The Walt Disney Company in South Africa explains why the Mouse House will be targeting small children as young as 4 watching Disneys TV channels on DStv with commercial advertising. by Thinus Ferreira
Disney says MultiChoice is supportive of the change.
Disney now wants to do commercial advertising to children on its previously ad free channels Disney Channel (DStv 303) and Disney Junior (DStv 309) in conjunction with DStv Media Sales and Disneys Disneymedia+ which will be specifically targeting the available audience which includes very small, pre-school children.
From November Disneys Disneymedia+ will be selling to kids as young as 4 when what the TV and ad industry calls spot advertising is added for the first time to Disney Channel and Disney Junior.
The Disney Channel reaches 287 000 kids between the ages of 4 and 14.
Disney Junior which reaches 1.3 million kids from the age of 4 and up will now show commercials and advertising from November.
Disney XD which has been boy focused with somewhat older viewers and more action-oriented shows launched in 2011 and has been carrying advertising.
DStv Media Sales, MultiChoice and Disney are now ready to put commercial TV adverts in front of little eyes on channels which DStv subscribers have come to trust not to carry the crass commercial considerations found on other kids channels with a reputation less sterling than the Disney brand.
The two Disney channels - one aimed at young kids and teens and the other at toddlers and pre-school kids - will start running commercials from November.
Disney XD has carried commercial advertising since its launch in South Africa in 2011 and now Disney Channel and Disney Junior will follow, Disney tells Channel24.
Disney Channels carry advertising in many other markets worldwide, says Disney.
Disney: Other kids' channels are doing it
Disney says the Disney Channel and Disney Junior will now also start to carry TV commercials because DStv airs other childrens channels that have carried commercial advertising for some time so the platforms audience is used to seeing advertising on childrens TV.
Disney says DStv and MultiChoice are supportive of this change.
How will DStv choose what advertising will be run? The Walt Disney Company Africa decides which advertising runs on its channels and we have strict internal guidelines on the type of advertising we carry. In all instances, advertising must comply with relevant local and international legislation, says Disney.
Asked if theres advertising that DStv wont run, Disney says advertising which is not appropriate for Disneys children and family audience will not appear on the channel.
In addition, as part of Disneys commitment to support families desires to lead healthier lifestyles, Disney will not accept advertising from brands which do not comply with its healthy living guidelines. This is a policy that is already in place for Disney XD.
Why TV commercials specifically aimed at very small children?
Channel24 asked why DStv and Disney are now allowing advertising on Disney Junior to be shown to very small children.
Disney takes its commitment to its viewers extremely seriously and we will be especially careful as we do not want to betray the trust that so many families have in us.
All advertising appearing on Disney Channels including Disney Junior, will be vetted to ensure it is age and family-appropriate and conforms to both local guidelines and relevant international guidelines such as BCAP and CAPCODE, as well as our own internal guidelines.
In June this year MultiChoice and Disney were fined R5 000 by the Broadcasting Complaints Commission of South Africa (BCCSA) for showing a horror promo to young children without the proper age restriction.
The BCCSA in its judgment said that the rights of parents and caregivers of smaller children have been violated by Disney and MultiChoice and that parents and caregivers have the right to be informed about the nature of material to which their children are exposed to on television.
http://www.channel24.co.za
Most recent headlines
04/08/2024
Dalet, a leading technology and service provider for media-rich organizations, is excited to announce Santiago Solanas as its new Chief Executive Officer (CEO)....
03/06/2024
Dalet, a leading technology and service provider for media-rich organizations, a...
28/04/2024
Mediahaus delivers the first SRT live-streaming sports production over 5G with U...
27/04/2024
On April 26, L3Harris Chair and CEO Christopher E. Kubasik joined CNBC's Mor...
27/04/2024
PORTLAND, Oregon Audinate Group Limited, the developer of the Dante AV-over-IP solution, announced significant new additions to Dante Connect, its cloud-based D...
27/04/2024
TORONTO Bell Media has launched 10 English and French-language FAST channels featuring entertainment, factual, news, and sports programming. The new free stream...
27/04/2024
An extensive new analysis of the news segments in the broadcast evening news programs of ABC, CBS, NBC and PBS has found that broadcasters devoted most of their...
27/04/2024
GERMANTOWN, Md. EchoStar's Hughes Network Systems has opened a new manufacturing facility and private 5G incubation center in Germantown, Maryland....
27/04/2024
Harry Pappas, one of three brothers who founded Pappas Telecasting Companies in 1971, died April 24. He was 78 years old....
27/04/2024
ATLANTA and LONDON Mexican telecommunications and broadcast company Televisa has selected Synamedia for an overhaul of its broadcast distribution....
27/04/2024
Participate in the Survey - The Impact of AI on Media and the Creative Industry
Pascal Wagner April 26, 2024
0 Comments
By participating in this surve...
27/04/2024
SDVI Rally Access Workstation Earns Two Top Awards at 2024 NAB Show
Brie Clayton April 26, 2024
0 Comments
SDVI, the leading platform provider for clo...
27/04/2024
Berklee's Music and Health Institute Launches Community Health Musician Cert...
27/04/2024
Charter Communications reported higher first-quarter profits despite continued cord-cutting and competition for broadband customers....
27/04/2024
Two environmentally-focused groups are partnering to engage the unscripted TV world in finding better ways to address climate change. Reality of Change is an ec...
