The company will launch Disney Junior, a 24-hour channel devoted to youngsters aged 2-7. The move will expand Disney Channel's current daytime programing block, Playhouse Disney, into its own network. The network will debut in 2012, taking advantage of the 75-million-home distribution of SoapNet.
"SoapNet was created in 2000 to give daytime viewers the ability to watch time-shifted soaps, before multiplatform viewing and DVRs were part of our vocabulary," said Anne Sweeney, co-chair, Disney Media Networks. "But today, as technology and our businesses evolve, it makes more sense to align this distribution with a preschool channel that builds on the core strengths of our company."
SoapNet mainly airs repeats of broadcast network daytime soap operas, particularly ABC programs, such as "All My Children" and "One Life to Live," as well as more contemporary titles like "One Tree Hill" and "Gilmore Girls."
With daytime soaps a dying breed on broadcast, and the kids TV market booming, it's no surprise Disney would shift the channel to target younger viewers.
Disney Junior will launch with 200 episodes annually of new series and current Playhouse Disney titles such as "Mickey Mouse Clubhouse," "Handy Manny" and "Jungle Junction," as well as showcase classic Disney movies such as "Little Mermaid."
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