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DISNEY CHANNELS


Let’s Get Digital Disney is intensely aware that the new


generation of fans are not tied into TV schedules and often use ‘catch up’ facilities so linear TV channels are just one part of a successful TV-grown franchise. “You can give the audience better control in the non-linear space rather than the linear (channel),” pointed out Boel. “Kids expect to be able to go online and see clips, music videos, games and engage with brands in different ways.”


She cited by way of example the Jake


Above: Disney Junior’s number 1 series premiere Doc McStuffi ns.


continued from page 123


core channel content. “We invest heavily in content so there is a constant fl ow of new material to connect with our audience which is very important,” said Boel. “We also make sure we know our audiences intimately. We do lots of focus groups with children to fi nd out how they spend their time and how they consume media and


continued on page 127


Princess In Training Sofi a the First made her debut on Disney


Junior last December with the ‘Once Upon a Princess’ special premiere, but her TV series launch is much anticipated for spring this year. Sofi a is a princess in training. When Sofi a’s mother marries the king, she’s whisked off to the castle,


where she learns what it means to be a real princess.


Sofi a discovers


empowering lessons about kindness, forgiveness,


generosity and Content Calendar


• TV series launch and Sofi a The First: Once Upon a Princess DVD (Spring 2013).


•• Jasmine and Belle special episodes (spring/summer).


New episodes and TV series launch on FTA (autumn/winter). • Where’s Ariel movie event (autumn/winter).


A SPECIAL MAX PUBLISHING © Disney 125 disney PUBLICATION 2013


and the Never Land Pirates website where Jake’s World was created allowing children to play games and get involved in lots of activities like fi nding treasure. Testimony to the fact that the audience desire was there, the website is the #1 Disney Junior super site, attracting over 186,000 average monthly unique visitors during September to November 2012 and over 3.7 million page views per month, and increase of nearly 10% on the previous three months.


For Disney XD the off-air focus is more on the core demographic of boys who are more interested in games, videos and music as opposed to girls which Disney’s fi ndings reveal are more into the social element of


Above: The Disney Junior super site


attracts over 220,000 unique visitors each month.


Above: Kickin It, the martial arts teen


sitcom series


is scoring well on Disney XD.


communication and sharing. For the boys there is a Disney XD games portal launching whereas for the Disney Channel content is more targeted at the tween girl with content that allows them to interact with their favourite characters in their own room by for example designing their own t-shirts.


Left: Series such as Pair of Kings have chimed well with teenagers on Disney XD.


self-respect. Throughout the series classic Disney Princesses make special appearances and lend their words of wisdom. Sofi a soon discovers that looking like a princess isn’t very diffi cult, but behaving like one must come from the heart. “At the heart of it it’s a story about the diffi culties of fi tting in which many kids will fi nd relatable,” enthused Boel. In fact, early research indicates a high demand for Sofi a product. Master toy partner Mattel found that mums and girls found the Sofi a brand unique and highly appealing vs. other brands in the market. Mums have also cited Sofi a as Disney’s fi rst peer-to-peer princess. Sofi a’s animal friends and preschool also received positive mentions.


In short, Sofi a the First offers little girls an entry point into the fantasy world of Disney Princess by connecting with who they are now, tapping into the key attributes of aspiration and magic. Ahead of the series launch in April there will be a strong cross company launch


campaign including a


Sofi a website featuring videos,


games and activities which went live at the end of last year. Meanwhile consumer products are anticipated to hit shelves in autumn/ winter this year.


Above: Sofi a the First makes her much anticipated TV series debut in Spring this year.


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