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Disney Channel Looks to Groom Zendaya’s ‘K.C. Undercover’ into Flagship Series

Disney Channel is giving the full Mouse House marketing push to the new comedy “K.C. Undercover” and its star Zendaya, in the hopes of turning the series into a signature player for the cabler.

The cabler has pushed up the launch of a “K.C. Undercover”-inspired clothing and accessory line through Kohl’s stores nationwide, as part of the D-Signed line. Disney Channel has spurred sampling of the show prior to its Jan. 18 on-air premiere by making the first episode available on the cabler’s authenticated Watch app.

In its first seven days, “K.C. Undercover”  drew nearly 250,000 unique users and more than 400,000 views, marking the app’s highest viewer totals since October 2012, according to Disney.

“Our multi-platform success is rooted in our practice of listening and staying connected to what our young viewers want which enables us to develop programming that reflects their worlds and is relevant to them, Paul DeBenedittis, senior vice president, programming strategy, Disney Channels Worldwide, told Variety. “In this world of so many choices, our stories and characters creates more value today than ever before.”

The original series follows highschool student K.C. Cooper (Zendaya), as she trains to become an undercover spy, just like her parents. Zendaya became a star in the tween-verse thanks to her role on Disney Channel’s “Shake It Up.”

“K.C. Undercover” also stars Tammy Townsend, Kadeem Hardison, Kamil McFadden and Trinitee Stokes.

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