Disney XD beefs up regional presence

In a move to further tap the regional market, Disney XD is launching Marathi and Bengali feeds. An extensive marketing campaign is on the anvil.

e4m by Suraj Ramnath
Updated: Dec 29, 2011 1:30 PM
Disney XD beefs up regional presence

In a move to further tap the regional market, Disney XD (DXD) is launching Marathi and Bengali feeds in January 2012. With this, the channel would be available in six languages, along with English, Hindi, Tamil and Telugu. This move will help the channel firm up its regional presence.

Commenting on the reason behind launching the channel in Marathi and Bengali feeds, Natasha Malhotra, Vice-President and General Manager, Walt Disney Television International India, said, “Encouraged by the response to our Tamil and Telugu feeds for DXD, the Bengali and Marathi feeds are a step to further build Disney XD’s relevance to our viewers by ensuring that our audience can enjoy their favourite Disney XD content in their own language.”

Malhotra further said, “We are launching an extensive marketing campaign in January 2012 in key markets to build engagement with our viewers across the country. The campaign will include outdoor, cross promotions across the Disney network and exciting mall activations. Our on-air campaign, ‘A for Awesome’, has already been extremely successful in establishing a strong platform for the Disney XD brand with our viewers and advertisers alike in the South.”

Regarding inclusion of original content in Bengali and Marathi languages, Malhotra said, “We are committed to showcasing original Indian and regional stories and characters on our network. Satyajit Ray’s famous detective story ‘Feluda’, which will be showcased on Disney XD next year, is the first off the block in this endeavour and we will continue with such initiatives in future as well.”

Adding further on the focus areas of Disney XD for the year 2012, Malhotra divulged, “We will further build the relevance of Disney XD for boys on the back of Disney Original Animation shows and Marvel content that has been an integral part of every boy’s growing up years. Home to well-known Marvel superheroes such as Spider-Man, the X-Men, Iron Man, The Incredible Hulk and The Fantastic Four, Disney XD promises an even higher dose of action, adventure and comedy with best-in-class shows in the months to come. We will also consolidate Disney XD’s national presence by enhancing our reach to kids and families across newer markets through a significant distribution push and innovative marketing campaigns.”

Disney XD’s move to launch the channel in Marathi and Bengali feeds has come close on the heels of the launch of new channel for kids, Sonic, which is available in English, Marathi, Hindi and Bengali languages.


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