Devika Prabhu, Head of Programming, Walt Disney
Unlike adults, whose preferences and entertainment needs are largely set, kids’ preferences and content affinities are constantly evolving, based on their experiences, exposure levels and influences. It is a delightful challenge to provide engaging, inclusive and responsible content to kids at varying life stages in the 4-14 year age group. Their entertainment needs are naturally varied, and with the three channels that we have, it is something that we aim to satiate.
Unlike adults, whose preferences and entertainment needs are largely set, kids’ preferences and content affinities are constantly evolving, based on their experiences, exposure levels and influences. It is a delightful challenge to provide engaging, inclusive and responsible content to kids at varying life stages in the 4-14 year age group. Their entertainment needs are naturally varied, and with the three channels that we have, it is something that we aim to satiate.
Q. Your last assignment was with a general entertainment channel. How different is creating content for children vis-à-vis creating content for the masses? General entertainment channels are a great base for understanding what appeals to family viewing. It helped me understand the entertainment needs of each member of the family. The different roles I’ve had during my tenure at Sony, gave me a widespread exposure to different genres of programming, and working on some of the biggest shows that set the bar on quality entertainment was a great learning that I could take forward into my current role at Disney.
What I like about Disney is that while we have channels that sit in the kids’ genre, our content is designed to appeal to everyone in the family. For me, it has been an exciting learning on the myriad of entertainment needs that kids today have. Unlike adults, whose preferences and entertainment needs are largely set, kids’ preferences and content affinities are constantly evolving, based on their experiences, exposure levels and influences. It is a delightful challenge to provide engaging, inclusive and responsible content to kids at varying life stages in the 4-14 year age group. Their entertainment needs are naturally varied, and with the three channels that we have, it is something that we aim to satiate.
Also, Indian families are more democratic today. Kids have a much larger say in their own lives and aspirations than ever before, and I didn’t really know how large until I came into the genre.
Q. How has Disney XD's journey been after the rebranding exercise? How has the consumer response been? Kids today are more wise and wired. Their exposure levels are much higher and their experiences and interests are more varied than before. Disney XD is a contemporary channel to keep up with and fulfill the entertainment needs of today’s generation. The channel is the confluence of quintessential tween passions such as sports, technology and gaming and the spirit of accomplishment and has resonated well with the viewers.
We have also got great responses from our client community as well about the distinctiveness of Disney XD proposition. We are looking forward to some great synergistic partnerships and our ability to deliver content offerings that transcend platforms.
Q. What type of shows can one expect on Disney Channel, Disney XD and Hungama in the coming months? The content across our multiplex resonates well with our viewers because they have universal themes that are presented in a locally relevant way. Raising the bar on quality and relevance of content in keeping with the positioning of each of our channels is a priority. In line with this, you will see several new shows on all three channels. While there will be the regular favourites, there will be new local surprises on the network as well.
The content offerings on the channels will also have significant online and on-ground touch points, making it a complete, immersive and inclusive experience for kids and their families.
Q. How does Disney Channel differentiate itself from its sister channels such as Disney XD and Hungama TV? The wonderful thing about having a multiplex of channels is that we can more completely serve the entertainment needs of our viewers. Disney Channel focuses on connecting with tweens and their families through iconic characters that have become representations of today’s tweens. For example, Hannah Montana is aspirational and iconic with universal themes and a strong cult following.
While Disney Channel focuses on the celebration of family and friendship and encourages viewers to follow their dreams, through music, dance, magic and comedy, Disney XD does this through different idioms such as sports, technology and gaming, spirit of accomplishment, etc., all presented in a high energy and humorous tone. While it appeals more to older boys, it continues to be girl inclusive since all our content is designed to appeal to everyone. Disney XD most importantly is about finding the hero in yourself, setting your own challenges and accomplishing them.
Our programming block – Play House Disney – on the other hand, is all about content that encourages pre-schoolers to imagine and learn with iconic shows such as ‘Mickey Mouse Clubhouse’ and ‘Handy Manny’.
Hungama TV, on the other hand, encapsulates the mad fun spirit of childhood; it is about laughter and enjoying yourself. This spirit of the Hungama brand cuts across everything – age, gender and geographies.
Hence, despite being in the same space, the Disney multiplex has diverse offerings across the three channels.
Q. What sort of content changes have been introduced in Disney XD after the rebranding? The new content introduced along with the channel rebranding is in keeping with the change in proposition. While Jetix was the home to superheroes, Disney XD is all about challenging yourself and discovering the hero in you. It captures the unstoppable spirit of today’s generation.
With a distinctly different look and feel, Disney XD features characters and stories in a wide range of formats such as animation, live action, movies and sports. Shows are woven around Sports, Music, Technology and Gaming, and the core value of accomplishment presented in a humorous, high energy tone.
Apart from that, original Disney XD shows and movies such as ‘Aaron Stone’, ‘Zeke and Luther’ and ‘Skyrunners’ are built around universal themes that resonate with older boys, with relatable characters, who eventually challenge themselves and go on to do extraordinary things. The channel will also soon showcase local content and host interactive initiatives both on ground and online.
Q. Has the strategy to showcase Hindi movies on Disney Channel paid off? Disney Channel, while being tween focused, is also family inclusive, and what better way to bring the family together than a Hindi movie. Disney has a legacy of great storytelling through our movies, and this is something we’d like to continue through the Hindi movies we showcase on the channel too.
Devika Prabhu is the Head of Programming at Walt Disney Television International India. Her role at the Disney multiplex involves devising and implementing the programming and content and acquisition strategy for the network of channels, including Disney Channel, Disney XD and Hungama TV.
