Disney looks to capture young male audience

01/7/2009 | Wall Street Journal, The

The soon-to-launch Disney XD brand, which comprises a cable channel and a companion Web site that includes a social network and games, is aimed at the elusive viewing audience of boys ages six to 14. The channel is a rebranded version of Toon Disney; programming is expanding to include live-action shows, original movies, music and sports from sister-channel ESPN. Rich Ross, president of Disney Channels Worldwide, said, "We looked at the landscape and feel that girls are being served -- if not super-served, and preschoolers are also well served, but boys really haven't been."

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