• Advertising Age, Thursday, November 19, 2009 11:30 PM

Because of its target audience of young children, the Disney Channel cable network restricts sponsor messages to the occasional "brought to you by" billboard for tentpole programs, such as "High School Musical."

But the Web is a different story. This week Disney Online will debut its first branded-entertainment program, "The Possibility Shop," a web video series at Disney.com exclusively sponsored by Clorox. The series was customized in part to promote Clorox brands, including Clorox disinfecting wipes, toilet-bowl cleaners and a laundry pre-treater, but the episodes will not feature any use of the products themselves. Instead, each episode will be accompanied by a Clorox-branded vignette showcasing how each brand can help clean up the home.
,br> For "The Possibility Shop," the intended audience is moms, who Disney expects will view the webisodes with their kids. Parent-child co-viewing has most often been thought of as a traditional TV phenomenon, but executives believe it could be a growing factor for online content as well.

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