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Mr Rajat Jain, Managing Director, Walt Disney International (India), and Mickey Mouse at a press conference in Chennai on Tuesday to announce the launch of Toon Disney, 24-hour kids' channel in Tamil. — Bijoy Ghosh

Chennai , Feb. 8

WALT Disney Television International - India (WDTVI-I) formally launched Toon Disney, its 24-hour Tamil pay channel for kids, today.

Star One distributes Toon Disney.

Mr Rajat Jain, Managing Director, WDTVI-I, said that the company sees India as an important emerging market and hopes to be in 20 million homes by the end of 2005. Though unwilling to reveal the exact amount, Mr Jain said that the company had made significant investments in India. India is the first market in the Asia Pacific region to introduce a Toon Disney channel, he said.

Mr Jain said that current television viewing data showed that 4 per cent of the kids in the age group from 4 to 14 in Tamil Nadu view children's channel and spend 10 times as much time on non-kids programme.

Toon Disney available in English, Hindi and Telugu will provide more children appropriate viewing, he said. The channel has content available for one year with over 1,800 episodes dubbed in Tamil.

He said that dubbing was done in Chennai and attention was paid to the right voice, intonation and transcription of original English language scripts.

Mr Jain said that there was also a possibility of the channel looking at Indian scripts, like the Legend of a Ring of Fire.

A large part of the Toon Disney programming line-up features shows centred on the cartoon icons such as Mickey Mouse, Donald Duck and Goofy.

The programming mix also includes series inspired by some of the celebrated Disney animated feature films and contemporary Disney original series. Another channel highlight is the daily prime time, Jetix, which is built on action, adventure and humour.

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