Tuesday, April 7, 2009

Disney to Target Boys with Rebranded Cable Channel

Article Source: Los Angeles Times

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 August 07, 2008

The entertainment giant, which has made billions catering to the princess fantasies of young girls, plans to relaunch Toon Disney as Disney XD as a cable channel targeting 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 the 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 squarely 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.....

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