Viacom: October 2010 Archives

So, it was announced today that Playhouse Disney will become Disney Junior.  The folks at Disney Corporate must have put in quite a bit of overtime on that one. 

It's a stroke of brilliance really -  just as I thought it was brilliant when Viacom changed Noggin to Nick Jr. last year!

Bravo to Disney's Brand Consultants who, most likely, put in extremely long hours and probably weren't cheap.  

I can imagine conference calls, late night food deliveries and logo designs on several other names like Disney Tots, Disney Ragamuffins, ToddlerDisney, Disney 2-7 (or 'The D27!')... before finally reaching the stroke of genius that is Disney Junior. 

And I'm sure it was a tense few days before Bob Iger finally signed off on it.  During the presentation, he probably said things like "Disney Junior?  Really?  Isn't Junior a term for boys?  Nickelodeon did it?  OK, go ahead."  And that was that.  Disney Junior will launch in 2012!

Being a parent of a five year old, I am not cynical about children's programming and appreciate the big media companies producing so much content that distracts my child long enough so I can take a five minute break to go to the bathroom (including my own parent company Manka Bros. and our Manka Kids brand - Manka Junior anyone?).

I just think with all the millions of dollars being thrown around at media companies on Brand Management, it's nice to know that all anyone needs to do to brand something for toddlers it to put the word "Junior" behind it.   Clorox Junior, Coke Junior (with 40% less sugar), 1976 Chateau Lafite Rothschild Junior (for French children)...

Maybe I'll launch OnMedea Junior for toddlers who want to read scandalous corporate media stories about "Dora the Explorer".

Jill Kennedy - OnMedea

Seriously?  Is this the guy you want to work for?  Ugh.  

Oh, well... It's just a shame. 

Tony, you have a reputation for being one of the good guys in Hollywood and you're going to work for Ben Silverman? 

Come on, man! 

I'm on-board with you wanting to leave MTV and get back to your real passion - being a content producer. 

I'm on-board with the company name - DiGa.  Di (Santo) and Ga (for partner Liz Gately).  DiGa.  I'm sure there is also some foreign word that it translates to that gives it another dimension.

What I'm not on-board with is you partnering with Electus. 

Every studio in town would most likely want to make a deal with you guys and now you're stuck going to Holiday parties with Ben Silverman and Ricky Van Veen? 

You're better than that, Tony!

Now, most people who read this blog regularly know that I haven't been too kind to Mr. Silverman over the past year or so (several examples are listed below)...

Example A; Example B; Example C; Example D; Example E; Example F; Example G; Example H; Example I; Example J; Example K; Example L; Example M; Example N

... but, Tony, you're being way too nice here.  You're actually giving Ben a hint of credibility.  Credibility that he doesn't deserve. 

However, maybe it's not over. 

Perhaps something can be done to stop it... something like Howard Beale in "Network" screaming to "Stop the CCA Deal now!" (fyi, the fictional Saudi Arabian deal with CCA - the parent company of fictional TV network UBS).

If enough people actually care, we could mobilize and march on Electus Headquarters (which I believe is the Wynn Resort Las Vegas) screaming over and over:  STOP THE DIGA / ELECTUS DEAL NOW!  STOP THE DIGA / ELECTUS DEAL NOW! 

Ah, nevermind.  Good luck, Tony. 

Jill Kennedy - OnMedea