The UTV-promoted Hungama TV claims that it has become the most viewed channel in 4-14 age group among socio-economic class ABC category in the Hindi-speaking markets.

The channel attributes this to the huge popularity of its programmes like Doraemon, Hero and Shaka Laka Boom Boom. According to Television Audience Measurement (TAM), a TV viewership analysis firm, its ratings for the week June 11, 2006 – June 17, 2006, show that the channel attracted the maximum eyeballs.

Hungama TV content head Zarina Mehta attributed the channel’s winning speck to localised programming, ideation, execution and aggressive on-ground marketing initiatives. In line with the ratings, the channel has recorded a 40% jump in revenues.

Innovative marketing initiatives, strong distribution network and aggressive sales targets have contributed towards creating hungama at Hungama TV. I think that it’s a spot-on achievement that the top three programmes on Kids Television in India now belong to us,� she said.

The channel attributes most of the credit for its success to John Abraham, whom it recently signed on as the brand ambassador.