GECs
‘We will build on our global franchises and get other local content to create an environment for ratings’ : Antoine Villeneuve- Walt Disney TV International (India) SVP & MD
|
The Walt Disney Company acquired Hungama TV in 2006 for $30.5 million, a sign that two of its global channels needed a local muscle to fight the might of Turner International in the kids TV turf in India.
The Cartoon Network-Pogo duo still lead the space as the mouse house is busy finding the right content mix for its three channels. Disney Channel is positioned as a kids-driven family channel while Hungama TV is eyeing kids in the 4-14 years age group. Jetix is for the 6-10-year-old boys. 
The challenge for Disney is not just to gain more audiences but also to drive up revenues in a genre that is seeing slow growth.
In an interview with Indiantelevision.com’s Anindita Sarkar, Walt Disney Television International (India) senior vice president and managing director Antoine Villeneuve talks about the need to build on Disney’s global franchises while filling in the other pieces of content without disturbing the brand values.
Excerpts: |
|
|
Disney Channel has failed to make a mark in India, as is evident from the ratings. What are the corrective steps you are taking?
Being a kids-driven family channel, we have had to add other pieces of content. For the first time ever, we have moved ahead to acquire Bollywood content to draw in more eyeballs. We have bought two Aamir Khan movies, Hum Hai Rahi Pyaar Ke and Jo Jeeta Wohi Sikander, which will be showcased on 12 April and 3 May. The core focus of the channel, however, is the tween segment (8-12 age group) and to increase penetration we have made the channel available in Hindi as well. We are building all the necessary bricks, but staying within the essence of the brand and the positioning of the channel. |
|
|
Which are the franchises you are maximising your investments on?
The Hanna Montana movie releases in May which is sure to have a great impact on building the brand value of this franchise in India.
The other big property we are building is High School Musical. We are giving it a bigger dimension as season 4 kicks off soon. |
|
|
Why are ratings coming only from the locally acquired live action content? |
|
|
How have you positioned Hungama TV after acquiring it from UTV? |
|
|
The channel has slipped from its top position. How do you plan to revamp it?
The Trouble Soda band will feature shows such as Doraemon and Ninjaboy Rantaro while Fun Gas will showcase Shinchan and Asari Chan.
Hungama TV will have all new shows this summer and the three bands will play on the theme ‘Mad fun with Adventure.’ We will also launch the mega summer contest – the Indian Pyjama League – on the channel, starting 11 May.
On the movie front, we will be showing titles such as Andaz Apna Apna and Fantiastic 4 this summer. |
|
|
|
|
Jetix has been more successful in the south. What are you doing to elevate its status in the north? |
|
|
How do you plan to beef up your summer lineup this year?
We will also be launching brand new shows on Disney such as Wizards of Waverly Place, Sony with a chance, Imagination Movers and Aaron Stone. Aaron Stone will launch on 15 May and will be the story of Aaron, a master in video gaming. Summers will also see the second season of Mickey Mouse Club House (MMCH).
For Jetix, we are launching the ‘Spectacular Superhero Summer Operation’. Under this brand, we will have all new superhero shows ( Zoran/ World of Quest/Ratman/ Power Rangers RPM).
We will also carry new episodes of Hero, Detective Conan and Inspector Gadgets. Furthermore, we will show various martial arts and action adventure movies such as George of the Jungle 2, Hulk and X men. |
|
|
Why is the revenue from kids TV not proportionate to its audience share? |
MUMBAI: Lights, camera… connection because this time, the game isn’t just about winning, it’s about who’s with you. Sony Pictures Networks India is gearing up to launch a new reality game show, Tum Ho Naa, expanding its unscripted slate with a format that promises both emotion and engagement.
The show will premiere soon on Sony Entertainment Television and stream on Sony LIV, with Rajeev Khandelwal stepping in as host. Known for his measured screen presence and selective choices, Khandelwal’s return to television adds a layer of familiarity and credibility to the upcoming format.
While specific details of the gameplay remain under wraps, the positioning suggests a reality format that leans as much on emotional resonance as it does on competition, an increasingly popular blend in Indian television, where audiences are gravitating towards content that offers both stakes and storytelling.
Khandelwal, reflecting on his return, noted that his choices have often been guided by instinct rather than convention, describing Tum Ho Naa as a project that feels “close to the heart”. His association also signals Sony’s continued focus on anchoring new formats with recognisable faces who bring both relatability and depth.
The launch comes at a time when broadcasters are doubling down on original non-fiction formats to drive appointment viewing, even as digital platforms expand parallel reach. By placing the show across both linear television and OTT, Sony appears to be aiming for a dual-audience strategy capturing traditional viewers while engaging digital-first consumers.
As the countdown to premiere begins, Tum Ho Naa positions itself not just as another game show, but as a reminder that sometimes, the biggest prize on screen isn’t the jackpot, it’s the journey shared along the way.
