Television

Disney targets five local productions; to kick off with 'Vicky Aur Vetaal'

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2016/08/22/Untitled-1_8.jpg?itok=CX1rEu8d

MUMBAI: Walt Disney is stepping up its localisation drive in India. One major push in this: have five locally produced live-action Hindi shows tailored for Disney Channel in a year's time.

"Local live-action programming is the way to pump up Disney Channel. We plan to have five original shows within a year and are in talks with various production houses," Walt Disney Television International (India) executive director, programming and production, Nachiket Pantvaidya tells Indiantelevision.com.

Disney will have 130 hours of locally produced content over the next one-year period. "India is the first market in the TV business outside the US where Disney has gone in for original local production," adds Pantvaidya.

The plan is to increase local content on Disney Channel from 20 to 40 per cent in a year's time. The move falls in line with Disney's step-wise localisation strategy. This involved languaging the content, creating local environments through interstitials, acquiring local content like Karishma Ka Karishma and lastly, original local production.

Disney Channel is all set to premiere its first original live action Indian production Vicky Aur Vetaal, a contemporary version of ancient Indian folklore, on 8 October.

Disney is also actively considering the option of producing a local movie for TV aimed at the Indian audiences, Pantvaidya says.

So is Disney also looking at producing animation content in India? "We have nothing planned at this stage. The problem with animation is that the costs do not justify a product just for local TV. It has to spread across markets," says Pantvaidya.

Disney has commissioned production house Cinevistaas Ltd. for making Vicky Aur Vetaal. Disney has joined hands with other prominent names in the industry like programming director Suraj Rao, music duo Shantanu Moitra and Swanand Kirkire (composer and lyricist) and singer Babul Supriyo.

The series will air every Sunday at 10:30 am on the Disney Channel. Speaking on the developments of the new show, Cinevistaas vice chairman and managing director Sunil Mehta said, "We started production in August last year, with six episodes complete. We have signed on for 26 episodes which can be extended."

The story pans out with Vetaal trapped upside down from a banyan tree for three hundred years and is rescued by an eleven year old brat Vicky. Vetaal's magical powers have also become rusty landing the pair into trouble, thus the chosen theme "Vetaal ka magic gadbad ghotala." To undo the mess, Vetaal uses an eccentric 'spell book' which has a life and attitude of its own. Inspite of the havoc the pair bring to the show, it also promises to subtly bring out certain moral undertones of responsibility for ones actions.

"Disney Channel's commitment to localisation has been a well planned endeavor and we are extremely happy to be delivering on it. We believe in the strength of Indian stories. Our creative idiom with Vicky Aur Vetaal was to contemporize and keep it relevant to today's generation. In the process of narration, we are able to involve kids in the storyline by addressing their day to day issues in a fun way," says Pantvaidya.

With its entry into India, Disney sought pioneer live action programming in a cartoon driven kids market and, according to Pantvaidya, within a span of two years the market has tripled its size.

Says Walt Disney Television International (Asia Pacific) senior vice president and managing director Nicky Parkinson, "We seek to strengthen connections with kids and their families by developing creative, quality local content that reflects the lives of the local audiences. This major initiative is a strong step forward in establishing Disney Channel further as a committed local player in this country, and also a reflection of the Walt Disney Company's commitment to seeking great creative from the global marketplace."

For the promotional activity around Vicky Aur Vetaal, Disney Channel has launched a theme-driven marketing campaign involving TV, Radio, Internet, and outdoor apart from an off-air promotion which includes touch-points at McDonalds and other outlets frequented by kids.

In the week preceeding the launch, an on-ground teaser campaign was unveiled whereby 'authentic duplicates' of certificates were issued announcing a change of name of the person in question. This, along with marriage proposals from strangers and even inanimate objects like trees got people really curious about what was going on, creating the much desired buzz around the campaign. Besides, Disney has used out of home initiatives in malls across 22 odd markets in the country to create optical illusions. The revealer campaign will be unveiled in 2-3 days.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/22/IPL-800x800.jpg?itok=gWfm4TQw
IPL: Media rights race hots up after IMG renews events deal

MUMBAI: IPL events rights holder - the International Management Group (IMG) has reportedly renewed its partnership with the Indian Premier League (IPL) for another five years. For the last 10 years, the UK-based organisation is the primary controller of the main events related to the IPL. IPL...

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/22/ISL.jpg?itok=_eMunjPv
ISL sponsorship: Hero triples investment at Rs 1.6 bn

MUMBAI: Hero MotoCorp has, for another three years, reportedly renewed its sponsorship arrangement with IMG Reliance and Star India-promoted Indian Super League (ISL) for Rs 1.6 billion. As Hero's last deal with ISL in 2014 was valued at approximately Rs 500 million, it has now tripled its...

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/22/Untitled-1_1.jpg?itok=seF0g_FR
FremantleMedia expands into scripted content, partners bestselling author Heather Lende

MUMBAI: FremantleMedia is further expanding its push into scripted content by teaming up with bestselling author Heather Lende to develop Find The Good, an uplifting drama series inspired by Lende’s memoir of the same name and her earlier memoir, If You Lived Here, I’d Know Your Name.

Television Production House Non-Fiction
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/21/bday.jpg?itok=rWg3hp2k
AXN brings double treat for ‘Sherlock’ fans with restaurant hopping and binge watching

It is Benedict Cumberbatch’s aka Sherlock Holmes’ birthday month. And to celebrate the birthday of the man who plays the most iconic detective on screen Sherlock Holmes, AXN has taken an unconventional route for its fans. In addition to showing all Sherlock episodes back-to-back for the first time...

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/21/barc.jpg?itok=kx6b-VfJ
BARC to host digital measurement roadshows in Delhi, Mumbai & Bengaluru

After setting up a robust TV viewership measurement system, BARC India is gearing for a successful launch of EKAM, its digital viewership measurement venture. In keeping with its policy of transparency and inclusivity, BARC India, is hosting a series of multi-city roadshows for members of the...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/21/MLS.jpg?itok=xZTjwzip
Major League Soccer to implement 'video review' from 5 August

MUMBAI: Major League Soccer has confirmed that, beginning 5 August, all MLS games, including the Audi 2017 MLS Cup Playoffs and MLS Cup, will incorporate Video Review. Headquartered in New York City, Major League Soccer features 22 clubs throughout the United States and Canada.

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/21/Ajay-Devgn.jpg?itok=AVQjeNtC
Star Gold premieres 'Dhruva' on 23 July, Ajay Devgn lends voice

MUMBAI: Star Gold claims to have has become synonymous with setting new benchmarks for every film it premieres and the channel now takes it a notch higher by becoming the first Hindi Movie Channel to get a Bollywood megastar to dub for a movie Premiere.

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/21/monica-tata-800x800_0.jpg?itok=1aBkaKIE
Scope for BTVi & two channels in biz genre, says Megha Tata

MUMBAI: While assessing business news viewership to be less than one per cent of the 183-million television viewing homes, BTVi aims to be among the top three channels as it grows two and a half times in six months flat. Business Television India (BTVi) will complete a year in August 2017 and its...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/21/Ayushamaan%20Bhava.jpg?itok=_x3TbdkE
Life OK rebranded as Star Bharat may start from 15 Aug

MUMBAI: Star India is planning to relaunch its existing general entertainment channel -- Life OK, renamed as Star Bharat. The channel plans to have modern outlook but Indian feel. According to reports, it will be relaunched with the new look on 15 August. Since 2011, the channel will be branded...

Television TV Channels GECs

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories