'Mum Tum Aur Hum' to hook Kids and Mothers on Star Plus

Deepak Mohanty - Televisionpoint.com
Star Plus, India's No. 1 Hindi Entertainment channel is all set to launch a new game show offering, 'Mum Tum Aur Hum' from the Synergy Communications production on September 19, 2005 in the 8 PM slot from Monday to Thursday, replacing Dekho Magar Pyaar Se.

'Mum Tum Aur Hum', a first of its kind initiative involves mother and child interactions. The game show is played by a mother - child teams and aimed at strengthening the Mother and child relationship. The winner of the final 'Jackpot' round wins an all expenses paid trip for 4 nights and 5 days to any either Maldives, Sydney, New Zealand, Dubai or Mauritius. 'Mum Tum Aur Hum' will be hosted by Rajender Sharma and Shruti Seth, and the channel plans to introduce celebrity Stars from the ninth episode.

Shailja Kejriwal, Senior Creative Director, Star India, says "Our Homework reveals that 8 PM is the right time when Kids are hooked to their television screens and importantly mothers and children are at an ease in this slot. Star's other shows like Sonpari and Khichdi were very successful and I hope we are on the right direction to catch the Heart of Kids and Talks of Women with 'Mum Tum Aur Hum'. With this show, we are experimenting with a new concept and will try to analyse the slot."

Star is also focussing on the school contact programme in Delhi and Mumbai, wherein about 40,000 kids of about 100 schools will participate in different contests and bag goodies, the winner will get an entry to participate in the show. Puneet Johar, Senior VP, Marketing, says, "'Mum Tum Aur Hum' is one of the biggest property of Star Plus. It would be vastly promoted on Star Network, apart from support advertising in Print and Outdoor medium. I think it is very contemporary and vibrant to reach the target audience and our campaign speaks direct to Kids and Mothers."

Star Plus is the undisputed leader in the 8:30 PM to 11:30 PM time slot, but the 8:00 slot was not satisfying the needs of the channel, though Dekho Magar Pyaar Se was given three months extension it could reach the audience heart. In fact, Star Plus has taken all the necessary measures to spur up the slot with 'Krishna Arjun', 'Kyun Hota Hai Pyar' and now with Mum ..., 'Kaisa Ye Pyaar Hai' on Sony and 'Tumhari Disha' on Zee will compete with the show.