alter Elias Disney once famously remarked, "You�re dead if you aim only for kids; adults are only kids grown up, anyway." And Walt Disney Television International (India), the local television arm of the US-based entertainment company, is seriously following that philosophy. On July 25, it launched a first-of-its-kind interactive programming promotion on Indian television called Kim Possible Code Tod. Though officially aimed at 7-14 year-olds, the prizes made sure that adults too got interested. Laptops, gaming phones, spy cameras and VCD players were part of the rewards.

"It is our intent to serve kids and the family audience in India with programming that is relevant and trusted by parents. The gizmos offered in this promotion attracted all genres of viewers," says Tushar Shah, director, marketing and communications, Walt Disney Television International (India).... more