The media scene, especially on the broadcast side is heated with actions. Every time a new channel is introduced, it stems into actions – both in the media as well as in the advertising sphere. Following the recently called StarOne and Animax pitches, Walt Disney India is also contemplating on hiring agencies for its media and advertising responsibilities. Even as agencies are pitching for the business, Disney has not given any clear indication of the volume of the business.
On being contacted, Disney officials confirmed about the pitch but refused to divulge more information as part of the company policy. Agencies have been in talks with Disney from as early as August beginning and, the decision is likely to be taken in next eight to 10 days. Even though the company hasn’t decided yet whether it is looking at separate agencies or an integrated one for the businesses, the pitch processes for both are being conducted separately. Sources inform that the final agencies would play a substantial role in finalising the media billings of the business.
As many as eight agencies including the likes of McCann, O&M, Leo Burnett, Ambience, Contract, Grey WorldWide, have been in talks for the creative side. For the media side of the business, agencies like MindShare, MediaCom, The MediaEdge and Lodestar amongst others have given a shot.
Disney is entering the market with three channels that would cater to different kinds of target audiences. The company is looking at agencies that would help Disney India create its identity with the viewers. The idea is to look at interactive and innovative ways of reaching out to the respective Indian audience for the respective channels.