Prabhu came to Disney from Sony Entertainment Television Pvt Ltd, where she spent close to eight years, handling several key responsibilities such as Strategic Planning & Research, On-air Presentation, Media Planning, Production Management and Operations.
Prior to her varied roles in TV channels, Prabhu was with Initiative Media (a division of Lowe Lintas India) as Media Manager, evolving media strategies for clients such as UDV, SBI Mutual Fund, Shaw Wallace, the Birla Group of Companies, and Bombay Dyeing, among others.
Prabhi began her career with Hutchison Max Ltd (now Vodafone-Essar), handling customer churn and corporate relations.
She has completed her Post Graduation in marketing from NMIMS, Mumbai University and holds a Master of Commerce (Banking & Finance) degree from Mumbai University.
In conversation with exchange4media’s Khushboo Tanna, Prabhu speaks at length about the various initiatives of the Disney multiplex of channels and the programme differentiation.
Q. What are the main focus areas for the group in 2010? Our continuing focus for the network is to build a locally relevant entertainment destination for kids and their families, and we will be fulfilling that through a number of initiatives on our network, be it our content or our promotion. I guess you will have to stay tuned for more updates.Q. Your last assignment was with a general entertainment channel. How different is creating content for children vis-à-vis creating content for the masses? General entertainment channels are a great base for understanding what appeals to family viewing. It helped me understand the entertainment needs of each member of the family. The different roles I’ve had during my tenure at Sony, gave me a widespread exposure to different genres of programming, and working on some of the biggest shows that set the bar on quality entertainment was a great learning that I could take forward into my current role at Disney.
What I like about Disney is that while we have channels that sit in the kids’ genre, our content is designed to appeal to everyone in the family. For me, it has been an exciting learning on the myriad of entertainment needs that kids today have. Unlike adults, whose preferences and entertainment needs are largely set, kids’ preferences and content affinities are constantly evolving, based on their experiences, exposure levels and influences. It is a delightful challenge to provide engaging, inclusive and responsible content to kids at varying life stages in the 4-14 year age group. Their entertainment needs are naturally varied, and with the three channels that we have, it is something that we aim to satiate.
Also, Indian families are more democratic today. Kids have a much larger say in their own lives and aspirations than ever before, and I didn’t really know how large until I came into the genre.
Q. How has Disney XD's journey been after the rebranding exercise? How has the consumer response been? Kids today are more wise and wired. Their exposure levels are much higher and their experiences and interests are more varied than before. Disney XD is a contemporary channel to keep up with and fulfill the entertainment needs of today’s generation. The channel is the confluence of quintessential tween passions such as sports, technology and gaming and the spirit of accomplishment and has resonated well with the viewers.
We have also got great responses from our client community as well about the distinctiveness of Disney XD proposition. We are looking forward to some great synergistic partnerships and our ability to deliver content offerings that transcend platforms.
Q. What type of shows can one expect on Disney Channel, Disney XD and Hungama in the coming months? The content across our multiplex resonates well with our viewers because they have universal themes that are presented in a locally relevant way. Raising the bar on quality and relevance of content in keeping with the positioning of each of our channels is a priority. In line with this, you will see several new shows on all three channels. While there will be the regular favourites, there will be new local surprises on the network as well.
The content offerings on the channels will also have significant online and on-ground touch points, making it a complete, immersive and inclusive experience for kids and their families.
Q. How does Disney Channel differentiate itself from its sister channels such as Disney XD and Hungama TV? The wonderful thing about having a multiplex of channels is that we can more completely serve the entertainment needs of our viewers. Disney Channel focuses on connecting with tweens and their families through iconic characters that have become representations of today’s tweens. For example, Hannah Montana is aspirational and iconic with universal themes and a strong cult following.
While Disney Channel focuses on the celebration of family and friendship and encourages viewers to follow their dreams, through music, dance, magic and comedy, Disney XD does this through different idioms such as sports, technology and gaming, spirit of accomplishment, etc., all presented in a high energy and humorous tone. While it appeals more to older boys, it continues to be girl inclusive since all our content is designed to appeal to everyone. Disney XD most importantly is about finding the hero in yourself, setting your own challenges and accomplishing them.
Our programming block – Play House Disney – on the other hand, is all about content that encourages pre-schoolers to imagine and learn with iconic shows such as ‘Mickey Mouse Clubhouse’ and ‘Handy Manny’.
Hungama TV, on the other hand, encapsulates the mad fun spirit of childhood; it is about laughter and enjoying yourself. This spirit of the Hungama brand cuts across everything – age, gender and geographies.
Hence, despite being in the same space, the Disney multiplex has diverse offerings across the three channels.
Q. What sort of content changes have been introduced in Disney XD after the rebranding? The new content introduced along with the channel rebranding is in keeping with the change in proposition. While Jetix was the home to superheroes, Disney XD is all about challenging yourself and discovering the hero in you. It captures the unstoppable spirit of today’s generation.
With a distinctly different look and feel, Disney XD features characters and stories in a wide range of formats such as animation, live action, movies and sports. Shows are woven around Sports, Music, Technology and Gaming, and the core value of accomplishment presented in a humorous, high energy tone.
Apart from that, original Disney XD shows and movies such as ‘Aaron Stone’, ‘Zeke and Luther’ and ‘Skyrunners’ are built around universal themes that resonate with older boys, with relatable characters, who eventually challenge themselves and go on to do extraordinary things. The channel will also soon showcase local content and host interactive initiatives both on ground and online.
Q. Has the strategy to showcase Hindi movies on Disney Channel paid off? Disney Channel, while being tween focused, is also family inclusive, and what better way to bring the family together than a Hindi movie. Disney has a legacy of great storytelling through our movies, and this is something we’d like to continue through the Hindi movies we showcase on the channel too.
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