[Ready2Go]

From: Disney to target boys with rebranded cable channel - 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, 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......more at link.

[Princessbaby]

My boys would love this!! They see Hannah Montana come on and they say "Noooooooooooo...." actually nowadays it is more High School Musical- neither can stand it! I tease my 9 yo because for their 3rd grade spring concert they had to sing a HSM song and it nearly killed him!!

[DisneyTeacher]

As the mom of a boy I say yea! Disney seems to invest so much in girls but not so much boys so this could be a good move. Hopefully we'll see this same thinking in the parks.

[CarolinaTilt]

I am very happy with this!!! My DS7 always talks about how Disney is mostly for girls. He even mentions how WDW was his favorite vacation ever, but most of the non-rides are for girls. I can't wait for this!!

Remember: Whatever you do, don't tell Candace!!

[cowanfamily]

Yes, yes, yes! I finally hit a trend! My DS is 9 and loves Phineas and Ferb, in fact, I just bought him 2 t-shirts at Disneyshopping today - guess they are not yet very popular, both LS and SS shirts were only $4.99!

Even my tomboy daughter can get enough of Hannah and the gang! Hurray!

[dh464]

Can't wait ,I think the only thing my boys are into seem to be sports.We watch ESPN exgames, dew tours,anything with ball in it.I hope this is something that will get their atention and carry over to the parks.

[bransworld]

About time they do something like this for the boys.

[tink74]

My boys are on the Phineas and Ferb train! They love that show!

I'm glad to hear the news, and my guys are going to love it!!!

[allirella]

Sounds like a great idea. Disney channel does seem to be more girl friendly. I will admit though, I am a Phineas and Ferb fan. And no, there are no children - boys or girls - at my house.

[chastmastr]

I just hope they won't lose the 'toon aspect of the former Toon Disney. Then again, if this is more or less going to be the Jetix channel, then I'm largely OK with it. (Just don't take away my Pucca!!) Since they re-run a bunch of Marvel stuff, perhaps they could re-air X-Men Evolution or the new Wolverine and the X-Men series coming up?

David

[disneymania]

It,s about time something is geared to boys at that age. Everything is difficult to find for boys We looked for two months to find a black suit for ds-11 to wear to his sisters wedding this month, never mind a tie that doesn't clip on. HSM is great for girls but what about something for the guys

[Peppertink]

Yay for all the boys out there!!!

[Willbegone]

Yea!!! My DS is only 18 months so at this point he could care less but hopefully by time he is like 3 this will catch on in the parks as well. It is disappointing how little there is for boys. This may be where they turn that corner.

[ddoll]

Having four boys, I have been complaining about nothing for boys forever. How nice the marketing people finally realized there are two kinds of kids!

[Tinkfan]

YAY!!! It is about time. I just hope it carries over to the parks and maybe start the charachter meal with the boys in mind.

"Tween boys, ages 9 to 14, account for about $50 billion in spending worldwide". OMG, if that's just for boys, I can only imagine what amount the girls account for I read that bit twice just to make sure.