MUMBAI: English GEC Disney International HD will be launched on 29 October. "It will have exclusive content which has not been shown on any traditional or digital platform before -- it's cent per cent original content," said Disney India vice-president - media networks and interactive Abhishek Maheshwari.
The new channel -- catering to the entertainment needs of 14-25-year-olds -- will be supported by a library of 1500-plus episodes of live action series and 100-plus Disney movies. The channel, with 6-8 pm prime-time band, will not have any animated shows.
With increase in the number of players in the English entertainment genre, the competition is also intense. Recently, Zee launched &Prive, targeting the non-conformists.
Disney India will now have eight channels in its portfolio, including the latest addition Disney International HD (from 29 October).
Maheshwari pointed out: “Typically, we have seen that kids grow out of animation after 14 years, and we would offer a kind of content that would resonate with them and stay there for a long time."
The channel's promotional and marketing campaign will start in full swing after Diwali in six metros and tier 1 cities. “A lot of tractional will come from these two geographies," Maheshwari added.
About distribution, he said: “Our premier content will be available on all DTH platforms and we are closely following up with the cable networks as well. The increase in HD consumption and HD households, both are the reasons behind the HD strategy,” he added.
The content mix of the new channel spans a wide variety of new series and movies, ranging from the latest hits like ‘Liv and Maddie’, ‘KC Undercover’ and ‘Girl Meets World’, to blockbuster original movies such as ‘Descendants’ and ‘Teen Beach Movie, and popular hits like ‘Hannah Montana’ and ‘Wizards of Waverley Palace’ and ‘High School Musical’.
The content will also highlight Disney’s original music from these series and movies through music videos and sing-along versions.
It remains to be seen how convincing the new content in a superior HD format is to the grown-up teens and young adults.
