Donald and Mickey on the box?

By Aleksander Nowacki

Walt Disney is looking to set up a new thematic channel on the local market. The move could shake up the growing market of advertising that is targeted at the country's youngest audiences.

Adam Wieluński, production director at the film editing company Master Film, confirmed the reports, saying that work on dubbing Disney programming is going full steam ahead.

"Disney contemplated launching a new channel two years ago," he says. "Now that the deadline has been set for September of next year, we have stepped up our efforts." He went on to say that negotiations connected to the planned launch began in June, resulting in increased activity as of last week.

Andrzej Ostrowski, president of the National Chamber of Cable Communications, says that he had no knowledge of the development. He adds that, in order to meet the September 2004 deadline, the firm should have started negotiations with cable vendors by now. No official confirmation of such negotiations could be gained, although it is said that "sources within a large cable company" admitted that an approach had been made.

Experts speculate that cable operators would offer the Disney Channel as part of their 'premium' packages. Marcin Boroszko, managing director of AT-Media ad broker for Fox Kids channel, says that "it would be logical for such a popular family channel." He goes on to say that the new market player could even threaten the market for child-targeted advertising on terrestrial TV. The reach of cable and satellite channels in the largest cities, the prime target for advertisers, is already approaching 30 percent and its growth could experience increased momentum as a result of the Disney Channel's entry. Boroszko does not rule out the possibility of major shifts within advertising budgets that could affect all the major players.

There are currently three theme channels directed at children. The Cartoon Network is the top kid's cable channel in the country, with well over one percent of the total TV market. MiniMax and Fox Kids are not far behind with around one percent of market share. The Disney Channel could further contribute to the significance of this sector of the market.

Disney's strategy in other countries would suggest that a substantial part of advertising on the channel would be reserved for global budgets, with only two-thirds of the commercial slots going to local advertisers.

Walt Disney Polska's marketing and communications director, Artur Pacuła, could neither confirm nor deny that the channel would be launched next year. "There are just too many details involved that I would have to confirm or deny," he said. "But it is definitely a possibility."