Summer programming means an increase of almost 20 per cent viewership for kids’ channels and for the Disney Network that houses channels such as Disney Channel, Disney XD and Hungama TV, the experience in 2011 was an increase of over 30 per cent in viewership. The Network is looking at summer of 2012 as a springboard that would allow more sampling.
Disney India has lined up a strong content push with over 500 hours of fresh programming across its channels. The channels will premiere 24 series across genres including live-action, Disney original animation, local animation and over 20 Disney classic movies.
Disney Channel has also embarked on a mega marketing initiative, ‘Jet Set Go’, together with Jet Airways and Hong Kong Disneyland Resort. The channel will launch a contest to engage kids and their families and as gratification, take a plane full of families to Hong Kong Disneyland. Disney Channel will also work with Jet Airways to wrap a Jet Airways Boeing 737 – 800 aircraft with popular Disney characters Mickey and Friends. The creative airplane wrap concept, a virtual ‘billboard in the sky’, will be branded entirely in the Disney Channel’s Jet Set Go insignia and colours on its fuselage. The aircraft, with Disney exterior will be unveiled at a celebration in Mumbai on July 9 and beginning early July, it will be showcased over an eight-week campaign period.
Disney’s biggest content push in India
“Summer is the most fun time for kids and families. This season Disney Network will present entertainment as a child sees it -- with exciting shows that promise adventure, comedy, laughter and a fun-filled ride. This is the first time in the genre that such a strong content pipeline has been created to grow the category during our primary viewership months. Through this robust and multi-dimensional programming showcase and exciting marketing initiatives, our endeavour is to push the envelope further,” said Devika Prabhu, Director, Programming, Walt Disney Television International India.
In a conversation with exchange4media, she explained that in 2011, Disney experienced one of its best ‘back to school’ viewership, where the high achieved in summer benefitted the channels’ viewership through the year. The objective of the summer 2012 content plan is to once again ensure that the momentum that Disney is looking to build in India is maintained. Bringing family stories right at the centre of its offering may have worked in the favour of Disney, as that continues to be the cornerstone for its key endeavours in India.
Disney Channel has already started the summer blitz with the premiere of its newest family sitcom ‘The Suite Life of Karan & Kabir’. The series debuted on April 8. In addition, the second season of its family comedy ‘Best of Luck Nikki’ will return in May. New episodes of existing properties such as ‘Phineas and Ferb’, ‘Art Attack’, ‘Doraemon’, Disney Junior’s ‘Jake and The Neverland Pirates’ and ‘101 Dalmatians’ are also planned for the summer. Weekend mornings will house Disney movies.
The Disney Marvel relation will finally see some push in India as Disney XD will showcase ‘Marvel Universe’, a dedicated programming block for all Marvel content such as the animated series ‘Ultimate Spiderman’ and ‘Iron Man: Armored Adventures’, as part of its offering. In addition, Disney XD will also bring alive Indian detective story by Satyajit Ray – ‘Feluda’ as an animated series, along with new shows ‘Heroman’, ‘VR Troopers’, ‘Luv Kushh’ and new episodes of Disney XD’s star show ‘Kick Buttowski’.
Hungama TV will also take the mischief up a notch with the showcase of new episodes of shows such as ‘Chimpui’, ‘Ultra B’, ‘Luckyman’, ‘Space Goofs’ and more. Shin Chan will be seen in a brand new movie, ‘Shin Chan in Dark Tama Tama Thrilling Chase’.