Business Daily from THE HINDU group of publications
Tuesday, Aug 29, 2006
Business Daily from THE HINDU group of publications Tuesday, Aug 29, 2006 |
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Marketing
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Strategy Variety - Radio/TV Hungama TV to hunt for `Future Leaders' Sravanthi Challapalli
Chennai , Aug. 28 Can children aged 8-14 sit in on board meetings and have a say in what goes on in a TV channel, even if it's for them? Well, they have been doing it and the practice is all set to continue as Hungama TV has launched its annual Captains' Hunt for the third year in a row. Branded the `Parle-G Hungama TV Captains Hunt 2007,' the exercise will identify 10 children, one each from 10 cities, to be on the channel's board of directors and run it. Speaking to Business Line, Mr Siddharth Roy Kapur, Senior Vice-President (Marketing & Communications), UTV, said the hunt would focus on identifying 10 `Future Leaders of India.' Last year, the focus was on talent-spotting while this year, it's on "smartness" and "brightness," Mr Kapur said. Origentest, which is associated with preparing the question papers for the CET and IIT JEE, will be drawing up the entrance tests. The channel will take three months to zero in on the 10 captains. Over one lakh children from 500 schools are expected to take part. They will be judged on the basis of their intelligence, confidence, ambition and ability, Mr Kapur said.
CAC to mentor
A Captains Advisory Council (CAC), comprising leaders from various walks of life, will mentor these captains. Hungama TV will also support a unique talent of every captain by funding their coaching or training during their tenure provided "it is available in that city and realistic." The captains will have a say in Hungama TV's programming, sales, marketing and distribution. On the extent to which such young children (8-14 years) can influence these functions, Mr Kapur said that on their recommendation, the channel even held on to some shows it had considered dropping and found that ratings picked up. In another instance, the channel changed the location of its hoardings when a captain told it they were not easily noticeable. They also use the children's ideas to devise promotions, he said.
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