This article originally appeared in the September 6, 2007 issue of **The Stage**
_Rob Gilby, managing director of Disney Channel UK, reveals how the company is responding to the enthusiastic High School Musical audience in Britain_
Our marketing of the films has been driven by the sense of ownership the kids have. They’re demanding it on their desktop, on their mobile phone, as a CD and T-shirt. The ultimate example in the UK is more than 300 amateur productions that have been licensed to schools and amateur groups, where they can not only own a piece of the fun, they can be in it. I wish something like that was around when I was a kid.
High School Musical has really woken the audience to what the Disney Channel has been doing for a number of years with our live action comedy series and our original movies. The funny thing is that High School Musical was the 61st made for TV movie Disney Channel has done.
Our competitors are only just getting into the TV movie market now, but we’ve been doing it for a long time. And all our live action comedies are rating so well, we’re having the best summer we’ve ever had. British kids relate to the humour, the circumstances the kids on screen are put in, the way it captures their values and their lifestyle.
But kids in the UK do get a fantastic choice. There are 25 children’s channels, and a very strong public service broadcaster in the BBC, and that means there’s an opportunity to ask if we’re providing a diversity of choice. We take our responsibility really seriously.
As well as the fantastic programming we’re making on a global basis, we’re making local shows, including a short form show called As the Bell Rings, which has been rating very well. We’re doing our part to contribute towards that, and other players are doing their bit, too. But there is a perception that the industry is facing a number of challenges. The recent changes on junk food advertising haven’t affected us because we’re a subscription service, carried on Sky, Virgin and Tiscali. And while Freeview is the fastest growing service, once people sample the range of channels available they’re saying, ‘I want a little bit more’, and moving to platforms that give them our kids’ channels. We moved to the basic pay TV packages last spring, and that brought us to a much larger audience too.
High School Musical 3 will be going into cinemas first, which is the biggest compliment we could get. The first TV movie was big, and the second one is even bigger, and now they want to make a motion picture release. I’m really happy. It’s still going to be a Disney movie, we’re still going to act as partners. The schedule it’ll be appearing on the channel won’t be on the same timescale, but it’s fantastic news for the cast, the producers and for Disney as a whole.
Last night I was talking to Lucas Grabeel, and he’s really excited because as well as these movies and the others he’s made with us, he’s got other ideas he wants to pitch to us. He’s actually enjoying the ability to explore several parts of his skill set across different parts of the company. And the company is terribly supportive in asking him, ‘How else can we work with you?’. It’s a throwback to the old Hollywood model, I guess.
High School Musical proves there are opportunities for the audience to engage with our programming through many different media. Last week, we started selling shows through iTunes. It won’t undermine the channel, it complements it. Giving people a choice of where, when and how they access our programming is an important part of our brand. If they want it on their iPod, we’re going to give it to them.
_Rob Gilby was talking to Scott Matthewman_