Our Bureau

The merchandise would include items such as toys and apparels.

Mumbai , Oct. 7

HUNGAMA TV is planning to focus on merchandising and licensing as a revenue module for the channel.

Ms Zarina Mehta, Content Head, Hungama TV, told Business Line, that merchandising and licensing internationally, is a major source of revenue for channels, and in fact, generates more money than the programmes.

"However, in India, it is still at a nascent stage, but has tremendous potential to grow."

The merchandise, according to Ms Mehta, would include items such as toys and apparels.

"We have got the merchandise rights for the Japanese animation programme Yugioh! and would also be launching merchandise based on our new live action show Sanya."

Ms Mehta claimed that the channel, which was launched last year, is already among the top three channels in the kid's genre. "Our GRP this week was at 79 points, while POGO's was at 100. And, that is quite a healthy trend."

She also talked about launching a 360-degree strategy to reach children. The first such initiative, according to her, is the launch of a mobile zone called Hungama Moby Zone, on which one could download and play Hungama games.

"At the same time, we are also planning to make our Web site more interactive."

She also talked about organising more live events. The one around the corner is a marathon for kids in Delhi. The channel is also planning a series of new programmes.

Ms Mehta said the kids genre would in the next four years occupy a bigger space than news in the niche channels category.

"The kids genre which is now a Rs 100-crore market, would become a Rs 1,000-crore market in the next four years."

© Copyright 2000 - 2009 The Hindu Business Line