Top Story

e4m_logo.png

Home >> Kids >> Article

Disney gears for Hannah Montana’s new season and theatrical release

13-March-2009
Font Size   16
Share
Disney gears for Hannah Montana’s new season and theatrical release

The ‘Hannah Montana’ franchise in India is set to hog a significant part of Walt Disney’s attention. The property’s third season is set to hit the screen in April 2009, while the Hannah Montana movie’s theatrical release is planned for May 10, 2009 in India. Incidentally, this is Walt Disney’s second theatrical release – the first being ‘High School Musical 3’. Antoine Villeneuve, Senior Vice President and Managing Director, Walt Disney Television International (India), said that the stage was set for ‘Hannah Montana’ to take off.

“We have made the brand present across platforms. It is on TV already, and that is the most important part. There are on-ground initiatives done around ‘Hannah Montana’, and then there is the digital presence of the brand as well. The most important aspect of any brand has to be that it resonates with the audience, and we have focussed on ensuring that the necessary steps are taken for ‘Hannah Montana’ to be relevant to audiences in India,” explained Villeneuve.

From the basic elements such as dubbing to eight-city on-ground events and trips to the US, Disney has undertaken various steps to make ‘Hannah Montana’ click with the channel’s target audiences. ‘Hannah Montana’ is also important for the channel for the sheer audience category that it puts emphasis on. In the third edition of Disney KidSense research, a key finding was that of the growing ‘tween’ category in India, and the independent set of needs that the target audience has.

Villeneuve elaborated, “The ‘tween’ age is that of a transition into being a teenager and then an adult, and at Disney Channel, we encourage the emotions of the kids in that age. They are ambitious and a brand like ‘Hannah Montana’ fosters these emotions. Hannah has always been fashion conscious, and in the third season, she is even more conscious about her appearance, her double-life clicks with this target and she is symbolic of what kids at this age are experiencing themselves.”

The Hannah franchise was made available on ground through various events that included a 3D concert. Disney focussed on the touch and feel of the brand to set the stage for the launch of the third season and the movie’s premier.

Tags

The production house has already established itself as the leader in the non-scripted genres. However, Rege now wants Endemol to achieve the same in the original scripted zone and film production

Naidu also talks about the ushering in of a new era of digital payments and says this is just the beginning and there’s lots of space for newer players to step in and evolve

Markus Noder, Managing Partner, Serviceplan International, shared innovative tools, ideas and methodologies to generate tangible business values

The primary reason that led to growth of OTT is the constant improvement of internet speed and service across the country: Sandeep Gupta, ACT Fibernet

India has become the diabetes capital of the world, with prevalence of the disease estimated to rise from 69.2 million to 123.5 million by 2040

Laban Stretchy Man, the new human shaped, stretchy, fruit flavoured chews from Orkla- Norway’s number one confectionery brand, has been launched and localized by MTR Foods in India