Disney to target boys with rebranded cable channel

[Melanie]

Disney to target boys with rebranded cable channel

The entertainment giant plans to relaunch Toon Disney as Disney XD, which will be aimed at boys ages 6 to 14.

By Dawn C. Chmielewski, Los Angeles Times Staff Writer
August 7, 2008


Someday, Disney hopes its princes will come.

The entertainment giant, which has made billions catering to the princess fantasies of young girls, plans to relaunch Toon Disney as Disney XD, a cable channel that will target boys. The move, under wraps for more than a year, is an attempt by the company to capture a market that has long eluded it.

Starting in February, Disney XD will seek to become to young dudes what Disney Channel, with its lineup of tweeny bopper programs such as "High School Musical," "Hannah Montana" and "Camp Rock" is to girls. Disney XD, aiming at boys ages 6 to 14, will offer original action-adventure and comedy series, movies, animation and sports-themed shows developed with Walt Disney Co.-owned ESPN.

"What was clear to me, and clear to us, is we had a huge opportunity to create content that were boys' favorites," said Rich Ross, president of Disney Channels Worldwide.

Tween boys, ages 9 to 14, account for about $50 billion in spending worldwide, said Greg Kahn, senior vice president of strategic insights for media buying firm Optimedia International USA Inc. Advertisers are eager to reach these young consumers, not just snag a portion of their disposable income, but to build a loyalty they hope will extend into even more free-spending teen years, he said.

But the Disney Channel has struggled for years to find the right programming formula to lure boys, who tend to gravitate to Viacom's Nickelodeon and Time Warner's Cartoon Network -- that is, when they're not spending time playing video games. Disney Channel's popular live-action shows, from its early tween phenomenon, "Lizzie McGuire," through its current pop-culture sensation, "Hannah Montana," mainly attract girls.

Efforts to bring in more boys, through male-led series such as "Even Stevens" or "The Suite Life of Zack and Cody," still haven't succeeded enough to close the gender gap between female and male viewers.

Animation, traditionally a draw for boys, has been a struggle for Disney Channel, although its newest series, "Phineas and Ferb," appears to be building a strong male following.

But so far, the network has failed to produce a blockbuster to compete with Nickelodeon's "SpongeBob SquarePants;" or match the guy-centric focus of Cartoon Network, which one ad buyer described as the ESPN of animation.

"You're fighting the brand perception, the very, very strong brand equity that's been in the marketplace for many, many years," Kahn said of Disney Channel. "It would almost require a completely separate effort to reach tween boys, with a completely different name somehow associated with the Disney property, to reach these tween males."

None of this is news to Ross, who, with his executive team, spent more than a year with focus groups pondering the eternal verities: "What do boys want?"

The answer, perhaps not surprisingly, is that boys want it all. "What we heard, loud and clear, is they expect from Disney this broad array," Ross said, with programs running the gamut from animation to action-adventure to comedy. "They expect from Disney the whole thing, including movies." In short, tween boys are looking for more than a show or two wedged in the midst of the musical theater-inspired programs that have come to define Disney Channel. They want, Disney says, a channel they can call their own.

"They want a place, essentially a headquarters for them where their favorite content exists, that has this broad array of shapes and sizes and tenors and complexities, and treats them with the respect that Disney Channel treats all kids, and the girls are fanatical about," Ross said.

Instead of tinkering with what works -- Disney Channel, which has spawned two billion-dollar creative franchises in High School Musical and Hannah -- Ross relaunched a struggling cable asset, Toon Disney, into this destination for boys.

Toon Disney pulls only 10% to 15% of the viewers of Disney Channel, despite the cable network's reach into nearly 70 million U.S. households. The Nielsen ratings reflect its hodgepodge lineup of geriatric kids shows, such as as "Power Rangers Jungle Fury" and recycled animated offerings such as "Batman: The Animated Series," and "Jackie Chan Adventures," and movies.

