Hum Europe

Hum Europe

Hum TV logo
Launched March 10, 2014 (2014-03-10)
Network Hum Network Limited
Owned by Hum Network Limited
Picture format 4:3 (576i, SDTV)
Slogan "Hum Aur Aap... Har Pal Saath" "Hum Jaisa Koe Nahee"
Country UK
Language Urdu & English
Broadcast area UK
Headquarters Karachi, Pakistan
Sister channel(s) Hum Masala
Style 360
Hum Sitaray
Hum FM
Hum News
Hum Gold
Hum TV
Website Official Website
Availability
Satellite
Sky (UK & Ireland) Channel 844
Cable
Virgin Media (UK) Channel 833
Streaming media
Virgin TV Anywhere Watch live (UK only)

Hum Europe is a British Pakistani Entertainment channel. It launched on 10 March 2014 FTA on BskyB. In December 2014 it was launched on Virgin Media. It became very popular in a short span of time and is currently the Number one Pakistani Entertainment Channel in the UK and often beats Indian rivals with shows like Digest Writer and Sadqay Tumhare. Soon after launching, in July 2014 the channel became the first Pakistani Entertainment channel to sign up to BARB. Ratings proved to be very high, as programs like Aahista Aahista and Zindagi Gulzar Hai reaching new heights of ratings over 100,000 GRP'S beating out Indian channels like Star Plus and Zee TV. In August 2014 the channel was moved from Sky 859 to Sky 844. Later in the year the channel Launched on Virgin Media. In February 2015 Alvida led the ratings making it the highest rated launch on the channel, however the series saw a drop from an average of 100,000 to 50,000. Digest Writer is currently the most popular program on the channel, however now that the series has ended, blockbuster hit Humsafar and Sadqay Tumhare are leading the ratings. The channel's daily 9pm slot is dedicated to former Pakistani shows and original programming is aired at 10pm. Still newly launched the channel launched the 9pm slot for former shows and began this with strong shows like Dil e Muztar and Zindagi Gulzar Hai. Also, in the 9pm slots at the beginning of the new year the two shows ended, so Humsafar(Saturday and Sunday) and Badi Aapa(Monday to Thursday). Despite the fact Humsafar had already aired in Europe it was very popular, however Badi Aapa regularly got 90,000-100,000 viewers on an average days. The series was later replaced by Parsa. After Parsa ended the channel aired Shehr-e-Zaat which was very popular in its first week. The channel does not air the channels gameshow Jeet Ka Dum due to the 9pm slot being used. Susraal ke rang Anokhay airs Friday at 9pm. Prior to the channels launch, British Indian channel Rishtey began to air Humsafar which beat out all Indian Content. Zee TV later launched a Pakistani entertainment channel in India called Zindagi which mostly airs Hum TV shows. It is expected to be launched in Europe as part of Zee TV's 20th annivesery Celebrations in Europe. Hum TV will become one of the first Pakistani entertainment channels in the UK to sign up to audience measuring body, BARB.

HUM EUROPE popular Pakistani TV channel free-to-air channel, which launched in the UK in March, will become BARB rated on Monday 14 July 2014.

Since its inception in the UK, Hum TV has fast become a popular choice amongst Asians with its unique line-up of Urdu fictions and magazine shows. It will be interesting to see how the channel performs in the UK Asian TV ratings. Sajeer Abbas from Evolution, who handles Hum TV in the UK, said “We are looking forward and excited to be launching on BARB. We would love to work with mainstream (National) advertisers and have high expectations.”

No doubt this will prompt the likes of ARY Digital and Geo TV to eventually follow in the footsteps of Hum TV by becoming BARB registered. Prime TV became the first Pakistani entertainment channel to sign up to BARB in 2007 but subsequently came off due to high costs involved. Hum Europe’s airtime sales and distribution will be handled by Evolution, a company, which is outsourced by Hum TV worldwide. Evolution itself is an advertising agency which started its operations in Pakistan and is now in USA and UAE too. Its one of the biggest advertising agencies in ethnic media

Evolution has now officially begun trading in the UK, which will be led by Sajeer Abbas, similar to USA operations. Abbas can be contacted on 07927 718 417 for Hum Europe marketing and sales queries.

Hum Europe is currently in talks with UK audience measuring body, BARB to get viewership officially measured. Previously shows from Hum TV like Humsafar, Maat, Mera Naseeb and Meray Qatil Meray Dildar have brought in the biggest viewership during their telecasts on Rishtey UK.

In May 2016 Hum Network Limited decided to rebrand Hum Europe to Hum Gold.[1]

'Diyar e dil' currently has an average of 70,000 views tuning in.

Current programs

Positioning

Hum TV Europe has intensified the war amongst Pakistani channels in the UK by declaring its market position. In its first major marketing campaign since launching in the UK, Hum TV Europe is using the strap-line “UK’s Number 1 Pakistani Entertainment Channel” to define its position in the saturated market. Hum TV Europe, which hovers around the 500,000 weekly reach mark, had the upper hand by launching as free-to-air channel, compared to its rivals Geo TV and ARY Digital. This indicates that Hum TV wants to give viewers and advertisers a clear statement about its top position amongst Pakistani entertainment channels in the UK. Geo TV currently has a weekly reach of over 200,000 viewers. However, in the channel’s defense, Geo TV has only just gone on BARB and is yet to commence any promotions about its “free” status. ARY Digital is not on BARB and is available as a part of the Sky Asia Pack.

Looking at the wider picture, its still early days for local Pakistani entertainment channels like DM Global and Prime TV to deliver any official marketing positions. Pakistani state broadcaster, PTV Global is sitting behind with a weekly reach of around 200,000 viewers.

Hum TV Europe has upped its marketing spend with brand awareness on outdoor billboards, radio and online being rolled out in the coming weeks.

Up until now, Star TV has used such marketing strap-lines for Star Plus, which remains the ‘UK’s Most Watched Asian TV Channel’ overall. NDTV 24×7 also has jumped on board with a similar marketing ploy with the tag ‘Number 1 Indian News Channel’ being used in its current radio marketing. However, its a first for a Pakistani channel to follow suit and will be interesting to see how other channels follow.[2]

HUM Awards

HUM TV has its own awards to appreciate and encourage the stars and personnel behind its successful soaps and dramas. The 1st HUM Awards were held on Mar 12 encompassing 42 Nominations in 7 categories from 3 prominent fields. The Awards recognized and rewarded excellence in Pakistani Television, Fashion and Music.[3]

Pakistan Bridal Couture Week

Hum TV is the pioneer in establishing a world-class fashion show in Pakistan namely BCW (Bridal Couture Week), a fashion week that has veritably become the gospel on wedding-wear for many a bride-to-be.[4]

Style360 Labels eStore

HUM Network created a strategic alliance with Labels eStore (a prominent e-commerce website in Pakistan retailing high-end clothing by famous Pakistani designers).[5] The eStore is now called Style360Labels (www.style360labels.com).[6]

See also

References

  1. ↑ "Hum Europe rebranding to Hum Gold". Retrieved 4 March 2015.
  2. ↑ "Hum TV positions itself as ‘No.1 UK Pak Ent channel’". media247.co.uk.
  3. ↑ "Servis 3rd HUM Awards". hum.tv.
  4. ↑ "Sartorial world: Hum TV’s tricks of the trade". The Express Tribune.
  5. ↑ Fashion 47 PK
  6. ↑ Tribune Pakistan Pakium website [
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