In 2004, Kahn plans to focus on what he sees is an underserved demographic in the Saturday morning arena. “Most people seem to have taken a boys’ action, or a neuter position. It’s obvious our business is not only entertainment but merchandising as well, and we think there’s a real void in what’s available for girls. It’s an area where there’s a lack of product in the U.S. We’re going to be adding a couple of those types of shows to the FOX BOX in 04.”

Kahn’s hopes to focus on a pair of intriguingly titled shows, Winx Club (set for a springtime premiere) and Hollywood Mew Mew to follow later in the year. The imported and localized shows (Hollywood Mew Mew was originally Tokyo Mew Mew) are intended to attract both genders by empowering girls while giving boys cute babes and plenty of action to look at. “Even though the shows have girl-skewed merchandising opportunities, we certainly believe boys will watch them as well,” says Kahn. “I think if it’s an action adventure show you’re okay. Xena had a large male audience, and look at PowerPuff Girls, boys watch that as well. The girls in Mew Mew [coffee house waitresses by day, animal eared- and tailed-crimefighters by night] are tough. There’s a lot of action and there are guy characters in these shows as well. We think that will work for us to build our girls comp, which currently is much lower than our boys comp.”

Older franchises, like Teenage Mutant Ninja Turtles, found new life in 2003. © 4Kids Entertainment.

Now that he’s out to win the girls’ audience via anime, has Kahn given thought to importing some of the genre’s more challenging, older-skewing series for a different – or new – programming outlet? “It’s interesting, network TV is always complaining about the loss of their 18- to 35-year-old males. It was a big story a couple of months ago with the Nielsens; all the networks were very hard pressed. If you look at the anime ratings, even the stuff on Saturday morning, you will find that primetime ratings don’t do any better than us, even with our much smaller base. All of which suggests that much older boys will watch anime.

“I believe anime products that are much more aggressive and sensual are going to become more available in the appropriate timeslots. Certainly we, as a company, are looking at how we can expand our programming opportunities in order to do different things at different times.”

At the beginning of 2003, Disney split its TV Animation division into two separate entities. The portion responsible for producing sequels to the company’s animated theatrical features and its direct-to-video originals was renamed DisneyToon Studios and became part of the company’s feature film division, while the units that actually create series for ABC Kids and the Disney Channel (along with the occasional theatrical release based on a series, like the recently premiered Teacher’s Pet) joined the ‘ABC Cable Networks Group.’

It might seem hard to believe, but Disney’s TV Animation division now has a 19-year track record (beginning with 1984’s Gummie Bears and Wuzzles shows) and will celebrate its 20th birthday in November 2004. For the last 10 of those years its president has been Barry Blumberg, and he sees nothing but advantages in his division’s reorganization.

“2003 was a fantastic year for us. We were very excited to become part of the Cable Networks Group and work for Anne Sweeney [the group’s president]. To be really connected to our programming department’s wants and needs is a great way for things to be.

Kim Possible brings a bit of girl power to Disney’s lineup. © Disney Television Animation.

“We had a great year on the TV side with Kim Possible and the debut of the Lilo & Stitch series. Before that we had a terrific film in August with Stitch! The Movie.

Has Disney already conquered the female kid demographic that Kahn has his eyes on? “We’re trying to target kids of all ages while aiming squarely in the middle of the 6-14 demographic. The channel’s obviously had fantastic success with shows like That’s So Raven and Lizzie McGuire that attract a more teenage girl demographic, but we try to have as broad an audience as possible. If anything, we aim more at the boys’ side because we already have the girls and we want it to be even broader than it is now.”

Disney Channel and Kids ABC have a relationship similar to Cartoon Network and Kids’ WB! However, where the playoff pattern goes both ways at the Time-Warner channels, the Disney shows as of late tend to premiere on the Disney Channel and move to broadcast for their second window. “Now that the Disney Channel is in over 80 million households, it’s a great place to premiere,” notes Blumberg. And again like the competition, Disney has Toon Disney as a potential third window for its new series, should that outlet’s distribution increase from its current 40 million households. (The recently-acquired-from-FOX ABC Family programs its morning kids’ block from its pre-existing inventory and carries nothing from the Disney library.)