Abstract
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.
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