Jetix France will be the first channel in Europe to change its identity to Disney XD. With Disney now in full control of the Jetix portfolio of European channels, the company has decided to apply the Disney branding.
Disney XD is already in use in the US (see Broadband TV News passim) and a move to replace the Jetix brand in Europe was expected.
The move constitutes the second major re-branding exercise for the channel, which originally started life as Fox Kids. Disney bought a 73% interest in the European operations in 2001. Disney XD will debut on April 1 in France and we can expect similar announcements for the other territories.
In France Disney currently has the following channels Playhouse Disney, Disney Channel, Disney Channel+1, Disney Cinemagic, Disney Cinemagic+1 and Disney Cinemagic HD.
In the US, the new brand is “aimed at boys ages 6-14 and features content focusing on the themes of adventure, accomplishment, gaming, music and sports.” Disney XD is a multi-platform concept that draws on a number of Disney properties, such as Disney Channels Worldwide, ABC Cable Networks Group, Disney Online and ESPN.
The accompanying website, DisneyXD.com, is ad-supported and features games, videos and a social network. The US network replaces the former Toon Disney channel.