ABSTRACT
The Disney Channel was highly successful building a bond with kids and preteen girls. Boys were often in the audience but were mostly watching to find out what girls are all about. Disney had acquired the Power Rangers property which attracted boys but was ultimately sold because it did not fit the Disney brand equity. The Fundamental Human Belief is Accomplishment. Boys love their buddies and want to be with them through thick and thin. The Accomplishment belief linked to the Unstoppable feeling reflects the boys' aspirations in life. The Unique Advantage of the boys' TV channel is to “discover who they are and who they want to be.” The channel should tell stories in the spirit of The Hero's Journey where boys accept the call to adventure, go from the known to the unknown world, transform themselves, and ultimately people.
