Disney Promo a Winner A-Z

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ABC Cable Networks Group announced Wednesday that Disney Channel's first
major affiliate promotion, 'Playhouse Disney A-Z,' set to run Sept. 16
through Oct. 11, is already a success.

The programming stunt centers on 26 episodes of that network's Stanley
series across 26 days, featuring a different animal for each letter of the
alphabet.

The local ad-sales promotion has generated $1 million in revenues for Disney
Channel affiliates, with the company noting that 70 percent of those buys
brought in incremental dollars.

The marketing facet drew participation from affiliates reaching nearly 54
million subscribers -- more than the longer-running ABC Family '25 Days of
Christmas' and VH1's Divas and just behind the 56 million subscribers in
ABC Family's '13 Days of Halloween' -- ABC Cable estimated.

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