Walt Disney Television International, the world's largest kids and family entertainment company, Wednesday formally launched 'Toon Disney', the first 24-hour Telugu language kids channel.

Aimed at reaching out to one of the largest markets in the country, the all-cartoon channel will showcase the best of Disney animation as well as the greatest animated series ever made.

The Telugu television channel was launched at a glittering ceremony here in the presence of Mickey Mouse, Disney's most celebrated character, who flew down especially for this occasion from Disneyland.

Rajat Jain, Managing Director, Walt Disney Television International India, said the company had launched Disney channels in English and Hindi and Toon Disney channels in Tamil and Telugu in December last year.

While Disney channel offers a mix of animations, movies and live action, Toon Disney is all-cartoon channel.

"India is a priority market for Walt Disney. It is central to our emerging market growth strategies," said Jain.

Disney, the world's largest media brand, has been in India for the last decade. "However, it was not in full force. Now it will be present with full force in television," he said and pointed out that India was the first market in the Asia Pacific region to introduce a Toon Disney channel.

Jain said the company planned to reach 15 to 20 million cable and satellite homes in India by the end of 2005. "India is a huge market. There are estimated 350 million kids below the age of 15 years," he said. Disney also plans to launch Toon Disney channel in Hindi this year.

Jain said the company planned to focus on strengthening its presence in the television sector. "Once we strengthen ourselves in this sector we can evaluate business opportunities in other sectors like movies, internet, theme parks," he said hinting the company may look beyond kids' entertainment and foray into other areas.

The $30 billion corporation, which is the sixth largest global brand in the world, has its presence in the wide spectrum of activities, including entertainment and sports television channels, studios, toys, apparels and publishing. The company has four theme parks in the US and Europe. The fifth theme park is scheduled to open in Hong Kong in September.

Jain said the company would also look for increased local content. The Disney channel is already showing some programmes based on local stories.

"With over 1,800 episodes dubbed in Telugu for one year, Toon Disney will significantly enhance age-appropriate viewing options for kids in their native language," he said.

"With cutting edge content based on the Disney principles of decency, fun, community, storytelling, optimism, innovation and quality, programming on Toon Disney has been customised to the cultural sensibilities and discerning audience needs of India's cartoon loving audiences," jain said.

The need for a Telugu channel was felt as the television viewing data revealed that less than four percent of kids in the age group of 4-14 in Andhra Pradesh viewed children's television and more time on non-kids programmes, said Jain.