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Kids Come September, Toon Disney goes the Hindi way

Come September, Toon Disney goes the Hindi way

Author | exchange4media Mumbai Bureau | Tuesday, Aug 23,2005 8:07 AM

Come September, Toon Disney goes the Hindi way

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 commitment.

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 International-India.

“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.”

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