Disney Targets

Disney Targets - Los Angeles Times Disney to target boys...

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Los Angeles Times 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
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Disney Targets - Los Angeles Times Disney to target boys...

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