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Our Bureau

Mumbai , Sept. 21

HUNGAMA TV, the children's channel from the UTV stable, will go on air from September 26.

"I don't see it as another channel but the opening up of a new segment," Mr Ronnie Screwvala, CEO, UTV, said at a press briefing here on Tuesday.

According to him, Hungama is the country's first channel with content and programming designed by the consumers themselves, i.e. the children.

Comparing this segment to news, wherein the market is created by enterprising channels, Mr Screwvala said, "Content will drive the market. We are looking at a mainstream broadcasting channel for one third of the viewing audience, who fall in the 4-14 years age group."

Hungama will be telecast as part of the Star bouquet and hopes to reach 30 million homes. It will be a pay channel, said Mr Purnendu Bose, COO, Hungama TV. From the ninetieth day, it will be also available in Tamil as south India is being perceived as a major market.

Mr Screwvala holds 51 per cent of the channel's equity and the balance is with UTV. Mr Bose said there may be private placement of equity in future along with stake dilution by the existing promoters.

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