Ms. Scardino, an American, will start the new Milan-based job on March 23, in advance of the channel's launch in Italy in the fall.
Disney Channel-Italia will broadcast originally produced and acquired Italian and European program ming, joining the six other Disney Channels that have set up outside the U.S. since 1995. Other launches in Spain, Germany and the Philippines are scheduled, with a move to Latin America also planned.
"[Ms. Scardino] has been actively involved in developing the concept of market specific, local ized channels and her expertise spans television production, marketing and programming," says Joseph Ahern, senior vice president and managing director, European Broadcasting, WDTV-I. "She also has a sound understanding of brand management issues and has developed a clear understanding of kids."
During a decade at MTV in production, marketing and programming, Ms. Scardino helped build the MTV brand around with world, introducing localized chan nels into new markets (specifically for Asia, Japan and Latin America) and launching MTV Mandarin, MTV India and MTV Australia as brand manager while vice president of MTV international marketing between 1994 and 1997.
Most recently, Ms. Scardino was senior vice president international, sales and co-production, for Sunbow Entertainment, an independent animation producer and distributor of kids programming. In her time at the New York-based company, she was responsible for broker ing "groundbreaking" deals for Sunbow, including multi territory sales and co-production agreements in Europe.
Copyright March 1998, Crain Communications Inc.