It's a branded channel which pushes the Disney brand and its philosophy: Abhishek Maheshwari, Disney Media Networks

Disney Media Networks launches its first HD channel, Disney International HD, to cash in on the country’s growing HD base. Launching on October 29, with around 20 shows and around 100 original Disney movies in its library, it will target the 14-25+ age group across metros and tier-1 cities. Abhishek Maheshwari, Vice President, Media Networks, Disney India, is confident that HD feed gives great justice to its premium content. He says, “The reason we are confident of what we are doing is two-fold. This is unique content which has not been shown before across any platform, digital or linear. It targets specific age-group who generally doesn’t have much to view after they grow out of animation. Also, HD households are growing. ARPUs there are higher. The segmentation will become more pronounced. This content is targeted at top end of pyramid. Most of the audience who want to consume this content is already there on HD.”

He adds, “At the heart of everything we do is to tell great stories with engaging characters that resonate with our audience across age groups. Disney International HD will take this philosophy forward and celebrate the lives of youth through entertainment that is a reflection of their life’s and their stories. This world class English content has aspirational characters and themes that are universal in nature and are spruced with humour and music. We are confident that this content will find instant appeal amongst the target audience as it transcends cultural and geographical boundaries.”

The subscription-driven channel, offering exclusive content, will look at partnership with certain brands over the course of time once it gets established and viewership. The primetime is 6pm to 8pm with movies over the weekends (Friday and Saturday). Disney International HD will come on all DTH platforms.

The content mix spans a wide variety of brand new series and movies, ranging from the latest hits like ‘Liv and Maddie’, ‘KC Undercover’ and ‘Girl Meets World’, to blockbuster original movies like ‘Descendants’ and ‘Teen Beach Movie, and ever 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.

The network has lined up an aggressive marketing plan across all mediums for the launch post Diwali. “Since we are targeting HD audiences we will do focussed marketing on where they are. We will also do broad base marketing. Few innovations are planned on social media as well.”