Disney Introduces Boy-oriented Cable Network
Despite harboring a sizable following among preteen girls, Disney still went for a more boyish route on February 13 with the launch of a new channel.
This channel, called Disney XD, is a cross-platform cable network, in that it has incarnations on the web and among mobile phones. Most of all, it is boy-focused, but nonetheless girl-inclusive.
A total of 6.5 million people, presumably mostly boys, tuned in to this new network on launch day.
Boys represent “virgin real estate” among cable networks, in the words of Gary Marsh, Disney Channel’s worldwide president for entertainment. There is an estimated population of 20 million American boys aged six to 14. Advertisers are willing to tap this market, which is reportedly equivalent to $40 billion in purchasing power.
In light of this, Disney has packaged XD as an ad-supported channel, a first for the television network. Designed for boys aged 6-14, Disney XD has gained instant sponsorships from Kellogg, Kraft, Lego, General Mills, and Pokémon USA. Other sponsorship deals are in the works for its online store at DisneyXD.com. This is a departure from the ad-less Disney Channel that spurns endorsing big brands.
Disney XD is different from the Disney Channel in many ways. Against Disney XD, Disney Channel has comparatively been more girl-focused, with such content as Hannah Montana and star staples like The Jonas Brothers.
Launched to 73 million homes on February 13, Disney XD succeeds another channel, Toon Disney. The latter, which purveyed animated shows, reported flagging ratings in the face of top children’s channels Cartoon Network and Nickelodeon.
Unlike those two however, Disney XD not only offers animated content, but also runs the gamut from music to sports and ultimately, live action.
Keen on moving away from Miley Cyrus, Disney XD, via Radio Disney, is set to feature more boyish music such as those of Relient K and Beastie Boys. Meanwhile, the sports facet of the channel is provided by another Disney property, ESPN. The sports channel even tailor-made one of its signature news programs for XD’s audience so that it became SportsCenter High 5.
On February 13, Disney XD got a head start with the premiere of flagship show Aaron Stone. The live-action series hit ratings gold almost immediately, gaining 1.6 million viewers and exceeding any record set by Toon Disney’s series premieres. Aaron Stone’s premiere reportedly captured over 300,000 children aged 6 to 14, 232,000 of which were boys.
Stone debuted at 7 PM on the Disney Channel, before airing at the brand-new network 30 minutes later. The series revolves around a teen named Charlie Landers who, from playing the video game “Hero Rising,” became a real-life secret agent.
This summer, Disney XD will show another live-action series about skateboarders, Zeke & Luther.
In the animated circuit, Disney Channel’s Phineas & Ferb will have its new home in XD before March. Another upcoming animated series is Kid Knievel, which follows the adventures of a 12-year-old boy dreaming to become a daredevil.