Disney to Drop SOAPNet for Preschool Channel

BURBANK: Disney Junior, a 24-hour preschool channel, is set to launch in the U.S. in 2012, taking the place of the SOAPnet channel, currently available in 75 million homes.

The new multiplatform brand from Disney/ABC Television Group will encourage co-viewing between caregivers and young ones 2 to 7. The channel and online destination will be accompanied by a VOD service, an HD simulcast and a Spanish-language SAP feed. The slate will include 200 new episodes annually of new titles like Jake and the Never Land Pirates," and current hits such as Mickey Mouse Clubhouse, Handy Manny, Imagination Movers and Jungle Junction.

Prior to the 2012 launch, the Disney Junior brand will be introduced on Disney Channel’s daily programming block for preschoolers, currently branded Playhouse Disney. Internationally, the 22 Playhouse Disney channels and blocks will transition to the Disney Junior branding next year.

"The launch of Disney Junior in the U.S. is the next step in our global preschool strategy, which began 10 years ago with the premiere of our first dedicated preschool channel in the U.K.," said Anne Sweeney, co-chair of Disney Media Networks and president of Disney/ABC Television Group. "The decision to ultimately transition SOAPnet to accomplish this was not arrived at lightly. 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. 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."

Carolina Lightcap, president of Disney Channels Worldwide, added: "Around the world, our Disney-branded channels are burgeoning, distinguished by the special place Disney has in the hearts of kids—who delight in our characters and stories—and parents who trust our commitment to entertaining and helping their preschoolers, kids and tweens grow through engaging, relevant programming. By adding a dedicated U.S. channel for preschoolers to our global portfolio, we look forward to enhancing that sense of magical storytelling and parental trust, and expanding our offerings, locally and globally, from morning to night, to deliver more Disney-quality content that will resonate with generations to come."