24 Hindi feed channel is being launched keeping in
mind the company's commitment to localisation. In
fact, India is the first market in the Asia Pacific
region to introduce a Toon Disney channel in December
last year. The channel was launched in three languages
- English, Tamil and Telugu.
the launch of the 24 hour Toon Disney feed, we are
completing the localisation of the Disney brand in
India. There is very little age appropriate animation
available in the kids space in India and we feel that
Toon Disney will serve that need gap," said Walt
Disney Television International (India) managing director
the world leader in kids and family entertainment,
we have a tremendous responsibility to India's vast
and diverse TV viewing population. It was clear at
the launch that we needed to launch a 24 hour Hindi
Toon Disney to cater to the under-served kids television
needs of audiences across the country. Audience response
to Toon Disney in the South (in Tamil and Telugu feeds)
further encouraged us to launch the Hindi feed in
less than nine months of our launch," said Jain.
some data, Jain said that current television viewing
data reveals that approximately 17 per cent of kids
in the age group 4 - 14 years in the Hindi speaking
market (HSM) view children's television and spend
10 times as much time on general entertainment channels
(GECs). With 5400 episodes dubbed across Hindi, Tamil
and Telugu for year one and close to 1800 episodes
in Hindi alone, Toon Disney will significantly enhance
age-appropriate viewing options for kids who prefer
watching in regional channels.
are 350 million kids in India below the age of 14
and a further 100 million pre-school kids below the
age of four. It is a huge market, which is dramatically
under-served," said Jain.
company will be pushing the Hindi feed Toon Disney
with a vigorous marketing effort through an outdoor,
online and print campaign. Direct mailers to the media
fraternity will be sent out to generate awareness,
apart from ads in cable and trade magazines. "The
360 degree marketing campaign around Toon Disney is
being undertaken to create viewer and trade touch
points. The festive season is approaching and it is
a time of huge activity in the media and television
industry. We feel it is the right time to launch Toon
Disney in Hindi," said Jain.
also stressed on the fact that the Tamil and Telugu
Toon Disney channels in the South were a huge success
citing that 18 out of the Top 50 kids shows in the
South were on Toon Disney last week. Apart from that,
kids in the South also spent the most amount of time
on the channel, when compared to other channels.
per Tam data for the first 30 weeks of 2005, age group
4 - 14 years all India market, the channel share of
Toon Disney was 2.5 per cent. Whereas the market leader
continues to be Cartoon Network with a share of 55.6
per cent. The Disney Channel on the other hand, enjoyed
a channel share of 6.2 per cent.