The Walt Disney Company is reportedly in advanced talks to buy a 30% stake in Indian children's television channel Hungama.

The Mouse House, which already airs the Disney Channel and Toon Disney across the subcontinent, hopes to grow its share of the one billion rupee ($21.5m; €17.1m; £11.8m) kids' TV market and loosen the stranglehold of Cartoon Network, owned by media giant Time Warner.

Hungama, part of United Home Entertainment, a subsidiary of UTV, is estimated to have between 17% and 20% of the Hindi-speaking 4-14 age group. Disney Channel has a share of between 11% and 13%, while Toon Disney garners a market share of between 7% and 10%.

Cartoon Network on the other hand commands the lion's share, with a market slice ranging from 25% to 30%.

The Mouse House declined to comment on the deal.

Data sourced from The Times of India; additional content by WARC staff