Today, consumers fast forward through commercials and subscribe to digital, commercial free radio, we are seeing companies getting more creative with their advertising dollars. Disney is a prime example of this as they promote Disney DX, a new channel that will be replacing Toon Disney basic cable channel. BusinessWeek reported Disney will be building interest for their new channel utilizing outlets such as iTunes, Xbox360, and cell phones.
Disney plans on using Apple’s iTunes to show previews of new TV shows that will be airing on Disney DX. At least one new series, the Aaron Stone show will be broadcasted on wireless networks Sprint TV and MobiTV. This series will also be available on-demand.
Along with Disney DX, DisneyDX.com will also be launched, featuring games.
In today’s economy ad dollars are being cut so marketing and advertising efforts need to be strategic. With a target market of boys ages 6-14, Disney is placing their ads where their target market spends most of their time. I definitely think we’ll see more advertising of this fashion to come.