The California-based global media and theme-park giant announced a new, 24-hour network in Canada called ABC Spark targeting that age group - like the successful ABC Family cable channel does in the United States.
As partnership between Disney/ABC Television Group and Canadian media company Corus Entertainment, the new network will broadcast ABC Family shows such as “Switched at Birth,” “The Lying Game,” and “The Secret Life of the American Teenager.” Corus also will provide Canadian original programming, as regulations require 15 percent of Canadian content. The network's launch is set for spring 2012. No financial terms of the deal were disclosed.
Disney knows a growth opportunity when it sees one. There are more than 1.7 billion millennials on the planet, with 85 million of them in the United States and 10 million in Canada. If the company reaches its goal in 2012, this partnership would be a real success to the developpement of the Disney company. The use of the Tv medium is verry strategic since Tv is considered as the world's most powerful medium of communication. It is an extensively medium in the moderne lifestyle, especially young people from the Generation Y. Hence, Disney can easily and quickly reach its target segment.
Heba,
RépondreSupprimerWhy do you think in the Internet age TV would still be the most powerful medium? Why in particular for generation Y? Why do you think this new acquisition by Disney is strategic?
I dont think it is the most powerful medium but it is one of the most powerful media. Nevertheless, television still reaches a lot of people that do not have acces to Internet. For generation Y and especially in the case of Disney, internet is more powerful since parents tend to put the children in front of the TV for a short moment as a sort of occupation for them to relax. Television can also be interactif and educative.
RépondreSupprimerI do believe that this new acquisition is strategic since the new network will brodcast ABC Family shows to rapidly reach its target segment. The target segment will be more aware of Disney's creation, movies, characters and shows.