Disney Afternoon Package to Begin Airing Next Fall
The Walt Disney Co. is introducing a first-run syndication television program for children that will be promoted with a $100-million marketing campaign.
The Disney Afternoon syndication package, offered by its Buena Vista Television division, will consist of two hours of programming as well as options for special programming. It will begin airing next September, the company said.
The marketing campaign will include tie-in promotions with McDonald’s Corp. and Kellogg Co. Disney said the promotion with Kellogg will be the largest ever in the cereal business.
Tie-in promotions with makers of consumer products have become increasingly popular in Hollywood. In September, Disney rolled out a $60-million promotion for the videocassette version of the movie “Bambi” that included tie-ins with Procter & Gamble’s Crest toothpaste and M&M;/Mars candy.
Local television stations that buy The Disney Afternoon will also be offered special programs related to three upcoming Disney movies, “Dick Tracy,” “The Jungle Book” and “DuckTales: The Movie.”
“The Disney Day Off,” a full day of programming for broadcast on three selected school holidays in the 1992-93 season will also be part of The Disney Afternoon package, the company said.
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