• by John Gaffney , May 9, 2002

The Disney Channel used the NCTA trade show to introduce "Playhouse Disney A to Z," a new affiliate marketing and local ad sales promotion. The promotion, which incorporates a 26-day, on-air programming stunt highlighting the preschool series "Stanley," will award one national grand prizewinner a $26,000 educational scholarship.

"The Playhouse Disney A to Z Promotion enables us to extend the strength of the Disney Channel and Playhouse Disney brands to our affiliates with a turn-key promotion that is easily adaptable to fit into their individual system marketing plans and back-to-school initiatives," said Todd Schoen, senior vice president, affiliate marketing and ad sales, ABC Cable Networks Group. "The promotion not only reaches kids and families, but provides a unique local ad sales opportunity tied to Disney Channel's non-commercial network."

The Playhouse Disney A to Z Promotion offers all Disney Channel affiliates a consumer campaign that guarantees one national grand prize winner a $26,000 educational scholarship, as well as other local prizes.

The Playhouse Disney A to Z on-air programming stunt will take place September 16-October 11. During these 26 days, a different episode of "Stanley" will air each day, featuring an animal corresponding to the appropriate letter of the alphabet (A for anteater, B for bird, etc.). Disney Channel will kick off the promotion with a primetime preview for parents and caregivers on Sunday, September 15. Off-air, the programming stunt will be supported online at PlayhouseDisney.com and through a consumer advertising campaign targeting parents and caregivers.

Disney Channel will further support the promotion by providing participating affiliates and local ad sales partners taggable sweepstakes spots, POP displays, enter to win posters, customizable ad slicks, Playhouse Disney parent information guides and specially-created Playhouse Disney A to Z alphabet charts.

Local ad sales affiliates will support the promotion via in-store POP at participating retail and system locations.