Disney Channel goes local to court Asian viewers

By Melanie Lee

SINGAPORE (Reuters Life!) - Disney Channel wants to expand in Asia by localizing its television content to appeal to children in the region, and plans to develop more programs outside the United States to feed global audiences.

The Walt Disney Co channel, known for its squeaky-clean programming, is aiming to tap into the high-growth markets of China and India, Gary Marsh, president of entertainment, Disney Channel Worldwide, told Reuters this week.

Disney Channel, popular with teens and pre-teens, is known for its television series "Hannah Montana" and "That's so Raven" as well as the hit "High School Musical".

"There is huge opportunity for expansion in the Asian market, certainly in India and China. What we tried to do is deepen the connection with our audiences by customizing the content," Marsh said.

Disney Channel, which airs in most Asian countries including India, Indonesia, Singapore and Australia, has a reach of 380 million in the region, compared with 95 million in North America.

GO LOCAL, GO GLOBAL

Marsh cited the production of a short television series, "As the Bell Rings", which started in Italy and now has local versions running in the UK, the United States and Australia, as an example adapting content to local audiences.

Singapore's version will premiere in March this year and China is also filming a version of the program, he said.