After remaining advertising free since Disney Channels’ launch in Southeast Asia thirteen years ago, some saw the decision to carry ads as an admission that channels cannot survive on affiliate revenue alone in the region. Disney Channels Southeast Asia’s vice president and managing director Laura E Wendt says the general reaction has been to ask why the channel didn’t carry advertising sooner. “There was a time when it didn’t even occur to us to carry advertising. Our thirteen years in the region have been spent helping the market to grow, helping the Disney brand to grow – both on– and off–air,” says Wendt. The company appointed StarHub in Singapore and SkyCable in the Philippines as their local advertising sales representatives. At the time, Wendt said, “After expanding our distribution and creating Disney Channel franchises that kids love and enjoy, our move to advertising gives brands in both Singapore and the Philippines a local touch point and an association with our popular properties such as ‘Hannah Montana’ and ‘Wizards of Waverly Place.’” “We’ve had trade events, training courses regarding the schedule, put together joint materials and there is ongoing dialogue. We went to market together,” she explained. SkyCable’s head of program packaging and merchandizing Jaja C. Suarez said, “Disney Channel is well–loved by Filipino families and making commercial airtime available to advertisers in the Philippines is an opportunity to be associated with a beloved brand.” Commented Germaine Ng Ferguson, assistant general manager of StarHub’s Ad Sales, “StarHub and Disney Channels Southeast Asia have had a strong and fruitful partnership over the years such as our joint initiative on the ‘My School Rocks’ inter–school competition. Hence, it is a great honour for us to become the only airtime media representative in Singapore for such an internationally–recognised, well– beloved brand name. Disney Channel is a powerful presence in children’s programming, and we are delighted to now offer advertisers in Singapore a powerful new pay–TV platform to complement their integrated communication channels targeted at families and kids.” Wendt said that the decision to carry advertising was also influenced by advancement in Q–tone technology. “We had previously run sponsored (off–air) events, so we already had strong relationships with advertisers. We needed to make sure the technology was with us.” Advertising on Disney Channel is through locally inserted, Q–tone triggered spot placement. Asked the nature of the deals, Wendt said that there would be per four ad insertions per hour – but that deals vary by contract. “We can run pan–regional promos, but local ad insertions happens at the headend here (Loyang, Singapore).” She said the regulations governing advertising on children’s channels vary by market, and Disney has its own regulations such as no host– selling (ie show–related products cannot be advertising in the breaks during that show.) “We do accept food and beverage advertising, but run checks on their claims – for example how healthy they claim to be.” Television Asia Plus asked, given that being an ad–free or premium channel is a factor in negotiations with affiliates regarding carriage fees, has Disney’s decision to go ad– supported had any effect on their carriage agreements with StarHub and Sky Cable? “We have had such long– standing relationships with these partners for so long, advertisers and affiliates have seen us become such an integral part of these platforms. We are in a position of strength with the consumer, in terms of the viewers and affiliate support we offer. We looked very carefully before deciding to do this, to ensure it would make good sense for all concerned.”