Disney Channel Signs McDonald's
By Jim Forkan -- Multichannel News, 2/25/2002 7:45:00 AM MT
McDonald's Corp. has become Disney Channel's first corporate sponsor for its 'Playhouse Disney' preschool programming block, effective Monday.
McDonald's will run 15-second commercial messages at the start or end of select programs within that daily block, a la PBS, ABC Cable Networks Group and Disney Channel Worldwide president Anne Sweeney said in a prepared statement.
These messages will help to reinforce Playhouse Disney's on-air initiative, 'Where Learning Is Powered by Imagination,' the companies said.
Playhouse Disney -- which airs weekdays from 6 a.m. to 2 p.m. and on weekends from 6 a.m. to 11 a.m. -- includes such shows as Bear in the Big Blue House, Rolie Polie Olie, PB&J Otter and The Book of Pooh.
McDonald's vice president of marketing Peter Sterling said, 'As partners in a 10-year exclusive business alliance, it's very fitting for us to become Disney Channel's first on-air sponsor for Playhouse Disney.'
Sweeney added, 'This is an important milestone in Disney Channel's evolution from a premium service to a widely distributed basic-cable network.'
A few years ago, Disney Channel had signed Target Corp. and Eastman Kodak Co. as 'presenting sponsors' in primetime.
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