Mumbai : It’s not just kids. When Disney launches new reality-based content on its kids channel shortly in India, it is targeting young parents as well.
Every weekend, the flagship Disney children’s channel will air three hours of fresh content, created in association with production houses Optimystix, Cinevistas and The Troublemakers. The company is targeting people in the age group of 4-34, with an eye on expanding advertisers’ base and revenue. “We are now evolving to appeal to the progressive Indian family of today,” said Siddharth Roy Kapur, MD of Disney India.
Disney has eight channels in India, including the Disney Channel that will soon complete 10 years. Of these, four cater specifically to the children’s segment: Disney Junior, Disney XD, Hungama TV and Disney Channel. Fresh content at the moment is for just the last one. “The channel enjoys high parental approval.
We are now trying to turn it into parent engagement,” said Vijay Subramaniam, vice president for content-communications. The first new show – ‘Maan Na Maan Mein Tera Mehman’ – is about a family that finds a photo frame that brings to life the departed souls, who return with a task to complete.
The second is a family drama and third of a 40-year-old school dropout who must pass to inherit wealth left behind by his uncle. Reach expansion is part of Disney’s global strategy to engage audience for 360-degree buying, such as Mickey merchandise that ranges from lunch boxes to neck ties for adults.
The children’s segment in India generates annual advertising revenue of Rs 300-350 crore and Disney India has a 36-42% market share, said a person familiar with market details.