The children's cable network -- enjoying its highest ratings ever this year from the popularity of original movies such as "High School Musical" and series like "Hannah Montana" -- plans a big marketing push in the Latino community behind "Cheetah" and its message of diversity.

"The Cheetah Girls 2," a sequel to the 2003 movie that became a huge hit with preteen girls, will be close-captioned in English and Spanish starting from its August 25 premiere. On September 15, it will run in Spanish with English subtitles.

Rich Ross, president of Disney Channel Worldwide, said the "Cheetah" promotion simply plays on a strength the network already has with minority audiences, who tune in to the Disney Channel at greater rates than other English-language networks.

"It seemed that it was the right movie to make that effort," Ross said. "We have to start trying more things to speak to more people."

The Association of Hispanic Advertising Agencies estimates that $5 billion is spent on advertising to the U.S. Hispanic market.

The buying power of the 41 million U.S. Hispanic consumers is expected to rise to nearly $900 billion this year and $1.1 trillion by 2010, accounting for 9 percent of all U.S. buying power up from 5 percent in 1990, an AHAA spokeswoman said on Friday.

Carl Kravetz, AHAA chairman and head of the Cruz/Kravetz IDEAS advertising agency, said Disney "is no better or no worse than any other network" in trying to reach Spanish-speaking audiences.

1

2