Inside Disney Kid’s summer lineup - local animation, storytelling to woo kid-adults

In a recent discussion with Adgully, Devika Prabhu, Head of Infotainment and Kids at Disney Star, delves into the network’s strategy behind its diverse lineup of shows, including the newly launched ‘Chhota StartUp’ and ‘Bhayyaji Balwan’. Prabhu sheds light on the thought process driving the creation and promotion of these local animations, particularly in the context of children’s entertainment during the summer months.

“When we look for content across our platforms, we’re essentially looking at stories that our viewers will connect with and unique characters,” Prabhu explained, adding, “We like to add a local flavour to it because there is a certain nuance in storytelling for India that we can introduce.”

Prabhu emphasized the changing landscape of children’s preferences, noting that today’s kids are growing up quickly due to their exposure to the internet and digital media. “They’re seeking out content that is not just kid-friendly, but also makes them think,” she said. This trend of “kids going on 16” – or what they term as “kid-adults” – is reflected in shows like ‘Chhota Start Up’ and ‘Bhayyaji Balwan’, where young protagonists tackle real-world challenges with wit and maturity.

‘Chhota Start Up’, set in the small city of Pocketpur, features three young entrepreneurs who use their collective smarts to solve business challenges in innovative ways. Meanwhile, ‘Bhayyaji Balwan’ follows the hero of Gomtipur as he helps his community navigate the complexities of modern life. These shows embody the spirit of today’s self-aware and forward-thinking children.

When asked about incorporating local animation into the programming lineup, Prabhu stressed on the focus on storytelling rather than the format itself. “Japanese anime is a format of storytelling that we’ve introduced into the country,” she noted. “What we always focus on is the story itself.”

The localization strategy of Disney Kids has been a key factor in maintaining a competitive edge in the children’s entertainment space. “We take care to make sure that we’re not doing direct translations. We bring in the local flavour and nuance when we are scripting, voice casting, and deciding what idioms to use,” Prabhu elaborated.

In terms of advertising during the summer season, Prabhu highlighted the opportunities for brands to integrate with local shows like ‘Chhota Start Up’ and ‘Bhayyaji Balwan’. “We can create opportunities within the show itself to give our advertisers placement or opportunities for their brands to be visible during the show,” she said.

Prabhu also discussed the differentiation strategy of Disney Kids, which involves curating content for different audience segments across multiple channels. “Each platform is curated for that audience group,” she explained. “We have a platform at any given point in time that they can engage with.”

In conclusion, Prabhu emphasized the network’s commitment to providing a space specially curated for young viewers. “When our viewers tune into our channels, they know what to expect,” she said, adding, “It’s a space specially curated for them, and that’s something that they appreciate and come back to.”

As children’s entertainment continues to evolve, Disney’s focus on local storytelling and audience engagement positions them as leaders in the industry, particularly during the highly anticipated summer vacation period.