‘Television You Can Trust’ – the original branding line for Family Channel – still resonates for Ian Greenberg, president and CEO of Astral Media, because ‘trust’ is the operative relationship he has cultivated with the legendary Walt Disney Company.

‘The Disney name means so much to them,’ says Greenberg, whose Astral Media is the sole owner of Family. ‘They’re always concerned that whoever is using their name will protect it with the same passion and devotion that they will, and rightly so.’

David Levine, Disney’s VP worldwide programming strategy, echoes Greenberg’s sentiments. Speaking to Playback on the phone from MIPCOM in Cannes, he says, ‘The Disney brand is all about families being able to trust our content. They [Family] treat it like the incredibly valuable asset that it is. They know that it’s all about trust and providing that quality experience to the consumer.’

Family is justly proud of commissioning Canadian hits Life with Derek and The Latest Buzz, but the relationship with Disney is at the core of the broadcaster’s success.

Sixty percent of the programming originates with Disney, which has produced such recent stellar successes as Hannah Montana, Wizards of Waverly Place, the High School Musical franchise and Camp Rock.

‘They broke all kinds of records in Canada,’ notes Levine of Disney’s recent slew of popular triumphs. ‘We work very collaboratively with Family and know that they’ll do a great job. The results speak for themselves.’

The first broadcast of High School Musical 2, for example, was watched by more than one million young Canadians in 2007, making it the most viewed non-sports program on a pay or specialty channel in five years.

The special bond between Greenberg’s Astral group and Disney wasn’t forged overnight. When the Greenberg family and their original Canadian partners, the Allard family, approached Disney to work together in the ’80s, ‘it took a while to persuade them,’ remembers Greenberg. ‘They [Disney] were concerned about programming and the use of their name. Initially they allowed us to use ‘with the warmth and wonder of Disney.’ Then it became: ‘with the magic of Disney.’ Now, of course, they have their name on the channel.’

Greenberg is referring to Playhouse Disney, the niche channel offered to Family subscribers across Canada, which concentrates on programs designed for children aged two through seven.

Entrusting the Disney name with Family is a defining point in the partnership forged between the acclaimed U.S. family entertainment producer and the Canadian caster.

‘It’s significant because it’s the first time that Disney has allowed an independent company to use its name for a channel anywhere,’ notes Greenberg.

Asked to choose one word that best describes the relationship between Disney and Family, Levine calls it ‘unique,’ and notes the people at Astral make all the difference. ‘They’re good people,’ he says. ‘That makes everything so much easier and fun.’

– With files from Suzan Ayscough