Come September 1 and Toon Disney, which till now was
available in Tamil, Telugu and English, will be also
be available in Hindi. This is a part of Disney’s
effort towards boosting the regional language feed,
which is integral to the company’s localisation
India was the first market in the Asia Pacific region
to introduce a Toon Disney channel in December 2004.
“As a world leader in kids and family entertainment,
we have a tremendous responsibility towards India’s
vast and diverse viewing populations,” said Rajat
Jain, Managing Director, Walt Disney Television
“It was clear at 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,” he added.
Targeted primarily at kids aged 4-14, Toon Disney in
Hindi will feature a wide spectrum of animated
programming and will be based on Disney’s principles
of fun, decency, community, storytelling, optimism,
innovation and quality.
Current television viewing data reveals that
approximately 17 per cent of kids in the age group
4-14 in India view children’s television and spend 10
times as much time on non-kids genre programming.
According to Jain, “With 5,400 episodes dubbed across
Hindi, Tamil and Telugu for year one, Toon Disney will
significantly enhance age-appropriate viewing options
for kids who prefer watching in regional languages.”