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Disney targeting US boys with Disney XD, makes no decision on Jetix

Treading into established Cartoon Network territory, Disney is re-branding Toon Disney in the US as Disney XD, and is aiming to cater to the boys six to 14 demo with a mix of live-action and animated programming.
August 7, 2008

Treading into established Cartoon Network territory, Disney is re-branding Toon Disney in the US as Disney XD, and is aiming to cater to the boys six to 14 demo with a mix of live-action and animated programming.

Disney XD is going live on-air, online and on mobile in February 2009, and plans to draw programming from Disney-owned sportsnet ESPN as well as launch new series.

As for the 19 Jetix channels and six Toon Disney channels currently operating outside the US, re-branding decisions are being made on a case-by-case basis and changes, if any, will go into effect at a later date.

Disney XD’s launch slate includes new productions: Aaron Stone, an original live-action teenage adventure series, Mongoose & Luther, another live-action series with a comic bent, and the animated short-form series Hero and Not (working title) produced in Italy by Studio Bozzetto & Co.

The slate will also feature series currently airing on Disney Channel and Toon Disney, including Phineas and Ferb and Batman: The Animated Series.

About The Author
Gary Rusak is a freelance writer based in Toronto. He has covered the kids entertainment industry for the last decade with a special interest in licensing, retail and consumer products. You can reach him at garyrusak@gmail.com

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