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Distribution Strategy of Walt Disney

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Distribution Strategy of Walt Disney
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Rohini Upadhyay
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Distribution Strategy of Walt Disney - March 27th, 2011

The Walt Disney Company is the largest media and entertainment conglomerate in the world in terms of revenue. Founded on October 16, 1923, by brothers Walt Disney and Roy Disney as the Disney Brothers Cartoon Studio, the company was reincorporated as Walt Disney Productions, Ltd. in 1929, and became publicity-traded as Walt Disney Productions in 1938. Walt Disney Productions established itself as a leader in the American animation industry before diversifying into live-action film production, television, and travel. Taking on its current name in 1986, The Walt Disney Company expanded its existing operations and also started divisions focused upon theatre, radio, publishing, and online media. In addition, it has created new divisions of the company in order to market more mature content than it typically associates with its flagship family-oriented brands.
The company is best known for the products of its film studio, the Walt Disney Motion Pictures Group, and today one of the largest and best-known studios in Hollywood. Disney also owns and operates the ABC broadcast television network; cable television networks such as Disney Channel, ESPN, and ABC Family; publishing, merchandising, and theatre divisions; and owns and licenses 11 theme parks around the world. The company has been a component of the Dow Jones Industrial Average since May 6, 1991. An early and well-known cartoon creation of the company, Mickey Mouse, is the official mascot of The Walt Disney Company.

The Walt Disney Company in India has signed a multi-year agreement with Sun Distribution Services, a division of Kal Comm Pvt. Ltd from the Sun Network Group, for channel distribution of Disney Channel, Disney XD and Hungama TV, across multiple platforms including Cable TV, Direct-to-Home (DTH) and IP-TV. This deal comes into effect from April 1, 2010.

As part of the agreement, Sun Distribution Services will take Disney’s television channels to kids and families in over 70 million homes across the country. The Disney Network of Channels has several awards to its credit , commands high loyalty among kids aged 4 to 14 and their families in India.

The Disney Network of Channels showcases three of the top 10 television shows for kids in the country and is a key affinity driver for the brand in India. Disney Channel, Disney XD and Hungama TV bring to kids and families the very best of local and international programming, including animation and live action, pre-school programs and original movies.

Disney Channel broadcasts popular live action series such as the iconic tween franchises Hannah Montana, High School Musical, locally produced award winning shows such as Kya Mast Hai Life, animation series including Phineas and Ferb and leading preschool shows Mickey Mouse Club House and Handy Manny. The channel is broadcast in English and Hindi across the country.

Disney XD showcases quintessential Tween boy passions such as Sports, Music, Technology and Gaming, and the spirit of accomplishment. The channel brings favorite shows such as Aaron Stone and Zeke & Luther to viewers in English, Hindi, Tamil and Telugu.

Hungama TV is one of the most popular kids’ channels in India, featuring shows like Doraemon, Kiteretsu and Shin Chan available to audiences in Hindi, Tamil and Telugu. Through 2009, the Disney network enjoyed the highest level of viewer loyalty across India driven by localization initiatives such as brand new local original programs, locally relevant acquired properties and launch of Disney XD.

DMD's program portfolio includes feature films, scripted and reality series and formats, live action and animated kids content, ABC News programming, and specials including the Academy Awards. DMD works closely with Indian broadcasters to provide dubbed content in local languages that appeal to local audiences and is the exclusive regional distributor of Disney Channel, Disney XD and Hungama TV. rdarshan, Disney Channel reaches over 145 million homes.

The Walt Disney Company (India) Private Limited set up in July 2004 with its head office located in Mumbai. In less than five years, Disney has established a strong foothold in this diverse and highly dynamic market. Disney in India employs nearly 200 employees, and anticipates accelerated growth across Media Networks, Interactive media group, Consumer Products, and Studio businesses. Outside of the U.S., India is one of the largest markets Disney has invested in for local production. The Disney Television Network comprising Disney Channel, Disney XD and Hungama TV has consistently been one of the leading networks for kids in Cable & Satellite (C&S) programming. The network currently reaches over 71 million homes, offering a blend of quality entertainment and distinct original programming that kids love and families trust and enjoy. Through a block called Disney Jadoo on the terrestrial network Doosney Media Distribution (DMD) is responsible for The Walt Disney Company's branded and non-branded content distribution and marketing worldwide to platforms encompassing television, broadband and mobile outlets. The division distributes more than 30,000 hours of programming to over 1,300 platform partners across 240 territories worldwide –including 160 distributors across 35 territories in Asia Pacific. DMD was the first U.S. studio to establish a TV distribution office in India and has a significant on-ground presence across Asia Pacific.

Last edited by rohiniu; March 28th, 2011 at 01:51 AM..
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