UK launch of Disney XD on 31 August.

Disney will launch the new Disney XD channel on 31 August in the UK.

TV ads for the new channel started broadcasting on the 10 August across a range of channels, including Dave, Sky1, E4, Nick Toons, CN, Boomerang and CiTV.

Disney XD is aimed at eight- to 14-year-olds, with a skew toward boys.

Nicole Morse, executive marketing director for the Disney Channels in the UK, said Dave and E4 were picked as advertising platforms to appeal to the whole family.

Disney will target the XD channel’s intended audience with the Ultimate Gamer Challenge, an online game on the gaming site, Miniclip.com, themed on adventure series Aaron Stone.

Users will be able to gain access to exclusive Disney XD and Aaron Stone content using a webcam. An expandable version of MSN Messenger will keep participating viewers informed of the programme schedule and carry an Aaron Stone-branded background.

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