Disney India has seen an increase of more than 40% in its viewership as compared to the industry average of 25% in the past few months amid the slowdown, says Anuradha Aggarwal, Head, Infotainment, English and Kids, Star India.
“Disney has had an exciting time in the past few months. While the kids' genre viewership grew about 25%, we grew viewership by over 40%. Making the Disney network, one of the most preferred networks for kids across India, especially in the last few weeks,” she said.
Discussing their content strategy and how Covid impacted the channel, she said, “We have a fabulous line-up of new shows, about 100 hours of content we launched in the past few months.”
She said along with a good distribution strategy, the definition of prime time changed due to the pandemic, and that increased viewership and the time spent on the channel.
Kids’ channels, she said, make an interesting proposition for advertisers because a lot of co-viewing takes place. She said brands wanting to target parents and kids can invest in the genre. “I believe the kids' genre should be targeted for the mixed numerical delivery. It does well for the aggregate as well as the kids' audiences,” she said.
Aggarwal said despite the fall in the overall advertising, Disney has managed to attract advertisers. “These are tough times. But if you go by the Madison report, the kids' genre is slated for an upswing in the second half and we are all keeping our fingers crossed for that,” she said.
Aggarwal said Disney has a good strategy for the festive season. “We launched a Doraemon movie and that has been one of the highest-rated movie releases in the last two-and-a-half years. So obviously, we are seeing a huge upsurge in viewership. We have plans for the festive season and ‘Imagine That’ (a new show) is very much core to our festive plan, and we'll be sharing more as we go along.”
“We are doing something different from what our competitors might be right now and we have great support from our sponsors on this property. We're very excited to put this forward at this time. Our strategy continues to be differentiated and our offering experiential,” she said.
Disney India is launching a new show ‘Imagine That’ on September 6, 2020. The show is aimed at inspiring kids to upcycle through DIY. The show will be hosted by popular artist Rob. They have taken on board BYJU’s, Savlon and Cello Colour UP as main sponsors.
Speaking about the show, Aggarwal said, “We believe that kids have a natural desire to explore. They have a fabulous imagination and they're constantly looking to create and we want this new show to basically inspire them to express themselves by upcycling products through DIY. We believe that repurposing and recycling can help you create meaningful products out of the simplest of things. With fabulous partners and sponsors like Cello Colour UP, Savlon, and BYJU’S, we have a property that will stay in the consumer mind as well as the child's imagination for a long time to come.”
Speaking about the communication strategy, Aggarwal said the plan is to reach out to the audience through Disney and Star network channels. They have also taken on board several DIY bloggers on social media, including the host Rob, to attract viewers.