Fledgling Cable Network Disney Junior Launches a Programming Block Aimed at Moms | Adweek Fledgling Cable Network Disney Junior Launches a Programming Block Aimed at Moms | Adweek
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Disney Junior Launches a New Parent-Focused Programming Block

Shows will also run on Babble's YouTube channel
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Newly rebranded cable network Disney Junior (which is in the process of replacing SoapNet) will premiere a new short-form programming block aimed at parents from 9 p.m. to 4 a.m. starting Sept. 4. The network has had a strong start with ratings winner Doc McStuffins, and is looking to expand its reach into hours when its core audience is up past its bedtime.

"Our new 'Disney Junior Night Light' programming is a nod to those moms, and dads too, who find themselves watching with their child during the later nighttime hours," said Nancy Kanter, Disney Junior gm/svp of original programming 

Series on the network will include DJ Tales, in which finger puppets act out fairy tales, Picture This!, about artists and animators creating Disney cartoon characters, and cooking show That's Fresh, with L.A. chef Helen Cavallo. In development are a photography series, a series that follows parents through the first day they bring their new baby home, and a show about stay-at-home dads.

The series are sponsored by Disney's parenting blog, Babble, and will also be shown on Babble's YouTube channel.