Disney already controls two cable properties: the Disney Channel, which airs mostly kid-oriented programming, and ESPN.
First, they introduced the gregarious brunette to viewers through a role in the Disney Channel's As the Bell Rings.
The national TV advertising plan includes :15 and :30 spots on the Disney Channel, Nickelodeon, Cartoon Network, Disney XD and The Hub.
"The Disney Channel is the strongest driver this company has, " Sweeney says.
Nevertheless when seen in context of the whole company and compared to ESPN, the Disney Channel is still a small value contributor.
This business is dominated by ESPN, the Disney Channel and ABC Broadcasting.
"We're always looking for kids that our audience can identify with, " says Judy Taylor, the Disney Channel's vice president of casting and talent relations.
That hit and other shrewd moves have let the Disney Channel, a longtime also-ran in kid TV behind Viacom's Nickelodeon, mount a serious challenge.
Hampton is also rolling out Little Einstein (for preschoolers), which will revolve around a cartoon to run on the Disney Channel in fall 2005.
High School Musical 2 will showcase the marketing muscle of the Disney Channel, which has emerged as arguably the most potent promotional platform in Hollywood.
Until now, the franchise has stayed within the bounds of the Disney Channel, and this third installment, directed by Kenny Ortega, cleaves to established guidelines.
Disney already controls two cable properties: the Disney Channel and ESPN.
Besides ESPN, the Disney Channel is another flagship channel for Disney.
Conor Kidd, 15, of Richmond, Va. has big plans for the premiere of the sequel to High School Musical on the Disney Channel on Aug. 17.
The bubbly 16-year-old burst onto the scene back in June, when she appeared opposite Joe Jonas in the Disney Channel's heavily hyped and much-watched flick Camp Rock.
They've scored starring roles in the Disney Channel flick Camp Rock, hit the road for a sold-out concert tour and released a chart-topping album--A Little Bit Longer.
For instance, those going to the Nickelodeon channel slot will see alternative choices for children's programming such as The Disney Channel, ABC Family, Cartoon Network, PBS Sprout, The Hub and Boomerang.
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The cable channel doing most the heavy lifting for Disney is ESPN, which along with a contribution from the Disney Channel, generates more profits than the rest of Walt Disney combined.
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In 1993, Justin was singing, dancing and acting in the Disney Channel's "The Mickey Mouse Club" alongside a group who would later become a who's-who of teenage idols, including Ryan Gosling, Cristina Aguilera, J.
That hit and other shrewd moves have let the Disney Channel, a longtime also-ran in kid TV behind Viacom (nyse: VIA - news - people )'s Nickelodeon, mount a serious challenge.
Nickelodeon's popular Miranda Cosgrove-star vehicle iCarly averaged 7.4 million viewers in the 6- to 11-year-old demographic in recent months, while the Disney Channel still rides high from its High School Musical 2 premiere, which nabbed a record 18.6 million viewers.
Titled "Girl Meets World, " the spinoff series, which is set to begin shooting in February and will air on the Disney Channel, stars both Savage and Danielle Fishel (as his wife, Topanga Lawrence) and follows the couple's experience raising a 13-year-old daughter.
It is, at least, for Walt Disney Co. (nyse: DIS - news - people ) High School Musical 2 will showcase the marketing muscle of the Disney Channel, which has emerged as arguably the most potent promotional platform in Hollywood.
By giving kids like Cyrus and Lovato an opportunity to star, rather than play the daughter or granddaughter of the star as they would on broadcast television, the Disney Channel and its rival, Viacom 's Nickelodeon network, offer an unparalleled launching pad for their careers.
And second, from an advertiser's perspective--unlike the Disney channel, we are advertiser supported--the time in your life when you're making the most brand decisions that you'll hold on to for a very long time is when you get into your late teens and early 20s.
By giving kids like Cyrus and Lovato an opportunity to star, rather than play the daughter or granddaughter of the star as they would on broadcast television, the Disney Channel and its rival, Viacom 's (nyse: VIA - news - people ) Nickelodeon network, offer an unparalleled launching pad for their careers.
In addition to broadcasting in standard and high definition on the Sky Movies Disney channel, all of the new and classic movies will be available to view on demand and on the go.
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Given the opportunity, the Disney-owned cable channel would happily add the high-profile tourney to an ever-expanding library of sports rights that already includes Monday Night Football, major league soccer and the BCS postseason package.
The maturation of the kids in these programs reflects the maturation of Disney Channel and Nickelodeon.
W. Scripps ' (nyse: SSP - news - people ) HGTV or the vast amounts of home-improvement programming on PBS, the Learning Channel and The Walt Disney Co.
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