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Disney Channel on Friday put a spell on its young fan base, as the premiere of Wizards of Waverly Place: The Movie delivered an average 11.4 million viewers, doubling the prime-time average of each of the broadcast networks and making it the year’s most-watched scripted program on cable.
The Mouse’s 77th original movie title drew 4.5 million kids 6-11 and 4 million ‘tweens 9-14, per Nielsen live-plus-same-day ratings data. Both numbers established high-water marks for the demo thus far in 2009.