Paul Taylor, chief executive of Jetix Europe - previously Fox Kids – admitted he was disappointed with the channel's ratings in the UK.
He was speaking after ordering a major restructure of its UK operation, which saw the departure of long-standing UK managing director Ian Finnegan.
"It's important we see an improvement in the ratings," said Taylor, who has appointed Boel Ferguson, UK-based managing director of its Nordic operations, to take on Finnegan's role in addition to her own.
Despite the threat to revenues posed by Ofcom's forthcoming clampdown on food advertising to children, Taylor stressed advertising sales was still a key part of the strategy. But a raft of new shows will be introduced to improve ratings and increase ad share.
Jetix, which Taylor said had managed to achieved higher cut through elsewhere in Europe, is 75% owned by Disney and along with the Disney branded channels is under pressure to up its game in the UK.
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