MUMBAI: Disney channel India seems to be creating a strong impetus to extend its local content in a bid to build its viewership base.
Starting 27 April, the channel will launch its new local show, Kya Mast Hai Life, targeting the tween segment comprising the 8-12-year-olds.
Says Walt Disney Television International (India) senior vice president and managing director Antoine Villeneuve, "India is a very important market that is key on local content. Therefore, Kya Mast Hai Life adds a very significant dimension to Disney‘s programming slot."
Kya Mast Hai Life will run from Monday to Friday at 7 pm. The show is based on the story of five friends and marks the debut of Shaheer Sheikh, Nazneen, Sana Sheikh, Shweta Tripathi and Ashish Junija.
"The tweens (8-12-year-olds) are a growing segment of the Indian audience sector and that‘s what our focus zone is. But since we also aim to captivate the complete family audience segment too along with the target group, we have placed the show at the 7 pm slot," states Walt Disney Television International (India) associate director and head-proramming Devika Prabhu.
Disney Channel has commissioned the new property to Sol (of Coffee with Karan fame), which marks its debut in the production of fiction programming with Kya Mast Hai Life.
Says Sol managing director Fazila Allana, "Sol has always had an upper hand in non-fiction programming and television events. And now with Kya Mast Hai Life, we look forward towards establishing similar success in the fiction genre too."
"Currently, we are concentrating on the first 13-week episodes of the show. As the story progresses we will move forward with our production process," Allana adds.
The channel has adopted a 360 degree blanket approach for marketing and promoting its new property amongst its target groups.
As part of the intiative, the show will be cross-promoted across network channels. Promotions will take place in malls, multiplexes and coffee stores through outdoor media. There will also be in-cinema spots for the series along with roadside hoadings across the country.
Disney channel will also promote Kya Mast Hai Life online through a dedicated site. Mobile will be used as a means for series downloads.
Disney Channel has been playing on local content for quite sometime now. It has already produced three long-format shows - Vickey Aur Vetaal, Dhoom Machao Dhoom and Agadam, Bagadam, Tigadam, which have reached their season-ends.
Disney Channel India is also running locally-acquired content such as Shararat and Son Pari and now, it is also experimenting with Bollywood content to draw in more eyeballs. The channel has bought two Aamir Khan movies, Hum Hai Rahi Pyaar Ke and Jo Jeeta Wohi Sikander, that will be showcased as part of its summer lineup this season.
