Television

Disney extends local content; launches new show on 27 April

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.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/24/dsport.jpg?itok=zvJEwZX0
DSPORT to broadcast ‘Ryder Cup’ for viewers in India starting 28th Sep, 2018, 11:30 AM onwards

The 42nd edition of the biennial ‘Ryder Cup’ will bring the long lasting existing rivalry between golfers of Europe and USA for the Indian viewers. The prestigious tournament will be telecast live on DSPORT from 28th - 30th September, 2018 from 11:30 am onwards for the first two days while the...

Television TV Channels Sports
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/24/soarav.jpg?itok=-kknsSs9
Football er daak shune Bangali ashbena? Etao ki hote paare? Cholo, Shonge cholo! Banglar jeet hok! Says Sourav Ganguly in Star Sports’ new TVC for Season 5 of the Hero Indian Super League

KOLKATA: Hero Indian Super League – India’s premier football league, kicks off in a week’s time on September 29, 2018, with two-time champions ATK hosting Kerala Blasters. The season is full of optimism for ATK and its fans as the 2014 & 2016 champions are sporting a new look this year with...

Television TV Channels Sports
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/24/ok.jpg?itok=YYf_ABNV
Leap into the future and befriend the greatest superheroes as Cartoon Network premieres OK K.O.! Let’s Be Heroes

A deadly swagger, a flamboyant persona and a long cape that makes you drool – is this the perfect recipe for a hero? Not anymore! Meet K.O. – a young and ambitious boy on a mission to become the world’s greatest hero! Taking on the might of a nefarious villain, K.O. is proof that all you need is...

Television TV Channels Kids
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/24/Nicktoons.jpg?itok=3KjTvx8n
Nicktoons Motu-Patlu and Shiva join hands with CMCA’s 700 students for a Chakachak Mumbai

The network with a humane purpose, Viacom18, along with 700 student volunteers associated with the Children’s Movement for Civic Awareness (CMCA) today supported the city civic authorities by organizing a clean-up drive across major beach promenades in the city.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/24/sky.jpg?itok=Cv6PmVnx
Comcast outbids 21st CF in Sky deal with $40 bn offe

US cable giant Comcast made a winning bid against 21st Century Fox and the Walt Disney Co for European pay-TV operator Sky by offering nearly $40 billion. The rare three round auction was managed by UK's Takeover Panel.  

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/24/dnpa.jpg?itok=zISgvoTn
Comment: DNPA formation raises key questions & upsets independent publishers

“When it comes to rain making, not all followers are equally valuable. Some people have a lot more influence than others,” said Areva Martin, author and autism expert, in `Make It Rain!: How to Use the Media to Revolutionize Your Business & Brand’.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/22/rv.jpg?itok=F7QrH1aA
Untapped TV audience of 100 mn for international channels

The International Television Research Group (inTV) and GlobalWebIndex compared internet users aged 16-64 who watch any of the international TV channels such as BBC News, Bloomberg Television, CNBC, CNN, Euronews, Eurosport, France 24, National Geographic Channel, Sky News and TV5Monde channels at...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/22/zee.jpg?itok=BLz1u0z9
Zeel channels continue to rule Hindi channels; Colors, Star Maa return to across genres list

BENGALURU: Zee Entertainment Enterprises Ltd (Zeel) free to air (FTA) Hindi GECs Zee Anmol and flagship Zee TV were once again ranked second and third in Broadcast Audience Research Council of India (BARC) weekly list of top 10 channels across genres for week 37 of 2018 (Saturday, 8 September 2018...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/22/Colors_Bangla1.jpg?itok=BJ2UigU_
Kannada, Marathi, Tamil, Telugu market witness no change in BARC week 37

Colors Bangla and Jalsha Movies swapped their third and fourth positions in the Bengali space in the BARC data’s week 37. Big Ganga and Bhojpuri Cinema exchanged their first and second positions in the Bhojpuri segment. In the Kannada, Marathi, Tamil and Telugu market, no changes were observed....

Television TV Channels Viewership

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories