In Depth
Disney XD Looks Good in Debut
The Walt Disney Co. said its new cable channel aimed at boys, Disney XD, got off to a fast start.
The show expected to be the cornerstone of the rebranded channel, “Aaron Stone,” drew more viewers than any series premiere on Toon Disney, the network Disney XD replaced on Friday.
The premiere of “Aaron Stone” attracted 232,000 boys 6 to 14, increasing the time period from a year ago by 266%.
“Aaron Stone” also appeared on Disney Channel, where it drew 1.6 million total viewers and 892,000 kids 6 to 14.
Overall Disney XD reached 2.6 million kids 6 to 14 and 6.5 million unduplicated total viewers.
Disney rebranded Toon Disney partly to move into the attractive live-action kids business and also to create a boys brand to complement Disney Channel, which attracts mostly girls.
The new channel reaches more than 72 million households.
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Alex Sanchez
I'll miss Toon Disney but in reality, Disney never really took advantage of the potentional the channel could have had.
It's sad to think that there's no place where I'll be able to watch classic Disney cartoons from the 80's and 90's; but I haven't had a place to watch those shows basically since 2003 when Jetix took over Toon Disney.
Here's to hoping that Disney will release those classic animated shows on DVD or at least iTunes in the future...
Doug Ruffin
Disney made a great move forward with the rebranding of Toon Disney to Disney XD. It seems to me while so many of us have asumed the kids and tween market ratings has been won by Disney in cableland; Disney had the insight to ask, "What's Next?". They knew Nick would be up to something with Spactacular and other new original product.
New brands and original programming in this genre will only serve to grow business development for the competing networks and the cable industry.
So, Whats next for this time next year? I don't have the answer. But I have a few ideas.
Spiritual driven networks with childrens programming should invest in fun and edgy product rather than safe, cute and preechy. Superheros are for, "Good". Why not work with Marvel? Oh .. thats right ... Cartoon Network has already done that. Sorry.
Both Nick and Disney have the business resources to create cable and online music networks. You would serve a business need for the viewer, cable companies and also serve the music industry as well. Remember Nick Rocks?
And would somebody ... Anybody ... come up with a well branded On Demand kids network? All of the networks with kids and tween product have great on demand offerings. However, little is being done to create a well branded and interactive on demand network. Entertainment and learning opportunities can increase free "And fee" on demand buys. How about "Nick Now" or "Disney InterAction"?
This is also a great time for Discovery kids to take advantage of new federal money going to local schools. Learning is always in style and now, the money will be available to move education forward becuase the money is available to support new learning projects. Discovery kids has the perfect product to generate interest and promote its brand by making even greater efforts to work with local schools.
That being said, this is about where we are right now and what Disney XD will do for its market and the cable industry. Aaron Stone is a great introduction to the rebranding efforts for Disney XD. I wunder whats next?
Great job Disney!
Doug Ruffin