Television

Disney Online's interactive promo campaign supports ABC's fall TV line-up

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 Disney Online has announced the launch of an interactive promotion designed to generate 90 million impressions for the ABC Network's fall television line-up

(http://www.disney.com/abc ).

The campaign provides television buffs with sneak peaks and behind-the-scenes information about ABC shows and centres around Mushu, a character from Disney's animated film Mulan, who plays the role of a gossip columnist.

The campaign includes: # Mushu's Dish - A weekly e-mail newsletter series for families in which Mushu uncovers insider secrets and divulges undisclosed facts about the fall programming. Each newsletter will provide a clue, which when combined will allow recipients to enter the "Trip Thru TV Challenge."

# A Trip Thru TV Challenge - Using the clues provided by Mushu, participants can try to solve ABC's Prime Time Puzzle. Those who complete the challenge are entered for a chance to win an all-expense paid vacation to California. The winner, along with his/her family (up to four guests), will spend four days and three nights touring The Walt Disney Studios and vacationing at the Disneyland Resort.

They will also receive a once-in-a-lifetime opportunity to appear in a special segment of "The Wonderful World of Disney." The challenge runs through 23 September.

The online campaign also includes media placements on FamilyFun.com and ESPN.com. One of the key components of ABC's new programming strategy is the creation of a horizontal block of programming in the 8 pm slot Monday through Friday. Deemed ABC's Happy Hour, this block is comprised of broad, inclusive programming targeted to entertain. The line up includes The Drew Carey Show and Whose Line Is It Anyway? on Monday.

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