A4Akash
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The Disney Star network is looking to strengthen its hold on the regional television space, as viewers emerge from the pandemic to demand quality content and are open to discovering new stories and characters that are close to reality.
“Our approach to regional content is driven by the fact that TV penetration is extremely high in these regions. Especially in the southern states, it stands at over 90%. Therefore, we programme a much higher volume of content, including scripted and non-scripted shows, for these markets," Krishnan Kutty, head-business and content, Disney Star for south India and Maharashtra, said in an interview. Increasingly, the idea is to create content that can connect with reality and offer audiences aspirational heroes to look up to, Kutty said.
According to the Ficci-EY media and entertainment report 2023, 56% of TV viewership in 2022 was in Indian regional languages. Assamese, Gujarati, Marathi, and Bhojpuri channels saw the largest growth in reach in that year. In 2022, regional channels received 19% more ad volumes compared with national channels, the report said.
“Our approach to regional content is driven by the fact that TV penetration is extremely high in these regions. Especially in the southern states, it stands at over 90%. Therefore, we programme a much higher volume of content, including scripted and non-scripted shows, for these markets," Krishnan Kutty, head-business and content, Disney Star for south India and Maharashtra, said in an interview. Increasingly, the idea is to create content that can connect with reality and offer audiences aspirational heroes to look up to, Kutty said.
According to the Ficci-EY media and entertainment report 2023, 56% of TV viewership in 2022 was in Indian regional languages. Assamese, Gujarati, Marathi, and Bhojpuri channels saw the largest growth in reach in that year. In 2022, regional channels received 19% more ad volumes compared with national channels, the report said.
Disney Star to strengthen regional play
Disney Star aims to strengthen its position in the regional television space as viewers demand quality content and are open to discovering new stories and characters close to reality.
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