MUMBAI: Programming overdrive! That is what Hungama is calling its latest venture.

UTV's to be launched channel Hungama TV has given commissioning letters to 16 production houses for 27 pilots of original programming.

In a company press release, Hungama TV COO Purnendu Bose offered, "With more than eight hours of original programming everyday, our intent is to be armed with a strong line-up of programs across all genres that appeal to all sub segments within our target group. So, even when the research identifies some of the strong and not so strong programs, we will be ready with another round of winning ideas."

Amongst the 16 production houses that Hungama has commissioned are Eagle Films, Garima, Contiloe, Picasso, Edit 2, Sphere, Rose, Inhouse, Media Track and UTV productions.

UTV's in-house production company is naturally, going to be the major content provider.

As unique as it sounds, Hungama TV has been researching each and every programming idea, whether live action or animation, with the core target of 4-15 years in all key TRP markets. That apart, the channel is also in the process of establishing the proposed governing council of the 15 member kids board of directors for the channel. The move, as the channel heads claim, further reinforces the seriousness with which they are taking their kids' opinions.

The Ronnie Screwvala promoted United Home Entertainment's kids channel aims at becoming a channel of, for and by the kids, adds the release.