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In case there aren’t enough shows featuring bodily function humor and plenty of rude noises, tween boys will soon have a new television channel geared just to them. Disney, which has earned so much of its bread and butter parading princesses past young girls, is relaunching Toon Disney as Disney XD, aimed at boys ages 6 to 14.
Disney hopes the channel will appeal to boys the way Disney Channel, with shows like High School Musical and Hannah Montana, appeals to girls, writes the Los Angeles Times. Disney XD will feature original action-adventure and comedy series, movies, and sports-themed shows developed in partnership with ESPN.
Tween boys between the ages of 9 and 14 account for about $50 billion in spending worldwide, according to Optimedia International USA.
Currently, Toon Disney pulls only 10 percent to 15 percent of the viewers of the Disney Channel, though it reaches nearly 70 million households. Average viewership for the channel decline last month by 5 percent, to 246,000 on a 24-hour basis, a total that reflected a 12 percent drop among kids 6 to 11 and a 7 percent decrease among tweens 9 to 14 , according to Nielsen Media Research (via Multichannel News). The channel was down 12 percent among persons 2+ in July.
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