Date:22/07/2005 URL: http://www.thehindubusinessline.com/2005/07/22/stories/2005072201690800.htm

Back No ads on Playhouse channel, says Disney

Our Bureau

Mr Nachiket Pantvaidya , Head of Programming and Production, Walt Disney Television International (India), at a press conference in the Capital on Thursday. — Kamal Narang

New Delhi , July 21

AT the cost of incurring advertising revenue loss, the Disney Channel has not started taking any ads on its popular Playhouse Disney band aimed at pre-schoolers and young children.

The six-hour pre-school learning platform is devoid of any commercial breaks and if the channel decides to accept ads, it would be very selective. "Child experts have told us that the learning process gets affected if there is break in the programme for commercials. The decision to so far not accept ads is part of the Disney culture," said a spokesperson for the channel. About 50 brands have been advertising on the Disney channels.

The Disney channels currently have a reach of 16 million households and it is targeting 20 million by the end of the year. Mr Nachiket Pantvaidya, Head of Programming and Production, Walt Disney Television International (India), said the channel has been featuring four locally produced and hosted segments. It has also launched a new promotion at various kindergarten schools to promote this band.