Friday, December 22, 2006
Disney Channel, which is popularly known for its kids animation programmes, will ring in the New Year with its second major original local production Dhoom Machaao Dhoom, a daily soap.
The new serial, which goes on air from January 8, 2007, tells the story of four young girls who team up to form a band against all odds, reflecting the tastes, preferences and struggles of the present generation children.
Addressing a press conference in Mumbai yesterday, Nachiket Pantvaidya, Executive Director of Walt Disney Television International (India) said,'' we are a committed local player in the kid's entertainment space and the new series is our next strong bid to showcase all that Disney channel stands for.'' 'Dhoom Machaao Dhoom' is jointly produced by Show M and Sundial Creative Media Pvt Ltd headed by Raveena Raj Kohlli.
Mr Pantvaidya said Disney's first original local content 'Vicky Aur Vetaal' has been well received and the channel was in the process of upscaling the number of hours of locally produced content. In the next one year, the local programming will be 130 hours, which is about 40 per cent of the total programming. The channel completed its two years of programming in India on December 17, he added.
He said his channel was keen on programming children which India can identify with.''We are also keen on the content which reflects on their lives,'' he added.
Replying to a question on why she chose Disney channel for her first daily soap, Ms Raveena Raj Kohlli said her show was targeted at an audience which was on the threshold of adulthood. ''This show would surely reposition Disney as a mainstream entertainment channel. In my show, the girls are in standard eleven. Through music, they wish to express themselves and carve out their own identity.