New "Chip 'N Dale" to get $30M 
effort.

BY WAYNE WALLEY

 Walt Disney Co. is putting its
money where its chipmunks are this
fall.
 Buena Vista Television, Disney's
TV syndicatian division, along with
Kellogs Co. and McDonald's Corp.,
will spend $30 million to support
the Sept. 18 launch af "Chip 'N
Dale's Rescue Rangers."
 That's believed to be the most ex-
pensive campaign ever waged for a
new syndicated TV show.
 The goal is,"to reach every child
in America." said Carole Black.
Buena Vista Television senior VP-
marketing.
 Neither Kellbgg nor McDanald's
would discuss specific plans for fall
or holiday tie-ins. But Ms. Black
said the promotions would offer
some sort of consumer benefit and
described the McDonald's effort as a
"huge national campaign."
 The promotions aren't tied to
media buys. but both Kel~ogg and
McDanald's have been advertisers
in Buena Viste's "Duck Tales." the
top-rated syndicated kids' show.
 The addition of "Chip 'N Dale" is
expected to give Buena Vista a one-
two Disney punch and form the cor-
nerstane of the Disney Afternaon, a
two-hour weekday children's pro-
gramming black to be offered for
the fall of 1990.
 "Disney's Gummi Beers," fresh
from a Saturday morning run on
ABC TV, and "Tale Spin," a new
animated Disney series. will
complete the lineup.
 Bob Jacquemin, president of
Buena Vista Television, said at least
95 stationa covering 80% of the
country have already committed to
the programming block, while some
160 stations covering 93% of the ·
country will carry "Chip 'N Dale"
this fall.

 Posters, outdoor boards and tram
cards will promote the show in
theme parks. While tent cards will
be placed in all Disney hotels.
 Plush toys will be available as
premium items with purchase of
Disney videocassettes. and the char-
acters will tour major cities end will
star in a music video and a theatri-
cal film to be released in 1991.
 In addition. Buena Vista will run
spots on cable TV and print ads in
selected magazines and newspapers
and will launch its own viewership
cantest the week of Sept. 25 with
$250.000 in prizes.
 Western Internationel Media. Los
Angeles, handles media buyfng.
 The Disney plan end its early ac-
ceptance by TV stations underscores
a renewed interest in animation.
 Warner Bros., with Steven Spiel-
berg. is producing an updated ver-
sion of fts classlc "Looney Tunes"
show called "Tiny Tunes," to be
evailable in 1990. Fox Broadcastfng
Co. affiliates plan to launch a Kids
Network block at the same time.#