Talking at FICCI FRAMES here, Anne Sweeney, Disney Media Networks Co-chair and Disney-ABC Television Group President, said that outside of the US, India is one of the largest markets Disney has invested in for local production.
“This investment includes finding and nurturing fresh talent in the live action space and working with the best writers, producers, musicians, and actors to tell our compelling stories for families across India,” she said.
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She said that so far, the Disney Channel in India has produced numerous long-form shows, with multiple seasons, as well as a Disney Channel Original movie. Disney Channel is also expanding its offerings of quintessential Indian stories through acquisitions of animated content.
She noted that audiences everywhere increasingly want to personalise their media experience and use emerging technologies to watch their shows where they want, when they want, and how they want. And Disney has worked hard to stay ahead of technology disruptions and find innovative ways to remove barriers and deliver storytelling to consumers on whatever platform they choose.
“To maintain momentum, we’ve spent the last few years paying close attention to our viewers. We’ve watched how they move about in the world and how they use technology as part of their lives. It’s not always easy to keep pace. The rate of change is occurring at warp speed, especially here in India,” she said.
She added that the great news is that the television industry here is taking steps now to meet the audience where it’s going. The digital conversion and nascent mobile market in India will change everything for the consumer and provide tremendous opportunities for all of us to engage those billion consumers, she said.
Sweeney added that it is important to strike a balance between adapting foreign formats and creating original content.