Distribution is important, but content is critical. Not only does strong content drive viewers to Disney Channels around the world, it also builds our brand and drives results across The Walt Disney Company.
In 2008, Disney Channels Worldwide continued the momentum of the previous two years, building on the success of existing franchises High School Musical and Hannah Montana while introducing new animated and live-action series and original movies that captured the attention and imagination of kids around the world.
The Hannah Montana franchise was an important part of Disney Channels’ success in 2008. In the U.S. alone, the sophomore season of the hit series achieved an increase of 16 percent in total viewers over the previous year, while kids and their parents flocked to Hannah Montana concerts and fans around the world purchased soundtracks, DVDs and other merchandise to make the show a part of their daily lives.
In June, the Disney Channel Original Movie Camp Rock, starring teen sensations Jonas Brothers and rising star Demi Lovato, debuted in the United States as one of Disney Channel’s highest-rated original movies of all time, second only to High School Musical 2. The Camp Rock premiere was supported by a coordinated strategy of featuring content and marketing on air, online and on mobile phones. Camp Rock delivered the No. 1 entertainment telecast among cable networks for the 2007-08 season and was the No. 1 cable telecast of the year among Tweens (ages 9-14). Since its U.S. debut, Camp Rock has been introduced to enthusiastic audiences around the world.
Disney Channel continued to build on the popularity of the Jonas Brothers with the launch of the series Jonas Brothers: Living the Dream. The original short-form reality series not only gave the band’s fans a new way to watch them in action, it also created new opportunities for advertisers with premium online sponsorships.
