| "We are only 2 years old in India and already have 52 per cent market share in kids' viewership. To push growth further, we are looking at a series that would be in local languages and have concepts that go down better with the local viewers," K Seshasaye, head, corporate communications told Business Standard. |
| Disney channel, a week ago, launched its Dhoom Machao Dhoom series in Hindi, Tamil and Telugu, among other languages. |
| The series moves around 4 Indian teenage girls trying to form a musical rock band, the problems they face and the way they overcome them. |
| Disney also launched the series 'Vicky and Vetaal' in regional languages. This series moves around a school boy who stumbles upon 'Vetaal' and their adventures together. |
| "It was important to come up with series on adventures of 'Vetaal', etc, courtesy Vikramaditya's Betaal Panchabingsati, because these are the kind of stories that Indians have grown up on, and therefore would be able to relate to them better when shown on Disney," explained Seshasaye. |
| Besides, Indian content on Disney would make viewers feel that the channel is not just for English series but gives priority to localised content too. |
| Merchandising is also one area that Disney is focussing on strongly. "Our retail sales last year was $23 billion globally. The series in local languages, like 'Vicky and Vetaal', and 'Dhoom Machao Dhoom' are too new. Once they catch on, we would cash in on their merchandising too," said Seshasaye. |
| Disney has 4 channels in 19 countries that it reaches - Disney, Toon Disney, Playhouse, and Jetix. |
| In India, however, only Disney and Toon Disney are available, which also accommodate close to 6 hours of Playhouse and 12 hours of Jetix respectively. |
| One of the most popular English series on Disney's Jetix is 'Power Rangers', in which every season has newer teenage heroes and newer villains. |
| Power Rangers clocks at least 20 gross rating points every week in India. It also registered 1 million mobile games download in the last six months in India. |
| "We cash in heavily on Power Rangers merchandise, with VCDs, DVDs, games, toys, accessories, garments, books, etc. Recently, we have tied-up with Nerolac Paints who would paint a Power Rangers room for any kid at any point," informed Seshasaye. |
| Disney is also organising shows in Bombay, Ahmedabad, Delhi and Calcutta, bringing Power Rangers to directly interact with about 10,000 kids of every city, thus building the Power Rangers brand further in India. |
| In Kolkata, Power Rangers would interact with kids on January 26 at City Centre. |
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