Disney's Paul DeBenedittis (Photo Above)
As we near the end of summer, Disney Channel is slated for a historic ranking
as the #1 cable net in total day in total viewers. For the 1st
summer ever, the net will rank as the #1 net in kids 2-11. CableFAX spoke with
Disney Worldwide’s Paul DeBenedittis, svp, programming, scheduling,
multiplatform, acquisitions and co-productions, on upcoming programs and the
market of children’s TV.
Disney has done really well this summer.
What should we expect in terms of fall programming?
We don’t
focus on seasons or cycles as we program for our audience 365 days a
year. We have a series premiere (“Dog With A Blog”), a Disney Channel
Original Movie (“Girl Vs. Monster”) and an original event (“Make Your Mark:
Shake It Up Dance Off”) this fall, as well as new episodes of our hit Disney
Channel series (“Jessie,” “Austin & Ally,” “Good Luck Charlie,” “Shake It
Up” and “A.N.T. Farm” and our animated hits “Phineas and Ferb” and “Gravity Falls”)
— and we also have a volume of new content across our multiplex including
Disney Junior (“Sofia the First,” “Doc McStuffins,” “Jake and the Never Land
Pirates” and “Mickey Mouse Clubhouse”) and Disney XD (“Crash and Bernstein,”
“Lab Rats,” “Kickin’ It”).
You have been in cable for two
decades. People say now is the Golden Age for cable. Do you agree? And why? Is
now also the Golden Age for children’s TV?
I felt I
was in the Golden Age when I first started and I feel the same way today. Cable
allows us a unique opportunity to connect with our audience in a branded,
connected way, 24/7. The Golden Age continues as we now have more
platforms to serve viewers, more opportunities to find creative ways to fuel
our brands, to connect to our audience in engaging and entertaining ways, while
at the same time maximizing and monetizing these opportunities so we can
continue doing it.
What challenges do children’s TV
providers face and how can they overcome those challenges?
I’m not so
sure the challenges are much different than general entertainment, where I
spent most of my career before coming to Disney. We are always looking to
stay connected and relevant with our audience as new technology
emerges. We are always looking for creative ways to tell stories that are
unique and strategies that evolve as our audience evolves and their taste
shifts. Most of all, we respect our young viewers, we know they’re smart
and just as savvy as their parents were when they were kids.
Source: www.cablefax.com
