MUMBAI: As part of their five 'local production' roll out strategy, Disney has announced the launch of its second home grown production, Dhoom Machaao Dhoom, to premiere on 8 January in Disney Channel.
This is Disney's first original daily show for the tweens and the creative is handled by Show M, a joint venture between Ravina Raj Kohli's production house Sundail.
As opposed to the first attempt with Vicky Aur Vetaal, the channel is beefing up its localisation plan by introducing the second product as a 'daily' (Monday to Thursday 7:30 pm). The third original live-action production is expected in April next year.
Specifically, eyeing live-action as a potent mechanism and the way ahead for Disney Channel, Walt Disney Television International (India) executive director Nachiket Pantvaidya believes that the channel requires a blend of local faces to be incorporated into the live action being introduced.
As reported earlier, an emerging trend in kids television viewing suggests that the space is now inviting a large number of older girls (10 - 14 year old) as opposed to a previously a male dominated viewership attracted to action and cartoon based themes. In this respect, the channel is clearly trying to capitalize on these findings.
With Dhoom Machaao Dhoom Disney Channel promises that it will now churn out 30 hours of locally produced content per week, moving towards its target of 130 hours. This is an important step towards building the channel's viewership.
The show is based on two core ideas - music and dance, which seems to have got reckoning from Indian kids following Disney's interschool on ground activity, an adaptation the High School Musical, My School Rocks. Although, the theme seems to have a strong American resemblance, Dhoom Machaao Dhoom tells the story of four young girls who have teamed up to form a band. However, it will tackle issues often faced by teenagers like personality clashes, friendships and family influences.
Kohli is of the opinion that the show has the potential to go beyond from being just a show, but rather to become a revolution! She believes kids programming should not merely cater to kids but to families at large. The challenge would be to drive kids from being 'default watchers' on GEC's, movies and sports channels to come to kids channels.
The marketing campaign for the daily show is, for the first time resorting to print, in addition to the expected multi media activity on outdoor, television, radio and internet.
Sa Re Ga Ma Pa's Shreya Ghoshal voice will feature in the show along with musician Shantanu Moitra's. The pilot episode also includes a special performance by new kid on the block Sanchita, the winner of Lil' Champ's contest on Zee TV.
"Following the success of the first local production 'Vicky Aur Vetaal' earlier this year, Disney Channel seeks to further strengthen its already robust connection with kids and their families with this cool and contemporary show", says Pantvaidya. "We are a committed local player in the kid's entertainment space and 'Dhoom Machaao Dhoom' is our next strong bid to showcase all that Disney Channel stands for."
