DVD begins long road to acceptance

Discount Store News, August 4, 1997 by Robert Scally

Buena Vista Home Video announced a significant entry into the special interest, sports and fitness genres with the launch of ABC Home Video and ESPN Home Video.

The new labels will be able to capitalize on the strong ABC and ESPN brand names in addition to the wealth of programming the television networks produce, said Mitch Koch, Buena Vista Home Video's general manger for North America.

The new ESPN line will include videos from the National Association for Stock Car Automobile Racing (NASCAR) and for non-traditional sports such as the X-Games. The ABC line will include the newly revived "Schoolhouse Rock" series.

The bulk of the titles, which could exceed 100 during the next few months, will be priced at $14.98.

For Buena Vista, the move into sports and fitness was natural since Disney acquired the brand two years ago in its merger with Capital Cities/ABC.

"This represents a real opportunity for use," Koch said. "It's going to give us presence in a segment we couldn't reach before."

Disney executives are also hoping to leverage the two new labels through licensing deals for a wide range of consumer products and a chain of ESPN retail stores is currently under development.

The new kings of children's animated television shows, including Nickelodeon's "Rugrats," will have new titles tied into consumer product promotions that will get underway soon.

Paramount Home Video and Nickelodeon will launch a "Rugrats" promotion with Oral B and a line of toys and games with Mattel in support of a new direct-to-video "Rugrats" feature film.