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TMCNet: DISNEY CHANNEL: Disney Channel signs major on air sponsorship deal with Woolworths

[February 19, 2008]

DISNEY CHANNEL: Disney Channel signs major on air sponsorship deal with Woolworths

(M2 PressWIRE Via Thomson Dialog NewsEdge)
RDATE:19022008

London -- Disney Channel, the UK's leading children's television
channel, has signed a major on-air sponsorship deal with high street
favourite Woolworths.

The retailer will becomea key partner for My School Musical, a major
new talent contest for viewers, based on the global phenomenon, High
School Musical.

The 3 month nationwide campaign includes branding of all on and off air
promotion for the competition, which will challenge fans to show off
their High School Musical talents. Woolworths will also create
dedicated sponsorship bumpers for all related programming on Disney
Channel including 18 weekly shows highlighting the best entries, and a
grand finale revealing the winner to the nation.

As part of the deal, Woolworths will be promoting the competition
in-store with banners directing customers to "Go and Vote" and point of
sale activity featuring a cross category selection of High School
Musical products. The activity will run from the beginning of February
to 25th April.

Anna Hill, Marketing Director, Disney Channels UK & Emerging Markets
comments: "Disney Channel is the home of High School Musical and this
sponsorship offers Woolworths agreat opportunity to continue tapping
into the phenomenon and talk to their audience via the channel. From
Disney Channel's perspective, as Woolworths offers such a broad range
of High School Musical merchandise and entertainment the partnership
also offers a great opportunity to support the franchise. "

Jim Batchelor, Commercial Director, Woolworths adds: "We are pleased
to be working closely with the Disney Channel on this campaign, as our
customers have seen us as a destination for High School Musical
products from the beginning, and this deal will really cement our
position."

My School Musical will see Disney Channel scour the UK for new fresh
talent in three categories - "singing", "dancing" and "performance" -
all with a High School Musical twist. Budding stars will be encouraged
to send in short clips of their unique talents to
myschoolmusical.co.uk, a dedicated microsite on disneychannel.co.uk,
where the best will be uploaded ready for Disney Channel users to view
and vote. The winners will be revealed in a grand finale show on 25th
April.

The talent contest will be fronted by two of the channel's rising UK
stars, Brad Kavanagh from As the Bell Rings and Samantha Dorrance
winner of last year's High School Musical: You're the Star. The
channel selected the pair to share their different experiences of
finding fame to encourage wannabe stars to enter in a special weekly
Friday night show at 5.55pm on the channel.

At myschoolmusical.co.uk families will be able access information on
the talent show which will feature information on how to enter, clips
of the top three rated entries, weekly finalists as well as
downloadable content. Woolworth's main home page will include a banner
and link to feature pages at key milestones throughout the competition.

My School Musical builds on the success of Disney Channel's High School
Musical: You're the Star talent contest, which ran over the summer of
2007. Thousands of young hopefuls sent in videos of themselves singing,
dancing and even beat boxing to catchy High School Musical songs.
Samantha Dorrance was crowned the winner in September 2007 and went on
to record her debut music video in association with Disney Channel.

CONTACT: Joss Hastings, Disney Channel
Tel: +44 (0)208 636 4544/ 2054
e-mail: joss.hastings@disney.com
Charlotte Scott, Disney Channel
e-mail: charlotte.scott@disney.com

((M2 Communications Ltd disclaims all liability for information
provided within M2 PressWIRE. Data supplied by named party/parties.
Further information on M2 PressWIRE can be obtained at
http://www.presswire.net on the world wide web. Inquiries to
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Copyright ? 2008 M2 Communications Ltd.

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