The Hindu Business Line : UTV, Astro team up to launch channels for kids

UTV India and Malaysia-based Astro, a DTH and Pay TV operator in the region, have entered into a joint venture to launch two kids' channels in South-East Asia.

Astro will be making the entire capital investment for the launch of these channels. UTV will provide the know-how, the content, the formats, marketing and brand building expertise for the launch of its channels. "The successful format of UTV and Hungama from India will be created locally in Bahasa Malay and Bahasa Indonesia languages,'' a news release said.

UTV and Astro are expected to jointly develop these channels targeted at kids in the age group of four to 14 years. The first of these channels, in Bahasa Malaysia, will include some 400-500 hours of local production annually. These channels, which will include a mixture of animation and live action content incorporating Asian cultural values and edutainment elements, will be distributed on the Astro pay-TV service in Malaysia from early 2006, and in other regional markets soon after.

"Astro will leverage on the creative assets and skills of UTV, and its flagship kid's channel Hungama TV, to develop new formats and to version those library and current programme formats which have made Hungama TV the leading innovator for kid's content."

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