Disney rebranding animated channel

Disney XD targeted primarily to boys 6-14

Disney is rebranding its animated channel Toon Disney as Disney XD, which will feature a mix of animated and live-action programming targeted primarily to boys 6-14.

The switch will begin in February and will include TV, online, mobile and VOD platforms. The programming -- which will revolve around such themes as accomplishment, learning, discovery and growth -- will be a mix of new and library content. It will include series, movies and shortform content as well as sports-themed programming developed with sister channel ESPN.

The launch schedule will include the live-action adventure series "Aaron Stone" and live-action comedy "Mongoose & Luther," animated shorts "Hero and Not," the 3-D/CG-animated/live-action shortform series "RoboDz" and Disney Channel's animated series "Phineas and Ferb" as well as "Batman: The Animated Series," "Superman: The Animated Series," "Spider-Man" and "Iron Man."

"Disney Channel is a huge business serving kids all around the world, and it's especially successful with girls, and our goal with Disney XD is to have that same success ratio with boys," Disney Channels Worldwide president Rich Ross said.

Disney XD will be the seventh brand in the Walt Disney Co.'s TV and radio business. The channel is a 24-hour, ad-supported network and reaches 70 million households.

For the 19 Jetix channels and six Toon Disney branded channels and programming in all other parts of the world, rebranding decisions will be made at a later date.
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