The purchase of Lucas Entertainment is the third, after ESPN and Marvel, in a series of High profile purchases to make Disney more male friendly. This is an initiative started 3-5 years about to combat the loss in ratings and revenue to Time Warner with DC comics, and Cartoon Network; and Viacom’s Nickeloden and MTV networks. To combat this they went out and bought ESPN Marvel Comics and now Lucas Entertainment. They’ve given ESPN’s monday night football an Tie in to ABC so they can capture male viewers despite they’re lack of sports. They added Marvel to capture young male from boy hood into their teens. The bet has paid off Viewer ship of ABC shows and up and the Avengers made $1 Billion at the box office. However nothing meaningful was created. During this initial period. No new characters there isn’t a strong male lead in any of their prime time shows and Disney XD still languishes in the digital cable Jungle. If Disney wants to get serious about reaching the male demographic they’ll need introduce new or passed over characters from marvel and integrate the ESPN sports into all of their networks.
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