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Variety, 10/15/06
New tween scene
Full Story: New tween scene
New tween scene
Disney nets close in on Viacom in youth niche
By DENISE MARTIN
In the race for the youth market, Nickelodeon and MTV are being challenged by a hungry Mouse.
Long-dominant brands Nickelodeon and MTV have hit ratings plateaus in the past year, while the wholesome fare found on the Walt Disney Co.'s Disney Channel and ABC Family has been picking up momentum. And neither Viacom net can claim a recent programming breakthrough on the scale of Disney Channel's "High School Musical," which premiered to nearly 8 million viewers and continues to throw off coin from DVD and CD sales.
Much like Fox's talent show throwback "American Idol," Disney's two-hour phenomenon -- airing to boffo crowds in 100 markets internationally with accompanying album releases -- signaled to viewers that "wholesome" is the new "cool." And while Nick and MTV traffic in harder-hitting humor and attitude, Disney Channel's freshly scrubbed kids on shows like "Hannah Montana," "The Cheetah Girls" and "The Suite Life of Zack & Cody" are driving up ratings and revs.
By DENISE MARTIN
In the race for the youth market, Nickelodeon and MTV are being challenged by a hungry Mouse.
Long-dominant brands Nickelodeon and MTV have hit ratings plateaus in the past year, while the wholesome fare found on the Walt Disney Co.'s Disney Channel and ABC Family has been picking up momentum. And neither Viacom net can claim a recent programming breakthrough on the scale of Disney Channel's "High School Musical," which premiered to nearly 8 million viewers and continues to throw off coin from DVD and CD sales.
Much like Fox's talent show throwback "American Idol," Disney's two-hour phenomenon -- airing to boffo crowds in 100 markets internationally with accompanying album releases -- signaled to viewers that "wholesome" is the new "cool." And while Nick and MTV traffic in harder-hitting humor and attitude, Disney Channel's freshly scrubbed kids on shows like "Hannah Montana," "The Cheetah Girls" and "The Suite Life of Zack & Cody" are driving up ratings and revs.
