Disney web's image ignites subscriber surge
That was the "overwhelming" reason givenyesterday by John F. Cooke, president of the 10-year-old pay cabler, who asserted that numbers would well exceed its 7 ,080,000 base if cable operators were to lower their prices.
The average retail price for the Disney Channel now is almost $ 9, stated Cooke, and should only be in the $ 5-$ 7 range. "That makes an enormous difference to consumers who have to buy through basic to get to pay.
The increase for 1992 marked the third straight year, according to the network, that it has increased more than the combined tally of the other premium services, and a 13% increase from 1991's subscriber total. Subscriptions were up 633,000 in 1991.
Research conducted in 1985 showed that one out of 10 of Disney's subscribers considered the Disney Channel a service for all members of the household. That number has grown to nine out of 10, per Cooke. In fact, the company says 31% of the cabler's subscribers do not have children under 13.
Cooke called Disney the only pay service to program to "the segment we expect to be in front of the set." That includes preschoolers in the morning, preteens and teens in the afternoon, families from 6-9 p.m. and heads of households after 9 p.m.
Cooke pointed to the increase of original programming, including miniseries such as the upcoming "Heidi" starring Jason Robards and the premiere film "The Ernest Green Story," in addition to concert specials that have featured Billy Joel, Paula Abdul, Harry Connick Jr. and the upcoming "Tina Turner: Going Home," which debuts March 28.
"Consumers really view us as distinct and unique," asserted Cooke. "There's no blurring, no feeling that Disney is just another pay service."
Cabler yesterday said in 1994 it will premiere a two-hour movie, "The Andersonville Trial," a Civil War-era story of a Confederate officer who commanded a prison camp where 1,400 Union prisoners died and later was convicted of murder. Also upcoming is the previously mentioned "Generations," a 10-hour series tracing the true story of a Kentucky family from Revolutionary War times through World War II.
To celebrate its 10th anni, Disney Channel is conducting a cross-country tour to promote literacy at libraries in 12 cities, beginning April 18 at the site of the new Los Angeles Public Library's Central Library.
