Disney Channel Target Market

The target market for the film segment of the industry is any person in the masses. Due to extremely high production costs, the film media depends on a high return on investment (ROI) to become a success. When a film is released and the money that went into production earned back, but the film does not reach its expected ROI after it hits the market: it will be deemed a relative product failure. If a film makes less revenue than the initial investment, it is an absolute product failure and the production company will have to depend on the success of other films to make up for their loss. Unlike films themselves, which are marketed on an individual scale, the film segment is a whole market that is available for anyone to reach into. Films are tailored to the cultural tastes of the audience. Over time there has been a shift in these trends.

Unlike film, television is not a make or break investment. Typically, producers pitch show ideas to networks that are targeted toward that particular demographic. For example, producers pitched the show concept such as Hannah Montana to Disney Channel. Their concept included an average teenage girl in an everyday life setting, but lead a double life as a pop star at night. This show was perfect for the Disney Channel because it reached their target audience of young girls, ages 8-12. Once this pitch is made, it is usually followed by a pilot episode that gives an audience the chance to see if the show piques their interest. If it does not, the show does not get put on