This summer, Disney has launched a series of multi-pronged vacation specials for the young ones. For the first time on Indian television, 'The Lion King' would premiere on the channel on May 28 at 6 pm. The channel has made room for three movie transmissions per day scheduled 8 am, 9 pm, 6 pm on weekdays and a double block at weekends on 11 am and 1 pm.
In line with the summer spirit, the channel has come up with music video, tidbits, celebrity moments and many more programmes.
Said Nachiket Pantvaidya, Director, Production & Programming, Walt Disney, "This amounts to 180 movie slots, on a single channel during the 60 day period when kids are at home on summer vacations. The line-up includes legendary hits such as 'Pocahontas,' 'Alladin,' 'Jungle Book,' 'Treasure Island,' '101 Dalmations,' etc, many of them representing channel premieres. Twenty of the most celebrated Disney animated and live action films such as 'Beauty and the Beast,' 'Return of Jafar' will have their India TV premiere on Disney channel this summer."
What about the most exciting proposition of all - 'The Lion King'? Nachi stated, "The Lion King is a movie that reflects family values and it helps our young viewers imbibe these in their lives. This is the first time that the film would actually be seen and appreciated by the masses because the earlier version was completely in English. This is the first exposure of its kind for the mass audience."
Hema Govindan, Head of Marketing & Communication, said, "The Disney brand promise is 'Yahan Bas Apna Jadoo Chalega' and to enforce it further, we have the ongoing Heroes 4 Aladdin contest which is apparently setting new benchmarks having crossed 1.25 lakh entries in the 11th day of this three week promotion. There are big and small prizes to be won, which includes 3 Arabian Nights Holidays, 600 T-Shirts, 150 sling bags and limited edition posters."
The weekend show Studio Disney has been revamped to expand the popular 'Take the Mickey Challenge' and convert it into a mini-game show format. Celebrities promoting this particular block with equal vigour, Harbajan Singh and Rahul Bose disguised as watchman, Dino Morea doing a Tarzan impression, etc. Another intriguing show is 'Kim possible" for which there would be plenty of activity on the channel, promoting this particular property.
However, Disney as a channel is clear that it's not opting for any off-air promotion of its summer properties. Cross-promotion on other channels is being considered, according to Govindan but nothing concrete has emerged as yet.