Article from Sify Ltd - July 7, 2005
Walt Disney launches promos to woo kids

Hyderabad: Walt Disney Television International, which has launched a massive promotional campaign targeting some eight lakh students across 13 cities in the country, is planning yet another competition, making kids part of the `Kim Possible' programme in Disney Channel.

The channel is giving away some 2.2 million `spy goggles' using which children could crack the codes to help Kim destroy the villain.

While the channel would deliver 1.1 million goggles through various distribution channels, Dabur would give the remaining away through product sales.

"The idea is to make the kids part of the story," Hema Govindan, Head (Marketing and Communications) of Walt Disney Television International (India), told Business Line.
The company selected 1,260 schools in 13 cities to promote the channel. "We introduce Disney Channel to the students, involving students in programme-driven competitions," she said.

Those who had not yet watched the channel would get a feel of the content. In Andhra Pradesh, 125 schools had been selected for the campaign.

She said the company saw four main gaps in the area of entertainment offerings to kids in particular and families in general. "Our study found that there is a dearth in pre-school entertainment and family movies. We also found absence of content addressing girls and nine-to-twelve's," she said.