Disney UK to launch multi-platform channel for boys
Mon, 15 Jun 2009 | By Danielle Long
Disney is to launch a new boy-focused multi-platform brand, Disney XD, which includes an ad-supported TV channel and website.
The brand, which replaces the Jetix channel, will target children aged 6-14 with a mix of live-action and animated programming both on air and online when it launches in August.
Online users will have access to exclusive content and games, including new and library clips to attract a broader target audience and expand Disney’s brand portfolio.
Disney XD will add to Disney’s existing line-up which includes online and on-air brands for Disney Channel, Playhouse Disney and Disney Cinemagic.
The launch will be supported by a mutli-platform campaign including gaming elements and on-air teasers.
Boel Ferguson, general manager for Disney Channels UK & Ireland, said it was important that Disney XD was created as a multi-platform brand not just a TV channel.
“We recognise it’s important to be wherever our audience is, across TV, online and gaming. Online is absolutely vital, it’s the key to our success,” she said. “Our ultimate aim is to be the number one boy-focused, girl-inclusive brand in the UK. We’re already number one with the Disney Channel so I think it’s a realistic ambition.”