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Disney promoting new digital TV channel for boys

Wednesday, August 5th 2009 by Cable.co.uk

New digital TV channel Disney DX is being supported by a heavy marketing campaign.

Disney is set to begin a massive advertising campaign to promote its new digital TV channel aimed at boys.

A TV, press, outdoor, cinema and digital marketing campaign will support the launch of the Disney XD channel, which is primarily aimed at eight-to-14-year-olds boys.

TV channels such as Dave and E4 have been picked to run the campaigns as they appeal to entire families, while magazines such as Gamesmaster and Match will be used to promote the digital TV channel to young males.

Disney is using digital media extensively as part of the launch, with a platform game based around show character Aaron Stone to be available on Miniclip.com.

Nicole Morse, executive director of marketing for Disney Channels UK, said: "Since Disney XD is built around what kids, particularly boys, told us they wanted to see from a TV channel - ie gaming, sports and humour - it was crucial that the integrated launch campaign reached them in environments that resonated with them."

BT recently announced it had agreed a deal with Sony Pictures Television to offer the studio's new and classic titles on a pay-per-view basis on its Vision digital TV service.

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