I hope not because I'm back & today we're talking about television and how Disney has used television as an outlet of technological advance as well!
"The Disney Channel is probably the best run of all the businesses at Disney," -Richard Bilotti, a Morgan Stanley analyst
Logo from 1997 to 2002 Logo from 2002 to today
Click on either logos to check your local listings today!
Brief History: Sticking by their brand, Walt Disney Productions launched their very first family-oriented cable channel in April 1983. The channel originally aired shows that emphasized family value issues and goals and in the beginning, included TV series such as "The Baby-Sitters Club," "Flash Forward," and "Vault Disney" and many more. While they focused largely on families as their main audience, the original shows that were aired were also geared towards younger children. It wasn't until 1997 that Disney Channel began to target preteens and older children. While still airing family-oriented shows, Disney began to create more shows such as "Bug Juice," "Jett Jacksons," and more. Around 2001, Disney noticed that their ratings had increased due to the creation of many of the new preteen shows and discovered that less viewers tuned in for the classic Disney programs. On September 16, 2002, "Vault Disney" and the original classic Disney programs had been discontinued and Disney Channel focused primarily on its new original programming such as "Lizzie McGuire," "Even Stevens," and many more, which targeted teenagers and an overall older crowd. In 2007, Disney Channel scrapped up many of its re-runs that aired regularly and dedicated its channel to creating new episodes of many more original programmings and has remained that way up until today.
Some of the most popular preteen shows on around 2001
What makes it so successful: While Disney Channel has found fans from all ages, many still can't seem to wrap their finger around what exactly the phenomenon is. People are curious as to what draws young and older viewers alike to the programs. According to Anne Sweeney, president of the Disney Channel Worldwide and of the ABC Cable Networks Group, she gets her answers from her 10 year old son. She states, "Kids his age were dabbling with MTV but feeling it was too old for them and they weren't enjoying shows for much younger kids." Because Disney Channel offers shows from all ages, I personally believe that's where they get all their viewers and success. Each age group has an appropriate set of programs that are friendly for their age group and airs at a time when they are most present in front of the TV set. Ultimately I believe what makes Disney Channel so successful is that different variety of shows it has to offer along with the young cast it promotes. Because the stars of the shows are similar in age to the viewers, it makes a lot easier for viewers to relate with. In addition, ever since Disney has began creating their own originals, it has generated fans specifically to their brand.
How technology has aided the success and evolved over the years: Disney Channel was originally a premium cable channel, meaning viewers actually had to pay a separate fee to subscribe to this specific cable channel. Walt Disney Corp. created Disney Channel under a premium cable channel in order to generate revenue. Disney also took a risk to discover just how demanding their channel would be. However, it worked to Disney's advantage. According to CNN Money's Julia Boorstin, she reported that in 2003 Disney Channel's margins was 50%. This meant that Disney Channel generated about half of the Disney cable networks' $1 billion operating income last year alone. In other words, Disney Channel has proved to be one of Disney's largest cash cows. Success with technology can be accredited to 1997 when Disney although was making profit from setting Disney Channel as a premium cable channel, decided to direct their attention towards a basic cable channel. By converting to a basic cable channel, they do lose money from subscribers, but at the same time it has aided them into gaining more recognition and fans from all over the world and not just the U.S.
One of the most successful preteen shows Disney Channel has seen, Hannah Montana
I'll be back soon enough, TOODLES, until next time!
Sources:
http://money.cnn.com/magazines/fortune/fortune_archive/2003/09/29/349896/index.htm
http://articles.latimes.com/1990-12-09/business/fi-8388_1_disney-channel
http://allyourdisneychannelneeds345.blogspot.com/2009/06/hannah-montana-jakeanother-little-piece.html
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