Is Disney planning to launch the Playhouse Disney channel in India?
Playhouse Disney is a great brand and is currently seen as a block on the Disney Channel and is one of the highest rating blocks on the channel. Why does it have to be a channel? It is doing very well as a block. Around the world in many countries it exists as a separate channel but in the US it airs as a block on the Disney Channel. It’s a matter of saying how viable is the business in the market. If Playhouse Disney channel is launched in India, it would be targeted at pre-school kids and mothers between the ages of 25 – 34. That’s a small segment and they will be willing to pay more because they are getting quality product. But by them willing to pay more, broadcasters don’t get any incremental share of that revenue. We have just two channels as of now but there are several other channels in the Disney portfolio that can come into India. They are unique channels and hence the business plan and the viability depends a lot on the addressability of the system. Playhouse Disney surely h
