Walt Disney Television International (India) has taken a step to reach out to the non C&S audience as well. Disney was in any case airing a block on STAR Plus to reach more audience and now the brand has tied up with DD1 to air a 30-minute weekly block on the national broadcaster.
Commenting on the move, Rajat Jain, MD, Disney India said, "As a world class leader in children's entertainment, it is our responsibility to take the Disney brand and the quality that comes with it to as many homes as possible. We did it in a big way by taking the brand to the 40 million C&S households when we launched the Disney channel, and the next step is to forge partnerships that will take this brand further through existing, bigger platforms."
He cited the example of the Disney block on STAR adding, "With that, we will reach an additional audience and now we want to look beyond the C&S platform as well. With DD, we will reach the audience that either cannot afford C&S or cannot get it due to geographical reasons."
Disney has bought a 30-minute weekly slot on DD1. As is the DD working style, Disney will be responsible for the ad sales of this slot as well. Jain informed that the channel would be placing relevant promos on this slot too. He explained that ad sales would play an important role to make the deal viable. The slot, called 'Disney Jaadu', airs on Sundays at 10.30 am.
"This is the next big step for us in forging partnerships. With DD we will reach 90 million terrestrial households now," said Jain, adding, "At present, it is a half-hour band, but this is just the beginning. We have to see how this works out and depending on that the relation will develop accordingly."
The Disney programmes that will be seen include established franchises like Mickey and Friends, Tarzan and so on. Jain explained, "Since this is a start, it is better to begin with the brands that are iconic that children are already familiar with."