Disney Channel Takes Over Central/Eastern Europe

The Walt Disney Company continues its charge to re-brand an increasingly broader array of stylized or demographically focused programming around the world. Previously dealing with Jetix and Toon Disney brands in the Americas, either purchasing the full rights to or subsequently implementing a brand identity shift, Disney Channel Worldwide will now force five Jetix programming networks in the Central European and Eastern European region to do the same. Although some of these current Jetix networks have only been around for a few years, DC Worldwide's new effort will convert all five channels into localized editions of Disney Channel-proper.

Only recently importing a host of relatively new Disney Channel original programming, select European territories will get the full makeover; as a result, Disney Channel will officially launch in Hungary, Czech Republic, Slovakia, Romania, and Bulgaria. Aiming to become "the undisputed leader in the kid's TV market" for the region, it appears that at least for these viewers Disney will be trading in the stock Jetix associations of action and adventure programming with its more traditional, eclectic fare of scripted comedy.

"The performance of Disney Channel in Poland and the huge impact of the channel's content on Jetix have proven the demand for its kid-driven, family inclusive programming," Giorgio Stock, of Disney Channels EMEA, commented.

Stock, the Executive Vice President and General Manager, Disney Channels EMEA, continued: "We look forward to leveraging this demand."

The first Disney Channel launch in the region has apparently proved successful, the channel began broadcasting in Poland in December 2007 and has since doubled its reach since. Similarly, cross-platform programming of live-action and animated titles in Hungary have boosted ratings as well. Disney's ammunition in this manner of leveraging is what just about every other Disney Channel around the world is armed with: live-action items Hannah Montana, High School Musical, primetime animation item Phineas and Ferb among others, and preschool charisma through ongoing titles Handy Manny and Mickey Mouse Clubhouse. This will be a considerable turn for those in the Central and Eastern Europe viewing territories that have become accustomed to Jetix's popular pattern of action, adventure, and mischievous humor.

on DC Worldwide: Disney Channel Worldwide represents the most successful portfolio of kids' channels in the world with 98 channels and/or channel feeds available in 167 countries and in 32 languages. In 2008, Disney Channel ranked as the #1 kids' channel in 17 countries/territories including Poland in Central and Eastern Europe. Disney Channel properties continue to rapidly expand into new markets across the world, playing a key role in introducing the Disney brand to new consumers.

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