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Disney to experiment with 'extra-short' format

By afaqs! news bureau , afaqs!, Mumbai | In Media Publishing | February 12, 2014
With the first chat show for kids, Disney India has got Sadhil Kapoor (known for his role in Mahadev) to play host to celebrities.

Captain Tiao

Captain Tiao Kid

Disney India has announced the launch of the first-ever chats how for kids in India. Come March 2, Captain Tiao will be seen interviewing various celebrities on Disney India in a first-of-its kind format of 8-9 minute episodes. The chat show will have celebrities from various walks of life including Mahesh Bhupathi, Jaaved Jaffrey, Kapil Sharma and Navjot Singh Sidhu.

Sadhil Kapoor, the nine year old child actor who got fame for his role in Devon Ka Dev Mahadev as Ganesh, will host the show. There will be various segments in the show, including question/answer, rapid fire and a challenge round.

Devika Prabhu, director, programming, kids' network, Disney UTV states that the channel is looking to bring 'personalities' more than 'celebrities'. She adds, "While these are quite well known people from various industries, we want them to come across to kids as personalities who have something to take away."

The 13-episode weekly series will be aired on Disney channel, the flagship kids' channel from the network, every Sunday at 10 am. It must be noted that this is a key timeslot for the kids' genre. It will compete with Ben 10 Ultimatum on Cartoon Network and a movie block called Lights Camera Pogo on Pogo. On Nick, the 10 am slot is occupied by Pakdam Pakdai.

Devika Prabhu

Indrajit Ray

Indrajit Ray, content head, media networks, Disney UTV adds that this is an effort to inculcate the habit of asking questions in kids. "Kids are inherently extremely curious about things. The children shouldn't feel the need to suppress curiosity or be inhibited. They should always feel free to ask as many questions as they want."

Tiao is said to be the fun manifestation of the curiosity in kids and the question mark in the logo is the symbol. It aims to be funny, innocent and curious.

The channel has tasted success with its earlier live action properties like The Suite Life of Karan and Kabir, Oye Jassie and Best of Luck Nikki. The channel also experimented with Disney Q, the Indian family version of Mastermind.

Prabhu adds, "We have tasted success with short format animation and with long format (30-minute) in live action. We wanted to try this new thing."

There will be no advertisement breaks during the episodes, considering their already short duration. But the channel is definitely looking for sponsorships or content integration with brands and expects to close a few deals nearing the launch of the show.

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