Disney XD, the children's television channel belonging to Disney India Media Networks, has a new avatar. The channel has been rebranded to Marvel HQ, the first-ever Marvel branded television destination in the world. Marvel HQ, an HD channel, is set to go live on January 20.
“We believe it was time to have a home for all things Marvel. Marvel, which is now a pop-culture phenomenon does very well across every single age group and geography. We see this in the response we get to our theatrical releases, consumer products, and television series as well. Hence, the birth of Marvel HQ,” said Devika Prabhu, Executive Director, and Head- Product, Media Networks, Disney India. She said that the idea was to create and curate a special Marvel experience for the viewers.
About 40% of Marvel HQ’s programming will be dedicated to Marvel’s super-heroes, villains, and their epic adventures. “We have animation series such as Ultimate Spider-Man, Avengers Assemble, Hulk and the Agents of SMASH, Guardians of the Galaxy, etc.” The big tentpole events for this channel will unfold during the summer, just in time to catch the attention of children in the age group nine and above. “In the summer we will introduce four new series: Marvel Future Avenger, a new series on Black Panther (Black Panther’s Quest), Marvel Rising: Secret Warriors, and Marvel Disk wars,” said Prabhu. In addition to the Marvel animation series, Marvel movies will also reside at Marvel HQ.
The promise of this channel is going to be “action, adventure, and content that reinforces Marvel brand values,” said Prabhu explaining how the content and programming on the channel will see a shift following the rebranding. “All the content on the channel will focus on optimism, heroism, friendship, and teamwork which are all Marvel brand values. Whatever content we get that complements our Marvel brand values is what we will schedule on the channel,” Prabhu added. For example, shows like Pokemon, Big Hero 6, Digimon, and Beyblade which are not part of the Marvel universe but have the same themes as Marvel content will be broadcast on the channel.
Prabhu said that turning Disney XD into Marvel HQ does not limit the scope of the channel and its programming. “The content and characters in the Marvel universe are already appealing to a large audience,” she said.
Marvel HQ will have multiple audio feeds in four languages - English, Hindi, Tamil, and Telugu. “We will have the same series available in these four languages and I do not think any other channel can make that offering right now.”
While Marvel HQ is first being offered in India, this model will be replicated elsewhere depending on the market demand in other geographies. “Marvel HQ fits very well with the plan that The Walt Disney Company has for Marvel in India. It gives us another extension to reach out to our consumers on Marvel.”
And finally, Prabhu says that the advertisers’ interest in this channel matches the typical excitement people have for Marvel. “Whenever we approach our partners for any association for Marvel we always have a great response,” she said.
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