The Hindu Business Line : Disney channels to go on air from tomorrow

INDIA is a priority market and central to the emerging markets strategy of Walt Disney. Therefore, Walt Disney has embarked on localisation of content from day one, officials of the media and entertainment company said today at the launch of two channels from its stable.

Walt Disney is making a foray into Indian television on December 17 with a simultaneous launch of the channels in four languages - English, Hindi, Tamil and Telugu. Disney Channel will be available in Hindi and English while Toon Disney will be in Hindi, English, Tamil and Telugu.

Disney, according to Mr Rajat Jain, Managing Director, Walt Disney Television India, is the world's largest media brand and sixth largest brand. "It enjoys a very strong brand equity in India already,'' Mr Jain said.

The decision to launch Toon Disney in two South Indian languages stems from the fact that there is a slot available for kid broadcasters. "Today less than 10 per cent kids watch kids' programmes. In South India, less than four per cent watch kids programmes,'' Mr Jain said. According to him, 11 per cent of India's population is below the age of four. This makes India the world's biggest pre-school market.

Localisation is the main theme of Disney channels. Disney Channel's programming will include 400 episodes of local production. Localisation will help the channels to break down language barriers, allow kids empowerment and draw on Indian stories, Mr Jain said.

Disney Channel, which will comprise a combination of programmes, will showcase Walt Disney's vast library of films. "So far, 130 films have been dubbed in Indian languages,'' Ms Hema Gobindan, Marketing and Communications Manager, Walt Disney Television India, said.

Disney channel will be available on Star platform.