ESPN Brasil is starting to sell advertising insertions for Fox Kids, which is distributed in Brazil by Disney Channel. This confusing situation has come about because when Disney acquired Fox Kids as part of a worldwide deal it agreed not to change the name for a specified period. Disney doesn?t sell advertising slots, so it delegated this task to the sales people at ESPN, another brand name owned by Disney. Herbert Grecco, Disney Channel?s marketing director in Brazil, says efforts are focusing on the new basic children?s channel. Fox Kids is shortly to launch new attractions and a new visual identity as well as announcing a sales plan to the market. ?Our priority is to show that the channel is evolving significantly thanks to Disney?s powerful communications machine,? he says. It?s worth recalling that Disney also has a stake in HBO Brasil, which doesn?t represent either Disney Channel or Fox Kids in Brazil for sales of programming to affiliates or advertising sales. Moreover, Globosat is responsible for selling Brazilian spots on ESPN International.
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