Thursday, May 18, 2006
Mumbai (UNI): Disney channel took the kids' channel scenario by storm when it began airing the popular live-action sitcom 'That's So Raven' across India. Right from April 25 to May 14, the channel had overwhelmed its target audience. To build curiosity and awareness, Disney Channel had launched a 360 degree multi-media campaign around one of its most whacky, trendy and funniest character, Raven.
The show currently airs a daily dose of comedy in the prime time band at 2000 hrs and is one of the top rated shows on Disney Channel. The promotion allowed kids to relate to the iconic image that she commands across the world and offer brand new episodes to kids this summer, a Disney release said. Walt Disney Television International (India) Director (Marketing and Communications) Tushar Shah said, ''Launched last December, 'That's So Raven' is the highest rated show among girls in the age group of 10-14 year in India. The campaign was clearly designed to position Raven as an identifiable character, drive tune-in's to the new series and to attract new viewers to the channel.
Through the exercise, Disney Channel has laid the foundation to propel this priority franchise to the next level where every girl identifies with her.'' As a part of the promotion, Disney Channel carried out ground events in as many as 13 cities making direct contact with one million students. The campaign had a national expanse targeting kids via school contact programmes, road shows, flier distribution, in store branding and much more. The 360 degree campaign promotions included television commercials, local cable activity across various markets and an extensive trade campaign - online and print including comics and outdoor hoardings.
'That's So Raven' was Disney Channel's first original sitcom targeted primarily at girls aged 10-14 years. The show fulfilled the Channel's brand promise to provide programming that kids could relate to along with humour that they could enjoy with their family and friends, the release said.
Raven, after winning the hearts of millions at the age of three on famous show 'The Cosby Show' in the US, is here now to win the hearts of Indian kids with 'That's So Raven' on Disney Channel on weekdays at 2000 hrs, with repeats at 1130 hrs and 1630 hrs, the release added.