Golden Arches to Become First-Ever Sponsor of Playhouse Disney Programming Block

Disney Channel and McDonald's Form New Television Partnership
Golden Arches to Become First-Ever Sponsor of Playhouse Disney Programming Block

McDonald's has become Disney Channel's first corporate sponsor for a programming block under the terms of a new agreement between the cable network and the world's leading foodservice retailer. McDonald's sponsorship messages will appear during Disney Channel's Playhouse Disney, a daily block of learning-based, preschooler-oriented programming. The announcement was made today by Anne Sweeney, President, ABC Cable Networks Group and Disney Channel Worldwide.

At the beginning or end of select programs during the Playhouse Disney block, Disney Channel will air McDonald's 15-second messages in accordance with PBS style guidelines. The messages will begin airing today and help reinforce Playhouse Disney's on-air initiative, "Where Learning is Powered by Imagination." They will all feature song and dance, staples of Playhouse Disney programming.

"This is an important milestone in Disney Channel's evolution from a premium service to a widely-distributed, basic cable network," said Sweeney. She continued, "With our broad reach and popular programming, there's tremendous value in sponsorships, and we're pleased that McDonald's recognizes that value."

"As partners in a 10-year exclusive global business alliance, it's very fitting for us to become Disney Channel's first on-air sponsor for Playhouse Disney," said Peter Sterling, Vice President, McDonald's Marketing. "We are pleased to support the strong, positive programming for children offered by Disney Channel."

Rich Ross, President, Entertainment, Disney Channel, said, "We're very proud to have McDonald's as our first sponsor and are so pleased that this business leader recognizes and supports the value of our Playhouse Disney programming, its positive messages and its celebration of learning."

Playhouse Disney features Disney-quality entertainment that delights and encourages kids to learn through fun, imaginative and creative play. Aimed at children age 2 to 5, Playhouse Disney airs weekdays (6:00 a.m.-2:00 p.m., ET/PT) and weekends (6:00-11:00 a.m., ET/PT). It showcases new, original characters and classic Disney favorites and provides opportunities for co-viewing with parents, grandparents and caregivers in the home. Core Playhouse Disney shows are the hit animated series "Stanley;" "The Book of Pooh;" the multi-Emmy Award-winning "Bear in the Big Blue House," from Jim Henson Television; Emmy and Parents' Choice Award-winning "Rolie Polie Olie;" "Disney's PB&J Otter;" and "Out of the Box."

--Posted February 25, 2002

Source: ABC Cable Networks Group / McDonald's Corporation Press Release