Now, Disney XD will speak in Bengali and Marathi

By afaqs! news bureau , afaqs!, Mumbai | In Media Publishing | December 28, 2011
The channel, currently available in English, Hindi, Tamil and Telugu, aims to increase its visibility in Marathi and Bengali-speaking markets (a part of Hindi speaking market).

Disney Television International India's kids channel Disney XD, which is positioned as an action, adventure and comedy destination, targeted at the 6-14-year-old boys, will launch its Bengali and Marathi feeds in January 2012.

With this move, the channel aims to increase its visibility in the Hindi-speaking markets. For the record, Disney XD is currently available in English, Hindi, Tamil, and Telugu.

Natasha Malhotra, vice-president and general manager, Walt Disney Television International India, says, "Disney XD has a unique content mix of live-action and animated programming targeting boys and their quest for discovery, accomplishment, sports, adventure and humour. We will expand its reach by making it the first channel in the genre to be available in six languages."

To begin with, the channel will dub select shows in the given languages for specific markets, and depending on the market response, other programmes, too, will be dubbed in Bengali and Marathi.

With this change, the channel will also create a strong destination for the Marvel branded characters and stories with the launch of Spider-Man on weekdays (Monday-Friday, 2 pm).

Viacom18 recently launched its latest offering Sonic, with Bollywood actor Akshay Kumar as the brand ambassador for the channel. Targeted at young adults, Sonic serves programmes in the categories of action, adventure and animation, evidently indicating its direct competition with Disney XD. Sonic is already available in English, Hindi, Marathi, and Bengali.

For the record, while Hungama TV, positioned as the mad-comedy and fun channel from the Walt Disney stable, is available in Hindi, Tamil and Telugu, Disney channel, positioned as a kids-driven family channel, is primarily available in Hindi and English, with a majority of shows dubbed in Tamil and Telugu.

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