The Hindu Business Line : Disney repositioning its three channels

The nearly three-year-old channel is “edging up” its proposition, says Mr Antoine Villeneuve, Senior Vice-President, and Managing Director, Walt Disney Television (India).

Mr Villeneuve, who took over as head of the television business six months ago, says the network’s focus is on offering the best product. This means whipping up nationwide excitement over its upcoming High School Musical-2, increasing ‘indianisation’ of content (expect a Telugu Disney very soon), and repositioning its three channels in a category that is seeing increasing segmentisation.

The kid’s entertainment segment is among the fastest growing. In 2006, it grew at 35 per cent, albeit from a smaller base in 2005, and today the market is estimated at Rs 200 crore says Disney’s spokesperson, Mr K. Seshasaye.

Content evolution

The network believes that the best way to ensure larger audiences or better business in this growth story is to offer better programming and to strengthen its flagship channel. “The repositioning takes into consideration the evolution in children’s programming content which has been moving towards live action rather than animation. Live action by definition caters to older kids,” he explains.

From the earlier target group of 4-14 years, Disney will now be wooing those between 8-12 or tweens. “And going onto, if I dare hope so, the family audience,” adds Mr Villeneuve. “Jetix, which is more action oriented, will be for boys, and Hungama will have content that has a more global spirit.”

The three channels are a huge asset, and the creator of such shows like Desperate Housewives (licensed to Star in India) does not foresee any new channel.

The network claims Hungama leads in the Hindi-speaking geographies, Jetix (which has feeds in Tamil and Telugu) enjoys the same position in South India. The channel hopes to replicate the experience with the latter and is starting trials of a two-hour Telugu feed in Andhra Pradesh soon.

Musical plan

The network is bringing one of its biggest (reportedly $100 million) franchise, High School Musical-2, in early December. The musical broke records at its US launch, becoming the most watched programme on cable with more than 17 million viewers.

The Indian version’s soundtrack, with three contributions from Bollywood composer trio Shankar-Ehsaan-Loy, will be available in a twin-CD pack. So will merchandise like clothing and books.

It is doubling its school reach for the sequel through the My School Rocks, a group dance contest, by reaching out to a thousand schools this time.