The appointment of Fulford PR came after the channel centralised marketing in Singapore following the appointment of marketing director Hema Govindan, a former vice-president of marketing at the Cartoon Channel, in January,according to Jennifer Ng, Disney Channel's senior manager.
Previously, the marketing of the channel was handled in Hong Kong with representation in local markets.
"We want to increase our profile in the industry with several new programme initiatives," Ng said.
New programme initiatives include localised content for the Asia feed that covers six countries in the region: Singapore, Indonesia, Malaysia, Brunei, Korea and the Philippines.
The new programming will be targeted at kids from eight to 12 years and will be slotted for the "kids' time belt at 3pm-7pm during weekdays".
Ng declined to provide further details of the new line-up.
Disney currently shows a non-locally hosted show Playhouse Disney in the pre-school time belt in the morning, targeting children aged from two to five.
Fulford will develop a strategic media relations framework for the city, which Disney can implement throughout the region, according to Bryan Thomas, the consultancy's managing director. "The Disney Channel has not used an agency in Singapore before. The decision was taken to appoint an external agency now as Disney Channel is launching a whole range of exciting programming initiatives this year which it wants to communicate effectively," said Thomas.
The boutique PR agency, which specialises in consumer and sports marketing, is on a 12-month retainer to provide strategic consultation and media relations support for Disney's Asia-Pacific operations and programming.
Fulford is currently working on a strategic communications plan for the June programme launch as well as developing campaigns for other programming initiatives to be launched later this summer.
"Disney Channel is a household brand name that transcends generations and even international borders," Thomas said.