Disney on the lookout for local content

Walt Disney is looking at acquiring local content to rev up its two channels, Disney and Toon Disney. The company was talking to some of the people in India in this regard, Rajat Jain, managing director of Walt Disney Company (India), said.

He said the production has to match the strict quality standards set by the US giant. "It must have a universal appeal. We want to run them internationally," Jain said at the sidelines of a press conference in Kolkata on Wednesday.

The company now plans to focus on television as the medium to establish its brand within masses. Even as company's study claimed to show that Disney, world's largest media brand, already enjoyed a good recall here, TV content would drive its business further. "India and China are two key markets for us," he noted.

Apart from its two channels, the company is providing programme blocks to other channels. "We are reaching only 10 million homes while Star Plus, where a block of Disney programme is on, reaches far more homes. So it makes sense," he said.

The company believes that after a year of beaming in the Indian market more opportunities will open up.

For instance, its merchandising business is already present in India. It has tie up with 40 local manufacturers who develop different Disney merchandising like plastic moulds or soft toys. This business will surely get a leg up if TV penetrates a large audience.

Moreover, it will also boost Disney's publishing business a lot.

Quizzed about possibility of setting up a theme parks in India, Jain said there were doubts if people were ready to pay. For instance, entry into a theme park would cost $ 50. There are five theme parks in the world, the latest addition being one at Hong Kong.

In India, the Disney channel would contain Playehouse Disney which include pre-school curriculum. It is developing a wide range of local content addressing at kids aged below five.