama will bridge the need for an Indian kids channel and UTV’s expertise in childrens programming. This will be the first such channel with localised content and we’ll have the first mover advantage. Our differentiator has to be a sustainable one, that’s why our unique positioning is ‘of kids, for kids and by kids’.”

According to practice is all set to continue as Hungama TV has launched its annual Captains’ Hunt for the third year in a row… the hunt would focus on identifying 10 `Future Leaders of India.’ Last year, the focus was on talent-spotting while this year, it’s on “smartness” and “brightness,”

Consumer participation and creativity is fascinating. The greater the movement to democracy within media and marketing services, the more the acceptability of products and ideas by the people, and the higher their contribution. It’s the way people are re-defining their world and customizing it. It’s also the way marketers are beginning to encourage this trend that points to the way our world is evolving.

The latest December issue of talks about this cashing in on creativity by consumers and not mere soul satisfaction ventures. This is serious business:

“GENERATION C(ONTENT) is joining GENERATION C(ASH). If consumers produce the content, if they are the content, and that content brings in money for aggregating brands, then revenue and profit-sharing is going to be one of 2007’s main themes in the online space. It’s not like brands will have a choice: talented consumers are going to be too sought after to remain satisfied with thank you notes. Get ready for an avalanche of revenue sharing deals, reward schemes and sumptuous gifts aimed at luring creative consumers.”

While this fascinating partnership has yet to hit it off in Asia in a big way, we have the rough formations of the system in hand. This is largely in the area of Media and content and less in the trusted domain of product development. We may find this global trend of consumer participation taking Asia in a sweep and have only to wait and watch as the game catches on.

Entry filed under: all asia, india, media general.

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1 Comment Add your own

  • 1. neha  |  February 9, 2007 at 1:58 pm

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