Disney's New Boy-Centric Channel, XD
Brace yourself for a male Hannah Montana.
by Melissa Rayworth
August 15, 2008
In launching this new channel, how do you reach boys to let them know this is out there and get them interested? Where will they be hearing about this?
Our marketing plan is in development, but we plan to support the Disney XD launch on all platforms. Boys continue to watch television and we have several powerful platforms to connect with kids about all that's to come with Disney XD: Disney Channel and Toon Disney and our nationwide broadcast platform, Radio Disney, the related digital platforms DisneyChannel.com and ToonDisney.com.
Boys are already offered a flood of programming and character-driven marketing, from the DC and Marvel superheroes to Naruto and Ben 10 to SpongeBob and dozens of others. What programming need among boys will you be addressing with this new channel? How will this programming be a fresh offering?
We are developing an entire slate of programming: live action, animation, original movies, comedy and sports-related shows. Each will be geared primarily towards boys age 6-14, and dedicated to reflecting their fundamental value of accomplishment and the desired experience of discovery and empowerment.
Original Disney offerings like Hannah Montana and High School Musical are known for the broad range of related products (clothing, school supplies, etc.) that are marketed alongside the shows/movies. How will this play out with the original series shows (such as Aaron Stone) or movies airing on Disney XD? What sorts of related products will be targeted to viewers of those shows?
"If we provide kids with compelling stories and characters, they will be long-term guests and consumers."
At Disney, our focus is on delivering great content to kids and families. If we are successful in doing so, consumers will drive a demand and thus, opportunities can be created for other Disney divisions.
Six-to-fourteen is a broad age range. Is the idea that boys will start watching at six and slowly graduate up through the programming? How do you keep them as regular viewers of Disney XD as they grow?
Through focus groups and other research methodology, we talk to kids and families every day and that's the best way to gauge if we're on track and if necessary, make adjustments based on their feedback. For example, we know kids of all ages are aspirational. We know what they are interested in. Our stories are crafted so they appeal to older kids, especially boys, while also having an "entry point" for younger siblings. If we provide kids with compelling stories and characters, they will be long-term guests and consumers. The attributes that boys find compelling and aspirational in lead characters are: smart, determined, selfless, brave, has room for growth, on a journey, not perfect and has "responsibility."
This announcement suggests that you're doing what Disney has long done very well — getting kids to establish brand allegiance at an early age. This is obviously good for business, but do you see any drawbacks in encouraging kids in that direction so early in their lives?
We know with Disney brand, we have a responsibility to kids and families and we take that fact seriously. We work with a mission to deliver content that enriches kids lives and to do so by reflecting core Disney values: community, storytelling, entertainment, innovation, optimism and decency.
©2008 Melissa Rayworth and Nerve Media
About the Author
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Melissa Rayworth writes about American culture, sexual politics and parenting for The Associated Press and other national news outlets. She lives in Pittsburgh with her husband and two sons, making frequent trips to New York City for work and play. |
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