MUMBAI: A little over two months since its makeover and Hungama TV has already upped ad rates by 25 per cent on the back of an estimated 25 per cent growth in viewership.

It was in October this year that Disney UTV’s kids’ channel underwent a reboot, wherein a local flavour was imparted while keeping its ‘unapologetically fun loving, mischievous and boisterous’ character intact.

The three-pronged revamp saw a new tagline Hungama Machaya Kya?, a new on-air look and packaging as well as a fresh interactive feel.

The strategy seems to have worked for ever since, the channel has registered a 25 per cent growth in viewership as per TAM ratings (CS: 4-14; Mkt: HSM; Data period: Wk 1-48’13 All Days; 0700-2300 HRS, Basic TVTs, Kids Genre).

Elaborating on what tipped the scales in Hungama’s favour, Disney UTV kids’ network programming director Devika Prabhu says: “Apart from the refreshed look, we now have new shows like VIR: The Robot Boy and Ninja Warriors (dubbed by Javed Jaffery). New episodes of popular shows as well as new movie titles are also in the pipeline. Hence, apart from the new look and feel, children have new and exciting things to look forward to.”

Buoyed by the growth in viewership, the channel has hiked ad rates by 25 per cent and roped in advertisers the likes of Hero Honda.

Says Disney UTV media network ad sales executive director Nikhil Gandhi: “Our confidence has only grown and we see ourselves in the top position very soon. And our clients too believe in it and hence have come on board even after a hike in ad rates.”

“Today, the kids’ genre isn’t about kids anymore. It is all about co-viewing and hence, advertisers feel that they can target the whole family through this genre as well,” he adds.

Going further, Hungama will be focusing on home-grown content. “Vir has got an excellent response from the viewers and we would like to explore and expand Indian content,” signs off Prabhu.