As the rebranded Disney XD, the ad-supported cable network will boast original series, such as "Aaron Stone," a live-action show about a video game virtuoso who leads a secret double life as a crime fighter. The show boils down to a male fantasy version of "Hannah Montana," in which an ordinary teen leads a double life as a rock star.

Former "The Wonder Years" child star Fred Savage directed the pilot for "Mongoose & Luther," a mock documentary series about two best friends who set out to become the world's greatest skateboarders.

The project was created by Matt Dearborn and Tom Burkhard, who worked on Disney Channel's "Even Stevens."

Established animated series, from "Phineas and Ferb," to "Batman: The Animated Series," will air on Disney XD alongside new offerings, such as RoboDz, a short-form series developed in partnership with Toei Animation Co. of Japan, in which robotic life forms defend Earth from space invaders. Plans for an online presence and mobile offerings are also in the works.

"We know we have a huge opportunity to take that asset and make it every bit as powerful as Disney Channel or Playhouse Disney," Ross said.

[Vito]

Disney's television group is... not so smart.

While I don't think this is necessarily a "bad" idea, Disney keeps missing out on a great opportunity. They need a "Classic Disney" channel. Something that shows all of the classic animated films, shorts, Wonderful World of Color shows, etc. They could also show features on the theme parks worldwide and the Cruiseline.

[brownie]

I think Toon Disney is already slanted towards this demographic, so it isn't a big change.

[Tekneek]

While I don't think this is necessarily a "bad" idea, Disney keeps missing out on a great opportunity. They need a "Classic Disney" channel. Something that shows all of the classic animated films, shorts, Wonderful World of Color shows, etc. They could also show features on the theme parks worldwide and the Cruiseline.

Indeed. Something like that might actually convince me to get "pay TV" again. I got out of that game about a year ago.

[Aurora]

As the mom of a 9-year-old boy (as well as a 12yo girl and 3yo boy), I can say that my son would probably jump at new series just for his age group. He now watches Suite Life and Wizards of Waverly Place on the Disney Channel, while my 12yo DD will watch just about anything on the channel.

If the new series on XD are as good as the ones on the Disney Channel, my son will want to watch them, and I won't mind.

I was a big fan of the old Classic Disney Channel and so disappointed when they went to the new format and demographic. But these shows, I have to admit, are funny, entertaining and creative. There are so MANY shows out there for kids that are either offensive and rude, or at the least, dumb and obnoxious. The best Disney Channel offerings are, on the whole, a cut above.

[Grizz16]

Disney went from having one channel that appealed to kids and adults alike, the original Disney Channel, to having two channels that won't appeal to many over the age of 14.

[Stich8818]

Just like brownie said everytime I turn on there that is the only cartoons I see on there the Jetex stuff so not really much diffrent, The only reason I turn on is to see House of Mouse.....I guess for what they are shooting for it sounds like a good plan. But also like everyone else has said I would like to see the classic disney programming on tv again..ala a Boomerang.

[Mandalorian30]

Disney's television group is... not so smart.

While I don't think this is necessarily a "bad" idea, Disney keeps missing out on a great opportunity. They need a "Classic Disney" channel. Something that shows all of the classic animated films, shorts, Wonderful World of Color shows, etc. They could also show features on the theme parks worldwide and the Cruiseline.

You don't know how much I would love to have a channel like that. It would be so perfect! i'll keep hoping for it to come some day.

[DonaldDuckFanatic]

I am so glad to hear others here that agree with my family. Myself, my wife and our 16 year old son have been wanting a Classic Disney Channel also. One that shows the old cartoons and TV shows featuring Walt Disney himself and the old Disney movies! A channel like that would be huge and reach EVERY demographic, I can't understand why Disney can't see this. Maybe we should start a petition to send to Disney!
And does anyone know why they took off the classic Disney cartoon channel at the Resorts! We enjoyed that so much!

[Minnie Imagineer]

Toon Disney is already 'boy targeted' with Power rangers, jetix, etc. Yes Disney Channel has shows targeted to girls (hannah montana, hsm, raven [back in the day!]) but there are shows that are 'multi-gender' like Wizards of Waverly Place, Suite Life, and even Camp Rock.

