Umstead, R. Thomas
March 2007
Multichannel News;3/26/2007, Vol. 28 Issue 13, p14
The article focuses on the strategies employed by Disney Channel which contributed to its success in the prime time ratings in the U.S. According to the author, the series of success was triggered by the successive release of made-for-Disney channel original films and series such as the "High School Musical" and "Hannah Montana." Moreover, an overview of the promotional campaigns, including digital and online, developed by the company to appeal to the teen market is also presented.


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