27/04/2024
Sarah Garcia has been promoted to weekend anchor at KTLM McAllen, Texas, known as Telemundo 40. Starting April 27, she will anchor Noticias Telemundo 40 weekend...
27/04/2024
CBS Sports said it launched a new 24-hour free, ad supported streaming television (FAST) channel devoted to the UEFA Champions League....
27/04/2024
Comcast chairman and CEO Brian Roberts received $35.4 million in compensation in 2023, up 11% from the previous year, according to a proxy statement filed by th...
27/04/2024
Art Happens Here With John Lithgow, which sees the actor study dance, ceramics, silk-screen printing and vocal jazz with students in Los Angeles, debuts on PBS ...
27/04/2024
Remember Leave It to Beaver? Bewitched? Dragnet? When cable ratings were rising?...
27/04/2024
Next up for the weekend binge at Catchy Comedy is Gomer Pyle, U.S.M.C. Every weekend, Catchy Comedy features The Catchy Binge, a marathon of a classic sitcom....
26/04/2024
Sundance Film Festival CDMX 2024 kicks-off today with screenings in 5 theaters in Mexico City and the opening-night film, FRIDA, directed by Carla Guti rrez...
26/04/2024
[Editor's Note: This interview is part of a larger feature about the women d...
26/04/2024
Once again this year, SGL Carbon opened its doors to interested children and young people. On the occasion of the German Girls and Boys Day, which took place on...
26/04/2024
Orders1 of $5.5 billion; book-to-bill of 1.06x
Revenue of $5.2 billion, up 17%,...
26/04/2024
Five Considerations For Communications Modernization In The 21st Century
In the digital-enabled battlespace, the Joint Force needs to shoot, move and communica...
26/04/2024
CBS Sports has launched Champions League as a new, 24-hour streaming channel that will serve as the year-round destination for nonstop highlights of the UEFA ...
26/04/2024
Despite tough competition in the streaming space, Roku reported solid results in Q1 2024, beating revenue expectations, with total net revenue up 19% YoY to $88...
26/04/2024
LONDON AND TORONTO Pinewood Toronto Studios has appointed Sarah Farrell as general manager of the Studios in downtown Toronto....
26/04/2024
Quantum to Offer Advanced Filesharing Technology and Performance in StorNext and...
26/04/2024
FilmLight Colour Awards welcomes 2024 entries and introduces new Emerging Talen...
26/04/2024
Picture Shop Announces Chris Evans as Head of Unscripted
Brie Clayton April 26, 2024
0 Comments
Picture Shop announced Chris Evans will lead Unscripte...
26/04/2024
Participate in a Survey - The Impact of AI on Media and the Creative Industry
Pascal Wagner April 26, 2024
0 Comments
By participating in this survey,...
26/04/2024
Toy maker Mattel said it is working with Samsung to launch its first free ad-supported streaming television (FAST) channels later this year....
26/04/2024
Trusted Media Brands (TMB) said it named Marty Moe as president....
26/04/2024
Ron Howard is the director on Jim Henson Idea Man, a documentary that premieres on Disney Plus May 31. Henson of course created Kermit the Frog, Miss Piggy, Big...
26/04/2024
The ice continues to melt under the regional sports network business as the Seattle Kraken of the National Hockey League have made a long-term deal to broadcast...
26/04/2024
Heading into the upfronts, Warner Bros. Discovery said it launched Olli, a first-party data platform advertiser can use for converged, targeted advertising camp...
26/04/2024
CBS has renewed the drama The Equalizer, which will see season five on in 2024-2025. Queen Latifah stars....
26/04/2024
The CW has entered into an exclusive multiyear broadcast partnership for the Miss USA Pageant and the Miss Teen USA Pageant. The 73rd Miss USA Pageant will air ...
26/04/2024
Fuse Media isn't mincing words in a campaign urging its young viewers to register and participate in the 2024 elections....
26/04/2024
Dead Boy Detectives, a series from Neil Gaiman about a detective agency staffed by ghosts, debuts on Netflix April 25. George Rexstrew and Jayden Revri are in t...
26/04/2024
The Story Collective has gradually repurposed the former Mortlake Brewery to include production offices, workshops and sound stages
By Matthew Corrigan
Publi...
26/04/2024
Perkett joins the company following a 25 year career in product management, product marketing, engineering and user experience (UX) across multiple industries
...
26/04/2024
Teradek, the industry leader in wireless video transmitters and receivers, announced today the launch of new Bolt 6 LT 750 and Bolt 6 Monitor Module 750 RX with...
26/04/2024
NEW YORK Amagi has appointed Richard Perkett chief product officer (CPO)....
26/04/2024
WASHINGTON, D.C. The National Association of Broadcasters (NAB) has announced the results of the 2024 NAB Radio and Television Board of Directors elections. The...
26/04/2024
EL SEGUNDO, Calif. & NEW YORK Mattel has announced a deal to launch its first three 24/7 free ad supported streaming (FAST) channels on Samsung TV Plus, Samsung...
26/04/2024
PORTLAND, Maine Viewers here can now receive the NextGen TV signals of five local stations with the launch of ATSC 3.0 service from host station WPFO, which is ...
The Walt Disney Company in South Africa explains why the Mouse House will be targeting small children as young as 4 watching Disneys TV channels on DStv with commercial advertising. by Thinus Ferreira