[GoBlueLacheta]

They just need to ditch all the nonsense go back to classics. Goof Troop,Tailspin, Rescue Rangers,classic disney movies, among other things that just aren't working out.

[Tekneek]

Disney went from having one channel that appealed to kids and adults alike, the original Disney Channel, to having two channels that won't appeal to many over the age of 14.

I agree. I find Disney Channel to just be another blip on the wasteland that is known as "basic cable." Only slightly different than Nickelodeon. It seems there is a rush to zero, or rather a rush to mediocrity, in television programming these days. There are a few shows worth catching here and there, but in general there are hundreds of channels out there with almost nothing compelling to watch at any given moment.

[Grizz16]

I agree. I find Disney Channel to just be another blip on the wasteland that is known as "basic cable." Only slightly different than Nickelodeon. It seems there is a rush to zero, or rather a rush to mediocrity, in television programming these days. There are a few shows worth catching here and there, but in general there are hundreds of channels out there with almost nothing compelling to watch at any given moment.

If one watched a Disney Channel show and a Nickelodoen show without knowing which one was on which channel, they wouldn't be able to tell which was which.

[Figment78]

Apparently I'm in the minority... I like the disney channel - at least I like the Playhouse Disney shows. Handy Manny, Little Einsteins, My Friends Tigger and Pooh, and Mickey Mouseclub house are favorites in our house! Even Higglytown Heroes is cute and has a great "message" (everyday heroes).

I know what Disney is saying and I know what everyone here is saying. I just hope they leave Playhouse Disney as is!

I also think it's great that they now show Disney movies every Saturday night on ABC. We adults should keep in mind that Disney didn't always own ABC, and now that they have ABC for adult demographics, adult programming on the Disney channel is not as necessary. And as long as the travel channel will show 7 hours of Disney specials every 4 weeks, they have no need to do so on their own channel. That being said, a "Classic Disney" channel, similar to ESPN Classic would be cool - but only in addition to the current channels they have, not instead of.

Lastly, I would like to add a gripe that there are no good family comedies on early primetime anymore! I grew up in the 80s - age of Growing Pains, Cosby Show, Family Ties, etc. The last "family show" I really felt was high quality was Home Improvement. There is definitely a need for "family programming!"

[Boost]

Originally Posted by Vito
While I don't think this is necessarily a "bad" idea, Disney keeps missing out on a great opportunity. They need a "Classic Disney" channel. Something that shows all of the classic animated films, shorts, Wonderful World of Color shows, etc. They could also show features on the theme parks worldwide and the Cruiseline.


I wholeheartedly agree with you, Vito.....would love to see the old Disney shows from when I was a kid....would be great for the kids to know what Walt was about....hope that someone on here who has the ear of ABC may take notice...

[Tinkermom]

Originally Posted by Vito
While I don't think this is necessarily a "bad" idea, Disney keeps missing out on a great opportunity. They need a "Classic Disney" channel. Something that shows all of the classic animated films, shorts, Wonderful World of Color shows, etc. They could also show features on the theme parks worldwide and the Cruiseline.


I wholeheartedly agree with you, Vito.....would love to see the old Disney shows from when I was a kid....would be great for the kids to know what Walt was about....hope that someone on here who has the ear of ABC may take notice...

People who want the classics are NOT the target audience that Disney is going after. People of that age group do not watch enough tv. Having 2 boys ages 11 and 13 and a girl age 7 I have agree that Disney has done a poor job at tailoring shows for older boys. While my daughter loves the Disney channel especially Hannah Montana and Wizards of Waverly Place, my boys don't care much for it. My boys do happen to like Phineas and Ferb they like shows like Avatar (on Nick I think) and of course they love the Pirates movies.

I am hoping that the types of comedy shows on this new channel will be similar to Home Improvement (another show my boys watch reguarly). This show was filled with "boy humor" that was not vulgar. If Disney does this right it will be a winner in our house (after homework is done of course!).