Intergrated Marketing Communication (16)

Disney Channel receives a lot of publicity through the fame of their actors. Celebrities, such as Miley Cyrus, Britney Spears, Demi Lovato, and Selena Gomez, are constantly in the spotlight and tabloids. As Disney Channel's target audience is children and "tweens" from ages 2 to 15 years old, there is a lot of pressure on the public portrayal of Disney Channel's actors in order to be a good role model influence their fans. There has been scandals that shook Disney Channel's image. In 2007 and 2009, nude pictures of Vanessa Hudgens, actress of High School Musical 1, 2, and 3, surfaced the on internet. Although there were rumors that she would be pulled from the production of High School Musical 3, Vanessa Hudgens released a statement apologizing and remained in contract with Disney.

Disney Channel Advertisement

Co-Branding

Disney Channel has teamed up with Dance Dance Revolution to create a special edition Disney Channel game for the PlayStation 2. In Dance Dance Revolution, the player will dance along to musical tunes from Disney Channel's hit movies and shows such as High School Musical, Hannah Montana, and Cheetah Girls.

Disney Channel is Number 1

Disney Channel has ranked #1 for 22 weeks straight for the age range 9 to 14 years old. It is also #1 with ranges 6 to 11 years old and 2 to 5 year old.

http://www.rbr.com/tv-cable/tv-cable_ratings/week-8-disney-channel-hangs-onto-no-1-with-tween-9-14.html

The Disney Channel Helps for a Cause

The Disney Channel will help Tropical Shave Ice Truck with their Drive Out Hunger event in order to raise awareness of the hunger crisis in Orange County. Some Disney Channel stars will participate in the event including Doug Brochu, Rachael Bell, John and Steven French. They will help by taking pictures and autographs in return for food donations.

http://saturdaynightfoodies.com/2010/11/08/special-celebrity-edition-oc-dindin-a-gogo-for-drive-out-hunger/

Sonny with No Chance for Jonas

After rumors that "Sonny with a Chance" would be canceled, it was announced a change of format similar to the Halloween special called So Random!. This allows more skits and guest stars to appear, giving Demi Lovato extra time for recovery. Filming for the next season will begin January 2011.

Also, The Disney Channel has canceled "JONAS L.A", a sitcom featuring Jonas Brothers, after its second season.

Product Concepts (10)

The Disney Channel is a product that provides entertainment through television shows and movies. As a products itself, it also allows other products to be promoted. Each television show has its promotional products, such as dolls, school supplies, and clothing. Also, through the rise and fame of most of its actors like Miley Cyrus, Selena Gomez, and Demi Lovato, the Disney Channel uses their image to pull more consumers in.

Demi Lovato Enter Rehab

Demi Lovato, actress in Disney Channel's Sonny with a Chance and Camp Rock 1 and 2, was entered into rehab November 1, 2010. Demi Lovato's representatives say her admittance was due to "emotional and physical issues." It is rumored that she is being treated for an eating disorder and cutting that she developed at an earlier age due to bullying in school.

Sales Promotion and Personal Selling (18)

Dream It, Play IT, Rock It, Sweepstakes

http://disney.go.com/partners/rockit/

The Disney Channel has promoted contests such as Dream It, Play IT, Rock It, Sweepstakes in order to promote its television show, Hannah Montana. Winners received items such as a Limited Edition Hannah Montana PSP Entertainment Pack signed by Miley Cyrus the actress who plays the lead role.