Disney Channel is a 24-hour general entertainment television network in Australia that taps into the world of children through original series and movies, plus contemporary acquired programming. It is marketed to children from 5 years to 15 years old. Disney Channel Australia approached Gruden at the start of 2006 to develop a concept to replace their recently departed Studio Disney Website.
After reviewing the entire Disney Channel site and the impact caused by the removal of the Studio Disney Website, Gruden proposed that a community style website be developed to allow direct contact with site users; something which was currently unavailable. The proposal included a modular approach to the development to allow the flexibility of new sections to be added at any time and to encourage continual growth.
Gruden recommended improvements to the reporting module which was limited in the amount of useful marketing data it generated. The proposed solution would allow new sections to be added to the website and for these to be easily monitored in terms of what was working and what was not and for Disney Channel Australia to react accordingly.
The new community style website was launched late 2006 and gives users a distinctive and exciting web experience. In addition to including standard features, such as, videos, audio, polls, mail room, questions and competitions ? all features lacking from the original site ? the site also delivers some very original functionality. The navigation system allows movement across a single, large area rather than utilizing the traditional method of navigation through multiple pages. Users also have the unique ability to pick up objects anywhere on the site and move them to different areas including pens which they can actually draw with.
Disney Channel Australia is delighted with the success of the site and with the opportunities it provides to gather feedback on its TV shows, website etc. Direct contact with the user base together with the improved reporting module has given the Disney Channel marketing team superior data and statistics with which to drive their business strategy and remain abreast with current market trends.
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