Anne Sweeney, who was president of Disney Channel from 1996 to 2014, has been the target of criticism. Some critics have disapproved of the marketing strategy that was drafted during her tenure, which has resulted in the slanting of the target audience of Disney Channel's programs toward teenyboppers, as well as a decrease in animated programming and an increase in live-action shows and television films. In 2008, Sweeney had stated that Disney Channel, resulting from its multi-platform marketing strategy using television and music, would become "the major profit driver for the Disney Company."