Disney TV heads north to reach millennials
Millennials, the massive generation of teens and young adults aged 15 to 34, are luring Disney television north of the border.
The California-based global media and theme-park giant announced a new, 24-hour network in Canada called ABC Spark targeting that age group - like the successful ABC Family cable channel does in the United States.
A partnership between Disney/ABC Television Group and Canadian media company Corus Entertainment, the new network will broadcast ABC Family shows such as “Switched at Birth,” “The Lying Game,” and “The Secret Life of the American Teenager.” Corus also will provide Canadian original programming, as regulations require 15 percent Canadian content. The network’s launch is set for spring 2012.Disney knows a growth opportunity when it sees one. There are more than 1.7 billion millennials on the planet, with 85 million of them in the United States and 10 million in Canada, according to a statement from the Mouse House, representing “the largest demographic bubble in both U.S. and Canadian history.” No financial terms of the deal were disclosed.
Photo credit: Reuters/Mike Cassese