Disney to focus on adult teens

Disney has launched its second original production, this time a daily series aimed at teenagers

After launching its first original production, ‘Vicky aur Vetaal’, Disney has produced yet another show called ‘Dhoom Machaao Dhoom’, co-produced by Sundial Creative, owned by Raveena Raj Kohlli.

The show will begin January 8, 2007, and will be aired Monday-Thursday at 7.30pm on the Disney Channel. ‘Dhoom Machaao Dhoom’ is about a group of young girls and their music band.

'Dhoom Machaao Dhoom'

Disney hopes to reach out to an as yet untapped target group with the show. “The 10-15 years’ age group, that is the tweens segment, has been underserved,” says Nachiket Pantvaidya, executive director, Walt Disney Television International (India). He says only 25 per cent children watch kids’ channels because the only action these channels feature is animation.

With this series set to premiere soon, the number of hours of locally produced content on the Disney Channel will soar to 30 a week. In 2007, 80 of the 130 hours of original programming beamed by the channel will cater to tweens; the remaining 50 hours will cater to the other age groups.

To entice tween viewers, the channel will employ mass media such as radio, print, television, outdoor and the Internet. It may also launch a music album based on the show sometime in the future.

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