Hungama taps agencies for TV battle

There were two-way pitches for both assignments, with JWT outgunning Lowe, and Starcom beating MediaCom after an initial credentials presentations, which eight agencies had been invited to. JWT's second agency Contract Advertising was the incumbent on the account. The WPP agency was handed the assignment on the basis of its strategic approach as well as its creative translation of its recommendations. Hungama TV, which is set to launch in August or September 2004, is a subsidiary of United Home Entertainment, a company floated by Ronnie Screwvala. He also owns the television and film production house UTV. Said Shalini Rawla, vice-president content and communications, Hungama TV: "Our channel is setting out to be truly of, by and for the kids." Rawla said that the positioning would be emphasised through an upcoming brand campaign, as well as a campaign that talked about its 'kids' board of directors'. The channel is launching a talent hunt to select a group of children who will constitute this 'board of directors', a group whose input will be used when making programming decisions. Hungama is looking to differentiate itself from the current entertainment options for children such as Pogo and Nickelodeon by offering not just animation, but live-action programmes for eight to 15 year-olds. It is currently testing 27 pilot shows for various target markets in line with its ambition of being the only channel in the kids' space offering pure Indian content.