Word: localized
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...travel well, as do the poppy songs and the themes of first love, cliques and friendship. Ross toured 25 regional Disney Channels around the globe two years ago, trying to convince them of HSM's potential. He met resistance "everywhere." But when Chinese or Russian marketers would fret that local viewers wouldn't get cheerleaders or basketball, he would drill down to human nature: "Do you have kids who play sport?" he'd ask. "Who are growing up and learning how to be themselves?" Evidently so: more than 255 million people around the world have seen the original HSM movie...
...Such success is testimony to Disney's deft globalization policy. The company left the tunes and story intact worldwide but added local flavor by region. Disney's basic marketing formula for the film's release abroad: find a local star to serve as a bridge between the Disney content and the local market. In Poland, fans watch HSM videos that splice together scenes from the original movie dubbed by fresh-faced Polish pop stars. On Israel's Disney Channel, a Gabriella lookalike sings soulfully in Hebrew. In India, the entire sound track has been re-recorded in Hindi, with Indian...
...Already, local anticipation is brimming over. It wasn't just the press crowding to see the candidate outside his grandmother's apartment. "I appreciate him visiting his grandmother," says Arthur Witherspoon of Honolulu, who stood outside Dunham's apartment on Friday within the crowd of about 100 people. "It shows character," says Norma Parado, who lives half of each year in Honolulu, "I'm so glad he's here doing this. He's paused his campaigning for family. That's the kind of person you want leading our country...
...with longer periods in rural areas. Industrial output has shrunk with employers now laying off employees they can no longer afford to keep. And Pakistanis have begun to take their anger to the streets. In parts of Lahore on Monday, scores of protesters laid siege to the local office of the electricity utility, ransacking the building and burning their electricity bills. The mounting economic crisis is likely to fuel social unrest - "The general mood is one of despair," says Yousuf Nazar, a leading economic commentator. And despair and anger among Pakistan's poor are likely to swell the ranks...
...After obtaining assurances from the local officials in Somalia that they'd be put on trial and that their human rights would be respected, we delivered them to the custody of local authorities," said French Defense Ministry spokesman General Christian Baptiste. "This operation is sending a message to pirates in the region that continuing their activity will be getting more dangerous and expensive for them...