Disney Channel is now a ‘nice habit’- DIRECT LINE by Boy Abunda

In only a little over a year after establishing its presence in the Asian region, the Disney Channel has already become such a habit to the public subscribed to cable TV — particularly here in the Philippines — that Raymund Miranda, Managing Director of Disney Channel Asia says with pride. "We’re doing incredibly well that often, our audience numbers are even better than those of the channels on free TV — of course with the exception of those of the two leading TV networks."

Of course, this successful debut should come as no surprise. After all, the Disney brand is not only recognizable globally but also recognized for generations now at the preeminent purveyor of quality family entertainment. Indeed, it would be difficult to find a person who did not grow up on the magic created by Walt Disney in films by way of such beloved cartoon characters as Mickey Mouse, Donald Duck, Goofy and Pluto, as well as those it transposed from enduring fairy tales such as Pinocchio and Sleeping Beauty.

These beloved cartoon characters and classic animated movies make part of the programming of the Disney Channel which is available on Home Cable, Destiny Cable and other cable TV providers throughout the country. "But beyond these characters and titles that we are all fondly familiar with," says Miranda, "the channel offers more to the public by way of original animated and live-action series that are both entertaining and educational, which is what the Disney brand is all about."

Indeed, the cable TV content provider marked its first anniversary of operations in the Philippines by unveiling a slew of dazzling new programs, the cream of which is Buzz Lightyear of Star Command, which is now seen daily at 3:30 p.m. and 7 p.m. Also, Mickey Mouseworks, which showcase various "animated shorts" of the enduring Mickey Mouse and his pals is a consistent top-rater, according to Miranda.

"We also have several big new animated series that will be premiering on the Disney Channel soon," adds Miranda, "perhaps the most exciting of which is the based on the recent Walt Disney blockbuster film Tarzan. In fact, we already have received a preview of the series and while the animation is still in the rough stages — only animated line drawings at this point — I can say with assurance that this will be another huge asset to the Disney Channel." Also premiering soon are Lloyd in Space, the Book of Pooh and House of Mouse.

While the Disney brand is justifiably associated with jaw-dropping animation, its cable TV channel does have more than a smattering of live-action presentations, from feature films to TV series. "In our block of hilarious horror shows we call Scream TV, we have Are You Afraid of the Dark? Which enjoys a strong following among older children. With our movie block called Vault Disney, which airs on Saturday at 11 p.m., the grown-ups in the family can sit back and enjoy the live-action Walt Disney films they grew up with. Personally, I had a lot of fun watching Vault Disney movies because it brought back memories of my youth."

Among the new live action series that the Disney Channel is mighty proud of, says Miranda is Art Attack, hosted by the lively Neil Buchanan. "This is a multi-awarded program that introduces children to the joys of art, which we believe can be created out of anything," he enthuses. "It’s really a great show where the subject of art and its creation becomes fun, not boring."

Because these offerings for all the members of the family, the Disney Channel is also increasing mind share among the public by its active involvement in the Disney Channel-ESPN Junior X Games presented by Toyota, an international competition among the youth involving extreme sports such as wallclimbing and skateboarding. After its initial sponsorship participation, the Disney Channel is assuming an even more active participation in the next games.

"We will be sponsoring the preliminary competitions for the next Philippines team that will participate," says Miranda. "We are very much encouraged that our country garnered a number of medals in the last Junior X Games, and with this more pro-active involvement, we hope to encourage more kids to not only participate in the preliminaries but also take an interest in various sports activities."

Raymund Miranda says that the strong following already enjoyed by the Disney Channel among Filipino families has made a very encouraging first year for the cable TV provider. "And the channel will only provide even better entertainment value to its subscribers," he ends. "The coming years will be even more fun and exciting!"