Disney doubles up channel launches

net1

Walt Disney Television International (WDTVI) India is set for the dual channel debut of Disney Channel and Toon Disney on December 17. Disney Channel will be a 24-hour Hindi service, while Toon Disney will be India's first and only 24-hour Tamil and Telugu language kids' channel (Hindi feed would be available soon). Both channels will also provide an optional English language feed in appropriate markets.

“India is a primary market central to Disney's global emerging strategy,” said David Hulbert, president, WDTVI.

Walt Disney is targeting 20 million households by the end of the first year of operations. The two channels, to be distributed by Star India, are expected to be bundled for US$0.26.

Disney Channel's multi-genre programming strategy will include 400 episodes of locally produced content in the first year. The launch month's schedule will feature around 25 half hours of local original production.

“Satellite television is growing at a very rapid pace here, but less than 10 per cent of kids tune into kids' channels,” observed Rajat Jain, managing director, WDTVI-India. “The unique strength and appeal of the Disney Channel and Toon Disney, combined with the distribution commitment of Star India, gives us a great opportunity to capture the hearts of millions of viewers across the country.”