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Disney to roll out 400 locally produced episodes; India key to emerging market strategy

20-December-2004
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Disney to roll out 400 locally produced episodes; India key to emerging market strategy

Disney Channel will roll out as many as 400 episodes of locally produced content in its first year. The launch month’s schedule will feature approximately 25 half hours of local original production. The main attraction of the channel’s programming is a line-up of blockbuster Disney feature films dubbed in Hindi; 130 movie titles have already been dubbed for year one. In addition there are eight live action series, eight pre-school shows and 20 animated series, constituting 1650 episodes of kids and family content.

David Hulbert, President, Walt Disney Television International (WDTVI), said, “India is a priority market central to Disney’s global emerging market strategy. Our commitment to local production on Disney Channel in India is second only to the US channel. With a history of cutting edge content that kids love and parents trust and enjoy, Disney Channel will be a category defining channel in India.”

Disney Channel’s multi-genre programming is designed to meet the needs of India’s pre-school children, kids and family audiences, by addressing specific entertainment genre gaps.

Rajat Jain, Managing Director, WDTVI-India, said, “With content based on the Disney principles of decency, fun, community, storytelling, optimism, innovation and quality, our mission is to significantly raise the bar on the quality and relevance of content being offered to Indian viewers today. The channel line-up has been customized to the sensibilities and discerning entertainment needs of Indian audiences.”

Content on the channel claims to represent unprecedented commitment to localization by a global entrant in the history of Indian television. Doug Miller, Managing Director, WDTVI Asia Pacific, said, “Disney Channel is a category leader in virtually every market in the Asia Pacific region. In India, the Disney brand is incredibly strong and has natural resonance in the market. We expect that the channel will soon win the hearts of millions of Indian kids and families.”

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