Disney UK Opens Door To Local Production

PREMIUM: Disney Channels UK is kicking off a new production strategy this year with an eye to building more local content with international potential, according to Boel Ferguson, general manager.

Disney Channels UK has already dipped into local production in the U.K., but is now asking British companies to come forward with proposals for programming to air on Disney Channel, Playhouse Disney and Disney XD in 2011. “For the first time, we are inviting tenders from U.K. independents for new multiplatform programming,” said Ferguson.

In 2010 Disney’s channels showed 360 hours of new content, including 850 new episodes and premiered over 50 series and movies. Ferguson said the aim is to use local production to “extend the franchise” of made-in-U.S. Disney content with local versions.

Preschool channel Playhouse Disney, aimed at kids aged 2 to 7 with a core age group of 3-5, will become Disney Junior as of May 7. A marketing campaign kicks off in March and will last for six months.

The channel will start a new series of Jake & The Never Land Pirates in April. New episodes are also due in the spring of Imagination Movers, Handy Manny and Mickey Mouse Clubhouse.

The preschool channel’s series Jungle Junction was created in the U.K. with Spider Eye Productions. The CG-animated show was nominated for a BAFTA prize in 2010. A new series starts in the summer. Jungle to Jungle has been distributed worldwide by Disney to 149 countries.

The rebranding of Playhouse Disney will be the second relaunch by Disney in the U.K. in two years. Disney XD, aimed at boys 6-14, bowed in August 2009, replacing Jetix (which replaced Fox Kids in 2005).

Disney HD’s main local production is a soccer entertainment show called Back of the Net, featuring input from the Premier League Schools Tournament. The show was created from scratch in the U.K., produced with Sassy Films. Ferguson said there is strong interest in sports-themed content because “boys have sports in their DNA.”

Disney Channel, aimed primarily at girls 6-14, has a local show called Get the Look, offering fashion tips for girls. It is made in the U.K. with Maverick, the production company responsible for the popular grown-up fashion shows fronted by Gok Wan, such as Gok’s Fashion Fix on Channel 4. New episodes of Get the Look start this spring. Disney Channel’s talent competition show My Camp Rock, based on the U.S. movie Camp Rock, is made in the U.K. with Unique Television.

Disney is also using British talent in the U.S. On January 28 the Disney Cinemagic HD channel in the U.K. premiered the new movie Avalon High, with young British actor Gregg Sulkin from hit Disney Channel series Wizards of Waverly Place.

Meanwhile, Disney remains open to finding programming wherever it is available for its three core children’s channels, according to Jonathan Boseley, VP of programming and production at Disney Channels UK & Ireland. That even includes second-run content from the U.K. Disney Channel probably has a bit less room for acquisitions than the others.