Hungama TV
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	Category	Television
	Description	Leveraging its unique position as India's only 24-hour kids network dealing in local live-action programming, HungamaTV has come on strong in the region's burgeoning broadcast landscape since its launch in September. Sitting behind only Cartoon Network in terms of reach, HungamaTV is currently the second-most-watched channel during kids prime time from 6:30 p.m. to 8:30 p.m., overtaking all other competition, including Turner's POGO. Overall, the channel's availability in India's 26 regional markets (16 of which are Hindi-speaking) has grown by 126% since its debut, and it currently competes neck and neck with Cartoon Network in the top six metropolitan markets, with access to 49% of total viewing households. In order to keep this growth spurt going, head of programming Zarina Mehta is in the process of broadening the net's content scope to include animation. And she's buying up a storm on the international market to do so. Since March, Hungama has debuted more than a dozen new acquisitions, including Arthur (Cookie Jar Entertainment), Doraemon (TV Asahi), Pororo (Iconix), Martin Morning (Les Cartooneurs), Sonic X (ShoPro Entertainment) and Titeuf (France Animation). "It's imperative that we build a strong animation band on the channel," says Mehta. "Though live action remains our key driver, animated content helps to build Hungama's GRPs," which should help its sales team attract more advertising business.
	Website URL	http://www.hungamatv.com/

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