Mouse traps sizeable UK audience for abc1

Following the successful launch of abc1 on Freeview in the UK, The Walt Disney Company is set to invest in additional programming and push the channel to additional platforms within the next six months.

The roll-out to digital cable and satellite of the first non-Disney branded TV channel outside the US is imminent. John Hardie, senior vp and md of Walt Disney Branded Television EMEA, told C21 he expected abc1 to be on digital cable within six months of its debut on Freeview (September 27), and satellite soon after.

Figures released by Disney yesterday claimed abc1 was beaten in commercial ratings only by ITV1, ITV2, Channel 4 and Five in its first month on air.

It was seen by 1.5m people in its first four weeks on air, claims Disney, amounting to a 1.5% share of total viewing within Freeview homes during abc1’s hours of broadcasting between 6am and 18.00.

Hardie said abc1’s first month performance had reinforced the company’s plans to invest more in programming and distribution.

“We’re running well ahead of our targets and projections at this point and it’s a tantalising prospect to have broader distribution and scheduling,” said Hardie, adding that abc1’s move into primetime TV was unlikely to happen before October next year.

abc1 is one of 20 commercial TV channels on Freeview. A further eight public service broadcast channels are supplied by the BBC.