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MUMBAI: In line with its localisation strategy, Walt Disney is working on two
original, live-action Hindi-language TV series to be shown on the Disney Channel.
The
move will mark Disney's entry into production of shows locally as it pumps up
efforts to expand in a fast-growing Indian kids television market.
"We'll
have two shows on the air by the end of 2006," Disney Channel Worldwide president
Rich Ross told Financial Times in an interview.
Ross
did not disclose the working titles for the two new
series, but said they will be 'half-hour dramas telling
different stories.' One of these shows is reportedly
centered around a girl band.
Disney
has shown aggression in the Indian market and recently
acquired Hungama TV, a local kids channel, and a 14.9
per cent stake in production house UTV Software Communications
for a total consideration of $44.5 million. The company
has also announced serious intent to produce Bollywood
movies.
Following
a step by step localisation strategy, Disney initiated
this move by converting Toon Disney into Tamil and Telugu
for audiences in the South. "Languaging was our
first step," a Walt Disney Company (India) Pvt.
Ltd spokesperson told Indiantelevision.com.
In
order to provide the Disney channels a local environment, specific interstitials
were introduced. The third step was to acquire locally produced content like Hanuman.
"Producing
our own shows locally was the final step in this localisation
drive," the spokesperson added.
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