Children represent a very lucrative and sought-after target for many consumer products globally,
and interest in media entertainment programming catering to this specific audience has risen
accordingly. Through the case study of Jetix, a transnational channel operating in the Italian
media landscape on the satellite television platform Sky Italia, the article explores the strategies of
global media and entertainment conglomerates competing to reach young consumers worldwide.
The article analyzes Jetix’s business model and strategies in the local market to establish and
maintain a competitive advantage through its programming and its brands while leveraging its
global production, distribution, and marketing structures. Jetix’s evolving strategies are also
analyzed in light of its global change of ownership from News Corporation to Disney.