Walt Disney Television International, the world's largest kids and family entertainment company, is looking to capture the untapped Indian pre-school television market.
With its special programme block "Playhouse Disney" targeted at children between two and five years, the channel aims to capture the 100 million children in this age group.
"India is a key market and is central to our emerging market growth," said Nachiket Pantvaidya, production and programming director of Walt Disney Television International (India).However, the channel believes that these programmes are not just marketing mantras but aim at inculcating high learning values through a concept called whole child curriculum.
"All the programmes for our pre-schoolers are based on whole child curriculum that is designed to stimulate learning with imagination.
"This curriculum-based programme is an outcome of experts' suggestions and aims to develop social and life skills while encouraging academic learning through creativity and artistic expressions among kids," explained Pantvaidya, an alumnus of the Indian Institute of Management, Ahmedabad.