Disney launches channel for boys
After conquering the tween girl set with the likes of Hannah Montana, Disney has its sights set on boys.
“We realized that a true headquarters for boys has been missing from the marketplace,” said Anne Sweeney, co-chairwoman of Disney’s Media Networks division. “There is a huge opportunity here to super-serve boys the way that Disney Channel has girls.”
Disney XD, billed by the company as “boy-focused, girl-inclusive,” will immediately have a huge presence. In the United States, Disney renamed its struggling animation channel, Toon Disney, which is available in about 72 million homes, to Disney XD. It will rename channels it operates around the world as Disney XD by the end of 2009, including Jetix, a children’s entertainment network in Europe that Disney bought last year.
Information from: http://www.nytimes.com/2009/02/13/busine...
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