Not all about the mouse

by Olga Khrustaleva at 20/02/2012 20:52

For many, the name “Disney” conjures up images of Mickey Mouse, Bambi and other favorite characters, populating stories that have become classics the world over. Others see a profitable business empire, with films, toys, books, and even Broadway musicals contributing to one of the most recognizable international brands.

Six years ago, the brand took root in Russia with the establishment of the company’s national corporate affiliate. While modest compared to its American parent, Disney Russia already has many achievements under its belt, among them the nationwide accessibility of its eponymous television channel.

“It’s a big success that the Disney Channel has gone free-to-air,” managing director Marina Jigalova- Ozkan said. “The results have exceeded our expectations.” The channel’s average daily audience share is 2.5 percent, greater than those of music stations MTV or MuzTV.

The company’s spacious Moscow office, on the 12th floor of the Lotte Plaza business center, ref lects the creative mission of the team. Images of famous animated characters decorate the walls, reminding a visitor of her childhood, and huge windows overlook the capital of the country Disney has been taking by storm.

Upon its creation in April 2006, Disney Russia hoped to quickly become a significant player in the media market. Along with the channel, it licenses consumer goods based on its film, television and other projects, and works in digital distribution of media content on the Internet and on mobile devices.

“We work in many markets,” Jigalova-Ozkan said. “We produce about 10,000 items for Russia: food, clothes, furniture, carpets, beauty products, toys, books and a lot more.”

In addition to representing the international brand here, the company has developed projects unique to Russia. In October 2009, Disney Russia released its first feature film, “The Book of Masters,” based on Russian fairy tales. It was a good start, as the film won nine awards at international festivals and was sold to 65 countries. Another local project is the television series “After School,” shot jointly with Channel One. The series is due to premiere in the autumn.

A new sector for Disney Russia is social media, especially games. In 2010, the company bought the games creator Playdom, later giving Gardens of Time (a Playdom game developed for the American market) a Russian flavor, Jigalova- Ozkan said. Now more than 5 million people are playing the game nationwide. Building on “The Book of Masters” and “After School,” two fully Russian-developed games are currently at the testing stage.

© RIA Novosti. / Konstantin Chalabov

Jigalova-Okzan (second from right) with ‘Prince of Persia’ actors in Moscow

While presenting extra challenges, working on the Internet has also presented extra opportunities for distributing specific content, which might not appeal to a mass audience. “Big players have come into digital market,” Jigalova-Ozkan said, describing Russian companies hoping to circumvent illegal uploads of American television programs by distributing them legally online. “They show great interest in licensing content to make it available in Russia right after it went on air in America. ‘Hot from the U.S.,’ they call it.”

As successful as it has been, however, the business of Disney goes beyond business, into what Jigalova-Ozkan describes as “the principles of our brand:” ethics and education.

“We know that the Disney brand is one of the most popular in Russia,” she said. “It is great fun on the one hand, but on the other, it is a huge responsibility. The Disney brand is not only entertainment; there is also an ethical side. It is always positive, funny and informative.”

The responsibility extends into selectivity when it comes to potential business partners. “If someone does not really care whether he would like to work with our brand or another, then it is better not to deal with him,” Jigalova-Ozkan said. “We are very careful about our characters and our brand.”

This element of the company’s business adds to Jigalova-Ozkan’s excitement about her job. She spoke enthusiastically about the game “Where’s My Water?” – the sales leader at the Russian Apple store, and about how parents can play it with their children and learn some facts about physics at the same time, like what happens to water when it’s boiling or freezing. In both teaching and allowing people to play it as families, she feels the game “reflects the spirit of Disney.” Aside from entertainment, there is always an emotional layer in Disney films that makes the audience think about matters important for every person, she explained.

She agrees that what she does is a dream for many kids who would like to be closer to favorite characters and see how it all works, but making this huge empire succeed requires not only enthusiasm, but professionalism and knowledge.

“This is a job which brings great pleasure,” Jigalova-Ozkan said. “You couldn’t wish for more when it’s so creative, but it is of course very difficult to ensure all these different business lines make one story.”

“And it would be impossible to do without a strong team.”

© RIA Novosti. Mikhail Fomichev

Date: 2015-12-11; view: 881