• by Wayne Friedman , May 16, 2007

In an effort to perk up two business categories--travel and theme parks--Walt Disney is launching a video-on-demand channel, Disney Travel.

Two cable systems will be part of the initial launch, Cablevision Systems and Time Warner Cable, which will reach more than 9 million viewers. The channel will include reality, special-event content and concerts, all focusing on Disney parks worldwide.

"Consumers are multi-channeling all the time," says Michael Mendenhall, executive vice president of global marketing for Disney Parks & Resorts. "And 86% of our guests use the Internet."

Unique to this channel is its interactivity, which will include letting viewers talk to a Disney travel agent. "Before, you would have to enter all this information on the Disney site," says Mendenhall. "Now, within five and 15 minutes, we will call your home." For a long time Disney has had it own travel agency business--an effort to push its theme-park business.

Disney got the hint that a travel channel might work, given the strong response to its vacation-planning DVDs. Mendenhall says there is a lot of entertainment on the DVD, and people were screening it as regular TV content.

Disney will start with four programs: "Making the Magic," "Disney Fact or Fiction," "Dream Makers" and "Disney Travel Insiders." Joey Fatone, from "Dancing With the Stars," and Michelle Kwan will host "Dream Makers," which give its guests surprise gifts, such as spending the night in a new royal-size suite.